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 advance, driven by food. In Paris, this “fast trade” is becoming part of consumer habits and is already capturing 1 euro in 4 with home delivery.
E-commerce and food delivery, which were predicted to be the big winners of the pandemic, continue to assert themselves a little more in our consumption habits according to NielsenIQ-Fevad figures, which reveal the performance of online product sales. of consumption. . After a record year in 2020, e-commerce continued to grow across Europe, with double-digit growth recorded in Italy (+23%), Spain (+16%) but also in the 2 most advanced countries in this area , United Kingdom (+12%) and France (+11%). In France, it was thus able to retain the households recruited in year 1 of the pandemic because among the new food e-commerce customers in 2020, 58% of them (that is, 3.3 million households) returned to buy online in 2021. And 69 % of them are over 50 years old! ” With the health crisis, many French consumers discovered e-commerce for food in 2020 and remained loyal to it in 2021. PGC’s sales growth was spectacular, with growth of 58% in three years », analyzes the general delegate of Fevad, Marc Lolivier. ” The pandemic has accelerated the digitization of stores and a milestone has been reached. After the rise of the unit, home delivery tends to prevail »
Food delivery declines market share, drive-thru slightly down in 2022
Because in food e-commerce, not all universes have shown the same trends since the beginning of 2022. Thus, the drive-thru, which represents 90% of online commerce according to NielsenIQ, is marking time with sales below 5% in compared to the last year (-5%). However, this must be put into perspective given the “exceptional” performance recorded last year and the health restriction measures in place in early 2021. Thus, in both urban and rural areas, the drive-thru remains far beyond its 2020 market share with a more significant drop, however, in large urban areas, particularly on the Île de France. The fact is, delivery continues to progress repeatedly, with +10% additional sales since January.
Quick commerce, a new form of e-commerce for families
The study’s conclusions also insist on the progression of the “quick trade” that is gradually expanding its territory, thanks to the creation of “dark stores” (mini-warehouses) that allow more and more homes to be delivered, guaranteeing 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. In food delivery, 12% of sales are now generated by fast commerce operators in France, alongside other delivery platforms, provided by the main hypermarkets and supermarkets (48%), pure players (26%) and delivery operators home-cooked meals such as Uber Eats and Deliveroo (14%). The performances are, however, very different depending on the geographic areas with a record registered in Paris where fast commerce already captures 24% of the market for home delivery of food products (and even 39% among those under 28 years old!). ” “if delivery is similar to other general circuits, fast commerce, with its younger clientele, resembles a truly complementary circuit, responding to a local mission and special occasions: breakfast, aperitif, last-minute meal hour…”, comments Sarah Duchazeaubeneix, Director of International Clientship at NielsenIQ.
Will the price war happen?
Thus, the analysis of the basket in e-commerce clearly reveals these specifics. ” While delivery usually offers “baskets” made up of typical grocery products, such as dairy products, meats and groceries, fast commerce prioritizes fruits and vegetables, meal ingredients, etc. for an average ticket of 21.40 euros says NielsenIQ. This value should be compared with the average ticket of 113.50 euros for a delivery ordered from a supermarket chain. The profitability of fast traders, therefore, will not only be determined by the frequency of purchases, but also by the size of the average basket. Meanwhile, towards the end of the year, Sarah Duchazeaubeneix is optimistic for e-commerce : “e-commerce food sales should again reach records this year, with an increase that will approach +2% throughout the year”. With, however, legitimate questions in the face of the international context that weakens the forecasts. “The level of inflation in particular will have its role to play, with increased competition from discount stores”.