Is the trending topic really catching on this time?


Grocery delivery services are booming. A current study has now shown what customers are still missing and what experiences they have had with Rewe, Gorillas and the competition.

More and more people are ordering groceries online. Hardly a week goes by without headlines about food delivery services and especially the newcomers Gorillas and Flink. No wonder, because after all, the food retail trade in Germany has an annual market volume of more than 200 billion euros. But how many Germans actually order bread, milk and the like online and how much potential is there? The market research company Appinio carried out a representative survey in Germany on behalf of the PaaS commerce provider Spryker. Because data from really reliable sources such as the Federal Statistical Office are not yet available for online food retailing. The result is the most up-to-date and comprehensive data set on usage and brand perception in grocery delivery services for the German area.

It is remarkable how widespread the topic is already – also and especially due to the corona crisis. A good third (36 percent) of Germans buy groceries online at least occasionally, for example via online supermarkets or other delivery services. Eight percent of those surveyed even buy mostly or exclusively online – that is an astonishingly high figure given the current market status. As expected, the proportion of online customers in large cities and metropolitan areas is high. In cities with more than 250,000 inhabitants, 43 percent buy groceries online at least occasionally, and in cities with more than 500,000 inhabitants, 14 percent order most of their groceries online, five percent even exclusively.



One in three people doesn’t like shopping in the supermarket

Obviously, many people don’t really enjoy shopping in the supermarket. Because almost a third of all participants (31 percent) stated that they found it uncomfortable to go shopping in the supermarket. The older target groups were a little less negative, while the number of rejecters increased with greater physical distance to the nearest supermarket.

Similarly, customers also rate the advantages and disadvantages of stationary and online options when shopping for groceries: With the selection made on site, those who find shopping in the supermarket uncomfortable were nine percent more satisfied, and availability was also rated seven percent better. In terms of service / customer friendliness and the general shopping experience, however, the online variants do better. Overall, the majority of online buyers are at least in tendency satisfied with all of the criteria asked.

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Rewe’s best-known delivery service, gorillas are catching up

But which e-food providers are the best known in Germany? If you ask the Germans, whether they have heard of certain brands before, lies Rewe with a awareness of 75 percent at the front. Following Hellofresh (65 percent), Amazon Fresh (44 percent) and Real (40 percent). The former online pioneer Rewe is now reaping the fruits of early entry into the online grocery trade, especially with the strength of its online brand. Why Germans order groceries online differs: 16 percent say that they do this for spontaneous shopping, for example when they discover that a cooking ingredient is missing. 31 percent named laziness and laziness as the reason, 46 percent the lack of time – and 21 percent do their weekly shopping this way.

In addition to the established retailers, new providers in quick commerce such as Gorillas and nimble. According to the study, Picnic achieved a total of ten percent, gorillas nine percent and Flink five percent-supported brand awareness. At first glance that may not seem like much, but if you consider that some of the companies are only on the market in individual large cities, this is put into perspective. In addition, gorillas have in large cities with more than 500,000 inhabitants: inside, i.e. the predominant delivery area so far, a much higher level of awareness. Almost one in three (27 percent) there knows gorillas, while Picnic and Flink “only” achieve a level of awareness of 14 percent each.



The number of online buyers will double by 2023

The e-food trend is accelerating in Germany. The Appinio study predicts that in just two years the proportion of online buyers will double from 34 percent to almost 70 percent. The proportion of those who mostly or exclusively order groceries online will almost triple from just under eight percent to more than 21 percent. And 26 percent of Germans who already buy a lot of groceries online assume that they will only be ordering online in two years’ time. Even of the participants who now only shop in stationary shops, more than half (54 percent) assume that they will be ordering at least some of their groceries online in two years’ time, and one in ten of them will mostly or exclusively.

Nevertheless, there is still a lot to do for the grocery delivery service: 15 percent of those who have experience here report missing delivery windows and deadlines, 22 percent complain that the perceived freshness of the food was not optimal. With 15 percent the delivery did not arrive at the desired time, with 23 percent it was not complete. And the minimum order value was too high for every third party (35 percent).

Even if the Spryker-Study, which was carried out on a representative basis from 2,507 people in Germany, suggests an imminent boom in grocery delivery services, one can look forward to. Because that ordering groceries online and having them delivered to your door is the “next big thing” has been a regular claim for at least five years.

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