Groceries with a click: Who shops online - and why

Groceries at the click of a mouse - for many, this has long been part of everyday life. But who really uses which digital services? And what influences the decision for or against delivery services, cookery boxes or online supermarkets?

The consumer focus study shows that diet and lifestyle, household and income clearly shape digital shopping behaviour. Vegan consumers in particular, as well as households with children, are much more likely to shop online - for reasons of time, greater product choice or practical considerations.

Income is also a decisive factor: while online shopping is a convenient routine for higher-income households, lower income groups are often held back by additional costs or minimum order values.

The study is based on a survey of 2,000 consumers in Germany and compares four key service formats: supermarket delivery services, online-only supermarkets, specialised delivery services and cooking box providers. The focus is on influencing factors such as household size, children in the household, income, diet and urban living context.

• 21 per cent of respondents use online delivery services from food retailers.
• 27 per cent see not being able to choose their own products as the biggest obstacle, especially when it comes to fresh produce.
• 30 per cent of households with more than three people use online grocery shopping.
• 25 per cent of consumers with an income of more than 4,000 euros use online grocery offers.
• 25 per cent of vegan and vegetarian consumers use online food offers (compared to 14 per cent of omnivores).
• 32 per cent, or around a third, intend to use online grocery services more frequently in the next three to five years.

Digital grocery shopping reflects individual life situations and offers suppliers the opportunity to cater specifically to different needs. The Consumer Spotlight focus study provides the relevant data and interpretations.