X-ray of the online supermarket buyer
Posted: Wed Dec 11, 2024 8:52 am
In the UK, 12% of all FMCG sales are now made online. In France, the figure has recently exceeded 10%. In Spain, we are still far behind, but online shoppers offer significant opportunities for brands and retailers. To know how to attract them, you need to understand who they are and what they are looking for in their shopping basket.
Download the full report
Who are they?
The profile of the online supermarket gambling data korea phone number buyer stands out from the average buyer in two characteristics. It is younger, with a high proportion of buyers between 25 and 49 years old, but especially in the younger age group of 25 to 39 years old. And it is more urban, with a large number of online buyers concentrated in the metropolitan areas of Madrid and Barcelona.
More connected
In terms of habits and attitudes, they are much more connected consumers. They are much more aware of product recommendations through online channels. 67% of them say they “keep an eye on recommendations for new food products on social media.” 62% say they “get information and follow recommendations from nutritionists or influencers who talk about new products.” And 50% say they “use apps to analyze whether a product is healthy or not.” These percentages are, in all cases, practically double those declared by the total number of buyers.
In addition to being on the lookout for recommendations for new products, they are also interested in knowing how to use them and how to introduce them into their dishes, since 79% of online shoppers say they "look for recipes on the Internet."
Download the full report
More interested in healthy products aimed at young people
This interest of online shoppers in recommendations for healthy products on the Internet is also supported by a greater interest in health in general. 58% of online shoppers say that they “diet and try not to go beyond what they should eat.” For this reason, online shoppers are more likely to buy certain products that they consider healthier, especially those that better fit the needs and interests of a young public. Thus, 65% say that they “look for foods high in protein to strengthen their muscles.” 63% say that they “buy eco and bio products.” And 53% say that “sometimes I buy plant-based foods as a substitute for meat.”
Combine large and small purchases
Up to 79% of online shoppers say they “make a large purchase every week or more frequently”, which is higher than the average buyer. And despite this greater regularity, they also strongly emphasize complementing their grocery purchases with smaller ones. Thus, 60% of them say they “make their purchases on the go in the store that suits them best each time” and 54% say they “buy what they need on the day”.
Markists
Finally, online shoppers are more interested in brands. 64% of them say that they value the fact that a product is from a well-known brand more than the price. And 38% say that they “generally avoid buying white label brands.”
Download the full report
Conclusions
All these differences between offline and online consumers present an opportunity for brands and retailers. Capturing more online buyers means attracting consumers who are more attentive to factors other than price, and who must be satisfied through proposals from recognized brands and with healthy products aimed at a young public. The use of digital media and the promotion of the e-commerce channel in the points of sale where they also make their daily purchases will be effective strategies to attract their interest.
Study “Consumer Attitudes in Spain”.
This article is an extract from the report « The Connected Consumer », a first chapter of the study «Consumer Attitudes in Spain».
The study “Consumer attitudes in Spain” was conducted during the month of September 2023 on a sample of 1,400 people representing household supply managers over 25 years of age in Spain*. The full study, divided into three parts, can be downloaded for free in our market reports section .
Download the full report
Who are they?
The profile of the online supermarket gambling data korea phone number buyer stands out from the average buyer in two characteristics. It is younger, with a high proportion of buyers between 25 and 49 years old, but especially in the younger age group of 25 to 39 years old. And it is more urban, with a large number of online buyers concentrated in the metropolitan areas of Madrid and Barcelona.
More connected
In terms of habits and attitudes, they are much more connected consumers. They are much more aware of product recommendations through online channels. 67% of them say they “keep an eye on recommendations for new food products on social media.” 62% say they “get information and follow recommendations from nutritionists or influencers who talk about new products.” And 50% say they “use apps to analyze whether a product is healthy or not.” These percentages are, in all cases, practically double those declared by the total number of buyers.
In addition to being on the lookout for recommendations for new products, they are also interested in knowing how to use them and how to introduce them into their dishes, since 79% of online shoppers say they "look for recipes on the Internet."
Download the full report
More interested in healthy products aimed at young people
This interest of online shoppers in recommendations for healthy products on the Internet is also supported by a greater interest in health in general. 58% of online shoppers say that they “diet and try not to go beyond what they should eat.” For this reason, online shoppers are more likely to buy certain products that they consider healthier, especially those that better fit the needs and interests of a young public. Thus, 65% say that they “look for foods high in protein to strengthen their muscles.” 63% say that they “buy eco and bio products.” And 53% say that “sometimes I buy plant-based foods as a substitute for meat.”
Combine large and small purchases
Up to 79% of online shoppers say they “make a large purchase every week or more frequently”, which is higher than the average buyer. And despite this greater regularity, they also strongly emphasize complementing their grocery purchases with smaller ones. Thus, 60% of them say they “make their purchases on the go in the store that suits them best each time” and 54% say they “buy what they need on the day”.
Markists
Finally, online shoppers are more interested in brands. 64% of them say that they value the fact that a product is from a well-known brand more than the price. And 38% say that they “generally avoid buying white label brands.”
Download the full report
Conclusions
All these differences between offline and online consumers present an opportunity for brands and retailers. Capturing more online buyers means attracting consumers who are more attentive to factors other than price, and who must be satisfied through proposals from recognized brands and with healthy products aimed at a young public. The use of digital media and the promotion of the e-commerce channel in the points of sale where they also make their daily purchases will be effective strategies to attract their interest.
Study “Consumer Attitudes in Spain”.
This article is an extract from the report « The Connected Consumer », a first chapter of the study «Consumer Attitudes in Spain».
The study “Consumer attitudes in Spain” was conducted during the month of September 2023 on a sample of 1,400 people representing household supply managers over 25 years of age in Spain*. The full study, divided into three parts, can be downloaded for free in our market reports section .