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Ecommerce meets Food
Andrea Franchini, Head of Research
15 November 2016
2© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Ecommerce meets Food
About food online
food online trend: what’s the business model behind it?
food online demand: what’s its dimension, spending and profiling?
food online the next step?
3© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Ecommerce meets Food
About food online
“Do online people eat too?”
food online trend: what’s the business model behind it?
food online demand: what’s its dimension, spending and profiling?
food online the next step?
4© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Ecommerce meets Food
Ecommerce trend
100
120
140
160
180
200
220
240
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Penetration Index last 10y based on European Union 27 countries
Data by Eurostat processed by ContactLab
total ecommerce
population
53%(avg pen on
nat. pop.)
504M
5© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Ecommerce meets Food
Ecommerce trend vs fashion online trend
Penetration Index last 10y based on European Union 27 countries
Data by Eurostat processed by ContactLab
100
120
140
160
180
200
220
240
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
total ecommerce 53%(avg pen on
nat. pop.)
fashion online 40%(avg pen on
nat. pop.)
population 504M
6© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Ecommerce meets Food
Ecommerce trend vs food online trend
100
120
140
160
180
200
220
240
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Penetration Index last 10y based on European Union 27 countries
Data by Eurostat processed by ContactLab
food online 18%(avg pen on
online shoppers)
total ecommerce 53%(avg pen on
nat. pop.)
population 504M
7© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Ecommerce meets Food
How will be the food online growth?
100
120
140
160
180
200
220
240
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Penetration Index last 10y based on European Union 27 countries
Data by Eurostat processed by ContactLab
Growth of online food&grocerysegment (+80% in 10y) but lower than the general ecommerce growth (x2 in10y)
This fluctuating growth sounds like a physiological trend not really driven by an online offer
food online 18%(avg pen on
online shoppers)
total ecommerce 53%(avg pen on
nat. pop.)
population 504M
8© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Ecommerce meets Food
Food online: what’s the business model behind it?
Anti-food waste
platform
Online food
delivery (for
hungry people)
Online
Food&Beverage
Specialty (Wine,
Meat, Chocolate,
Confectionery,
Coffee, etc.)
Online Food
Marketplace
E-Supermarket
Online short
food supply
chain
(farmer online)
9© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Ecommerce meets Food
About food online
food online trend: what’s the business model behind it?
food online demand: what’s its dimension, spending and profiling?
food online the next step?
10© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Ecommerce meets Food
Food online: how many people buy f&b items via ecommerce?
38
20
20
22
24
19
UK
GERMANY
SWITZERLAND
FRANCE
SPAIN
ITALY
UK 93(n=931)
GERMANY 92(n=922)
SWITZERLAND 90(n=901)
FRANCE 88(n=882)
SPAIN 65(n=651)
ITALY 47(n=10.575)
36 million
online shoppers of
food&beverage(estimated in the main
European countries)
FOOD ONLINE
SHOPPERS
%
0,9 million(of the 4.700.000 tot. online
shoppers)
11© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Ecommerce meets Food
Food online: how much does an online f&b shopper spend yearly?
OSI - ONLINE SPENDING INDEX (by Contactlab*)
*O.S.I. by Contactlab = expenditure over previous 12 months by category / avg exp across 27 categ in 6
EU+ countries *100
399
302
195 196
227
181166
188
155144
11495
0
50
100
150
200
250
300
350
400
450 UK
CH
DE
FR
ES
IT
444 CHF (402€)
yearly avg spending
on f&b online in 2016
(vs 403 CHF avg
spending on 27
inquired categories)
417 M CHF estimated total online
purchasing of f&b =
3,7% of Swiss
ecommerce market
(11,2 bn CHF)
12© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Ecommerce meets Food
Food online: is the click & collect the way for the food online?
C&C for f&b (used or
interested), 22%
f&b online shoppers
last 12 months, 18%
Base: Internet users 16-65 y.o. (n=1.001) 1,2 million
Swiss internet users are
interested in
click&collect for f&b
purchases only 3% of
these have already
bought f&b through this
method (159.000 ind.)
Total potential demand
for f&b online = pure
online + c&c way =
1,8 million ind.
=
34% of Swiss
internet users
6% 16%12%
Click&Collect for f&b
– total interested
22%
F&B online shoppers
18%
(20% on online sh.)
3%
C&C
users
34%
13© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Ecommerce meets Food
Food online: what do food online shoppers look like?
FOOD ONLINE SHOPPERS
5446
f&b
shoppers
(n=178; 18%)
U: 940.000; %
Under 35 38
Over 35 62
Average age 40,6
Total online shoppers: 52%
Total Swiss population: 50%
Total Oìonline shoppers: 48%
Total Swiss population: 50%
Significant
sociodemographic
characterization, an
adult segment a bit
more female =
very good spending
potential for personal
and family needs
Tot online
shoppers
(n=901; 90%)
U: 4.700.000; %
Swiss population
by BFS
(16-65 y.o.; 100%)
U: 5.551.000; %
40 36
60 64
39,7 41,2
14© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Ecommerce meets Food
Food online: how much f&b online shoppers are involved on the web?
94
76
47
15
92
66
38
12
PC
Smartphone
Tablet
SmartTv F&B onlineshoppers
In the last 4 weeks, have you connected to the internet
for personal reasons using a… %
616
11
1725
24
28
22
3021
f&b online shoppers Tot. internet users
hyper-actives+ +
hyper-actives+
actives
passives -
passives --
INTERACTIVITY
CLUSTERS, % :
76% uses a smartphone to
connect to the internet
+20% avg penetration of
new devices
3,6 h online avg. daily
+35%likelihood to be a
hyper-active user compared to the total of Swiss
internet users
15© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Ecommerce meets Food
About food online
food online trend: what’s the business model behind it?
food online demand: what’s its dimension, spending and profiling?
food online the next step?
16© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Ecommerce meets Food
Cook food digitally
EMPOWERED SEGMENT
=
(full) needs CONSCIOUSNESS + (hyper) DIGITAL
INVOLVEMENT
shopping EXPERIENCE (as mantra) + SERVICING
(specific)
=
is the key to build a CONTINOUS RELATIONSHIP
with food shoppers (anti-churn strategy)
food online = SPECIFIC AND
POWERFUL VALUES
ENGAGEMENT throught hot topics
(« health & nutrition» , «short-chain
value”, “anti-food waste», etc.)
