2018-欧洲购物者调查_西班牙（英文版）-2mb

European Shopper Survey Summary - Spain

Core Content

The European Shopper Survey (2017) provides insights into how shoppers across 7 European countries, including Spain, are evolving their grocery shopping habits. The survey explores three main areas: the shift toward a multichannel shopping path, the impact of digital experiences on grocery shopping, and the growing relevance of food wellness in consumer diets.

Main Areas of Investigation

1. Is Grocery Shopping Turning into a Multichannel Path?

   • Shoppers are increasingly using multiple channels for grocery purchases.
   • In Spain, drugstores, perfumery, and pharmacy are the most visited specialized channels.
   • Mass market stores remain the most visited channels for grocery shopping.
   • Spanish shoppers visit an average of 5.8 channels in the last 12 months, similar to the rest of Europe.
   • Packaged food and personal care products are the top two categories growing in online sales.

2. Is Digital Experience Changing the Way for Grocery Shopping?

   • The Internet is significantly influencing shopping behavior in Spain.
   • 64% of Spanish shoppers use coupons and promotions to obtain savings.
   • 39% of Spanish shoppers regularly use the Internet to seek information before shopping.
   • 85% of shoppers plan their grocery shopping with a list, with 10% using mobile devices.
   • 1/3 of shoppers use the Internet while shopping in-store, especially in Southern Europe.
   • 27% of current non-buyers may start buying groceries online in the next 6 months.

3. How is Food Wellness in Europe?

   • Wellness food is becoming a relevant part of the consumer diet in Spain.
   • 55% of Spanish shoppers consider general wellness, with additive-free and weight loss being the top reasons for purchasing wellness food.
   • Ingredient lists and nutritional fact labels are key tools used by Spanish shoppers to achieve a healthy diet.
   • The Mediterranean diet is also a significant influence.
   • Bio stores and online platforms are the main alternative channels to mass market stores for wellness food in Spain.
   • Spanish shoppers are more likely to increase their spending on wellness food compared to the rest of Europe.

Key Findings

• Multichannel shopping is on the rise, with Spanish shoppers showing similar behavior to the rest of Europe.
• Digital tools are being used more frequently for shopping preparation, with mobile apps and online sites playing a growing role.
• Online grocery shopping is gaining traction, with a 27% potential growth among current non-buyers in Spain.
• Wellness food is increasingly important, with general wellness as the primary driver.
• Customer satisfaction varies across channels, with make-up stores having the highest satisfaction index, while general online sites perform slightly worse than hypermarkets and supermarkets.

Customer Satisfaction Index (Spain vs. Total Europe)

• Shoppers evaluate channels based on features such as product range, quality, price/promotion, convenience, innovation, shopping experience, location, time to shop, and specificity of products.
• The Customer Satisfaction Index is calculated by multiplying evaluation and relevance of each feature.
• Make-up stores receive the best evaluation, while general online sites perform slightly worse than traditional stores.

Shopping Preparation and Information Seeking

• 85% of Spanish shoppers prepare a shopping list before grocery shopping.
• 66% use digital methods (mobile apps) to prepare their list, while 55% use traditional methods (paper).
• 39% of shoppers use the Internet to seek information about products and prices before shopping.
• 64% use coupons and promotions to save money.
• 1/3 of shoppers use the Internet while in-store, primarily to check promotions and product information.

Barriers to Online Grocery Shopping

• Many Spanish shoppers prefer in-store shopping to see and touch products.
• This preference is a key barrier to increasing online grocery sales.
• Non-buyers are more likely to be influenced by positive trends in online shopping, such as increased convenience and price savings.

Potential for Growth

• 27% of Spanish non-buyers are likely to start buying groceries online in the next 6 months.
• UK and Italy show the highest potential for online grocery growth.
• Packaged food and personal care products are the most commonly purchased online in Spain, indicating a growing trend in online shopping for these categories.

Conclusion

The European Shopper Survey highlights a clear trend in Spain toward multichannel grocery shopping, with digital tools playing an increasingly important role in shopping preparation and in-store behavior. While online grocery shopping is still in early stages, there is significant potential for growth, particularly in the packaged food and personal care sectors. Wellness food is becoming a more integral part of consumer diets, with a focus on health, nutrition, and natural ingredients. Traditional stores like hypermarkets and supermarkets remain dominant, but specialist channels and online platforms are gaining ground.