Online grocery shopping – many pockets for growth
As online grocery shopping continues to grow, interesting regional patterns in the profile of this channel are emerging.
In GB, for example, we observe a regional divide with a strong bias towards the South East of England, especially London. Income only partly explains this difference, with lifestyle contributing as well: more people work full-time which increases the attraction of London for delivery services. The map shows significant headroom for growth of the online channel across a majority of the British territory and an opportunity for retailers to tailor their online communication strategy to the respective sociodemographic profile.
In contrast, France sees a relatively low level of online buying in its biggest metropolitan region, Paris. In contrast to GB, France relies on Click and Collect (Drive) rather than delivery. Paris still has a comparably low density of such outlets.
Online growth everywhere is very much driven by families and young adults. This may present, for example, ranging opportunities in terms of category placements on landing pages, volume-focused promotions or a focus on certain pack sizes.