Meals supply has a greater impact in 2022

After record years in 2020 and 2021 for all forms of e-commerce, online shopping now accounts for 11.3% of mass consumer purchases, and home delivery continues to thrive, driven by food. In Paris, this “fast shop” is becoming part of consumer habits and already takes 1 in 4 euros from home delivery.

E-commerce and food delivery, which are projected to be the big winners of the pandemic, are still a little more affirmed in our consumer habits according to NielsenIQ-Fevad data which reveals the effect of online sales of consumer products. After a record 2020, e-commerce continued to grow across Europe, with double-digit growth recorded in Italy (+ 23%), Spain (+ 16%) and also in the two most advanced countries in this field, the United Kingdom (+ 12%) and France (+ 11%). In France, it managed to keep households recruited in the first year of the pandemic because 58% of new e-commerce customers in 2020 (ie 3.3 million households) returned to buy online in 2021. And 69% of them are over 50 years! ” With the health crisis, many French consumers discovered e-commerce in 2020 and remained loyal to it in 2021. PGC sales growth was spectacular with 58% growth in three years », Analyzes the general delegate of Fevada, Marc Lolivier. ” The pandemic has accelerated the digitalization of stores and a turning point has been reached. After the urge to rise, home delivery prevails “.

Food delivery is declining market share, with a slight decline in 2022

Because within e-commerce, not all universes have shown the same trends since early 2022. Thus drive-thru, which accounts for 90% of online trade according to NielsenIQ, marks a time of sales that fell 5% compared to last year (- 5%). However, this should be put into perspective due to the “outstanding” impact recorded last year and the health restrictions in place in early 2021. Therefore, in both urban and rural areas, driving through driving remains far above its share since 2020. decline, however, in large urban areas, especially on the dele de France. The fact remains that delivery continues to progress over and over again, with + 10% additional sales from January.

Quick commerce, a new form of e-commerce for households

The study’s conclusions insist, moreover, on the advancement of “fast trade” which is gradually expanding its territory, thanks to the establishment of “dark shops” (mini warehouses) enabling the delivery of a growing number of households that guarantee delivery in 10 or 15 minutes. NielsenIQ TradeDimensions now lists 145 dark stores in France, led by Getir (33), Cajoo (27) and Flink (25), and especially on the Île de France. As part of food delivery, 12% of sales are now made by fast food players in France, along with other delivery platforms provided by major hypermarkets and supermarkets (48%), pure product players (26%) and home delivery players such as Uber Eats and Deliveroo (14%). However, the results are very different according to geographical areas with a record set in Paris where fast trade already occupies 2% of the market for home delivery of food products (and even 3% among those under 28!). ” “While delivery is similar to other general circles, fast food, with its younger clientele, is similar to a truly complementary circle, which suits the local mission and special occasions: breakfast, aperitif, last minute meal …“, Notes Sarah Duchazeaubeneix, Director of International Clientele, NielsenIQ.

Will there be a price war?

Therefore, the analysis of the basket in e-commerce clearly reveals these specifics. ” While delivery mainly offers “baskets” composed of typical food products such as dairy products, meat products and groceries, fast trade favors fruits and vegetables, meal ingredients, etc. for an average ticket of 21.40 euros says NielsenIQ. This figure should be compared to the average ticket of 113.50 euros for delivery ordered from a supermarket chain. The profitability of fast traders is therefore not only determined by the frequency of purchases, but also by the size of the average basket. Meanwhile, for the end of the year Sarah Duchazeaubeneix is ​​optimistic about e-commerce : “E-commerce food sales should reach records this year as well, with an increase that will approach + 2% throughout the year.” However, with legitimate questions given the international context that weakens forecasts. “The level of inflation will play a special role, with increased competition from discount stores”.

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