Only a Slight Increase in Online Grocery Delivery Services

A recent survey by the initiative “Die Wirtschaftsmacher” in collaboration with EDEKA Minden-Hannover asks about changes in consumer shopping behavior. The evaluation shows that there is an increased awareness of product quality and sustainability. At the same time, interest in online grocery delivery services has only slightly increased.

(Bremen) How do the Corona pandemic and temporary closures in retail, as well as the strong growth of e-commerce, affect consumption and shopping behavior? Are new digital services for ordering food and beverages being utilized? What do people pay attention to when shopping in supermarkets? These questions were addressed in the latest online survey by the logistics initiative “Die Wirtschaftsmacher,” which was designed and conducted in collaboration with the member company EDEKA Minden-Hannover. By answering eight questions, participants provided insights into which attributes, such as seasonality or regionality, they particularly value when shopping and whether they have used new services for grocery shopping during the Corona pandemic.

“We want to gain an understanding from this snapshot of whether sustainable behavioral changes in grocery shopping can be observed as a result of the Corona pandemic. Because even small shifts have far-reaching effects for retailers and logistics, which are best accompanied proactively,” explains Frauke Heistermann, spokesperson for Die Wirtschaftsmacher.

Quality and Variety of Assortment Important

The results reveal that the factors of freshness for 98% of respondents, high quality for 87%, and variety of assortment for 52% are important to very important decision criteria when shopping. Additionally, regional origin is important for 83%, seasonality for 80%, and sustainability in cultivation, transport, and packaging for 80% of participants. At the same time, 10 out of 65 respondents (about 15%) indicated that they ordered groceries online, specifically via smartphone app, during the Corona pandemic. This presents an interesting parallel, especially compared to the sales growth of about 15% according to bevh (Federal Association of E-Commerce and Mail Order) in online retail in 2020. In the future, more than 38% can imagine using the option of online purchasing.

For the vast majority of 90%, the supermarket is the most important point of contact for grocery shopping, followed by discounters and delicatessens at 40% each. Direct sourcing of food from farmers is also important for 35%. Among other responses, participants mentioned farmers’ markets or organic stores as additional options.

Insights into Consumer Behavior are Valuable

Jörg Seehaus, Head of Central Services ECR / Goods Receipt Coordination at EDEKA Minden-Hannover Logistik-Service GmbH, comments on the survey results: “For us as a grocery retailer, such insights into consumer behavior are very valuable, and we feel confirmed in our previous orientation. Although the majority of people will continue to do their grocery shopping in physical stores, there is an ever-growing target group for online offerings. For both distribution channels – physical and online – efficient logistics is crucial for success and customer satisfaction. We will continue to closely monitor developments and customer needs to make the right strategic advancements at the right time.”

The results overall show that consumers value being able to access multiple shopping options and channels and being flexible. This poses special demands on logistics, which can optimally meet these with innovative solutions and digitally supported planning.

Between July 12 and August 16, a total of 65 respondents participated in the online survey.

Photo: © Die Wirtschaftsmacher