New report lifts lid on profile of European online grocery shoppers

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A new report claims to lift the lid on the online buying habits of grocery shoppers in Europe.

The SyndicatePlus study – The Online Grocery Shopper – claims to provide insight for Retailers and FMCG Brands on key demographics and preferences among today’s online grocery shoppers in Europe.

This report profiles online grocery shoppers in four European countries: Germany, France, the Netherlands and the UK.

The study found Generation Y or Generation X are the most active online grocery shoppers. Born between 1965 and 1994, they live in urban areas, have a high level of formal education and relatively high incomes, said SyndicatePlus.

Researchers also found online grocery shopping drives greater spending but occurs less frequently than in-store but mobile is catching up fast.

The freedom to buy 24/7 drives online shopping while delivery cost is the biggest downside, reports SyndicatePlus.

“For consumers, the freedom to shop online whenever they want is the main advantage, while the extra cost of home delivery is the main deterrent,” said researchers.

Price, product assortment and delivery costs drive shoppers’ e-grocery preferences, the study concludes.

“When choosing where to buy groceries online, consumers care most about product pricing, width and depth of the product range and order delivery cost,” said SyndicatePlus.