the irresistible rise of e-commerce meals

E-commerce accounted for 8.9% of consumer goods sales in 2021, and is expected to exceed 10% by 2023 according to Kantar.

For the French, shopping is increasingly online. While consumers have long been turning to e-commerce to buy non-food items, the share in everyday shopping was still marginal.

But in recent years, e-commerce is increasingly gaining market share. According to Kantar, who has just presented a study on the subject, which he transmitted from Linearmarket share reached 8.9% of total FMCG revenue and self – service fees in France between January and mid – November 2021.

Profit of 2.6 points compared to 2019, which represents an increase in consumption of 50%. While e-commerce accounted for only 6.1% of global purchases in 2018, according to Kantar, it should account for 9.6% in 2022 and exceed 10% in 2023.

If the trend of digitalization of food purchases was present even before the health crisis, the latter enabled him to be encouraged. Thus, during the first closure in 2020, the share of e-commerce increased to almost 10% according to Nielsen.

If he then returned with the reopening of shops and a return to a more normal way of life, it would seem that the French had taken on new habits.

“A crisis situation is like a rubber band,” sums up Olivier Dauvers, a consumer expert. When you pull and release it, it doesn’t stay in the same place, but it doesn’t come back. Initial.

Especially since in the meantime the offer of e-commerce of food has greatly expanded with walking, delivery points for shopping, fast shopping, kitchen boxes …

0.7% for fast trade

Obviously drive-thru represents the highest weight of e-commerce food with 32.1% of the total in September 2021. This is followed by home delivery by pure players such as Amazon or CDiscount (8.7%), chains food (8.6%)%), walking (7.2%) and cooking boxes such as Quitoque or Hello Fresh (5%) … Still far behind are new clean players like La Belle Vie or Picnic (1.8%) and finally fast shopping apps that promise delivery in less than 10 minutes (0.7%).

This last segment, which exploded in 2021 with the launch in France of a dozen players such as Gorillaz, Cajoo, Getir or GoPuff, currently represents only 0.7% of the market, but already 1.6% in Paris where all services are deployed. According to Kantar, Parisian customers would test four different applications on average.

Although consumers are increasingly inclined to shop online, they are not leaving the store. Rare are those who no longer go to the supermarket at all. Thus, according to Kantar, more than a third (35.5%) of households mix trade and the Internet (+ 6 points in two years). They are also surprisingly loyal customers to their store because they change twice less than customers who do not use e-commerce.

Customers who seem to expect a completely different experience from stores than online. Among the brands preferred by online shoppers is Grand Frais, which accounts for 2.3% of their in-store purchases, while the fresh produce brand has a market share of barely 1.2% for all shoppers combined.

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