2018-欧洲购物者调查_荷兰（英文版）-2mb

European Shopper Survey Summary - Holland

Core Content Overview

The European Shopper Survey, conducted by IRI in 2017, explores how grocery shopping is evolving across Europe, with a specific focus on the Netherlands. The survey investigates three main areas: the shift to a multichannel shopping path, the impact of digital experiences on grocery shopping, and the growing importance of food wellness in consumer diets.

Main Areas of Investigation

1. Is Grocery Shopping Turning into a Multichannel Path?

   • Dutch shoppers visit a variety of channels for grocery purchases, with specialist stores like drugstores, petstores, and traditional stores being the most frequently visited.
   • Supermarkets remain a significant part of the shopping journey, although their relevance is slightly less than the European average.
   • General online sites are less popular among Dutch shoppers compared to the rest of Europe, but specialized online sites are equally used.
   • Packaged food and petcare products are the top two growing categories in Holland, although their growth rate is lower than the European average.

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

   • The Internet has a moderate impact on Dutch shopping behavior, with only 26% of shoppers regularly using it to seek product information before shopping.
   • Digital tools are mainly used for product features and economic advantages, with 58% of Dutch shoppers using coupons and promotions to save money.
   • 82% of Dutch shoppers plan their grocery shopping with a list, and only 10% use their mobile devices to write it, which is lower than the EU average.
   • 1/3 of shoppers use the Internet while in-store shopping, especially in Southern Europe, to check promotions and product details.
   • Barriers to online grocery shopping include the preference for in-store experiences where products can be seen and touched.
   • The potential for online grocery shopping among Dutch non-buyers is estimated at 12%, with the UK and Italy showing the highest likelihood of adoption.

3. How is Food Wellness in Europe?

   • Food wellness is becoming a relevant part of the Dutch consumer's diet, excluding food for intolerance.
   • Weight loss is the primary driver for buying wellness food, followed by other health-related motivations.
   • Dutch shoppers rely heavily on nutritional labels and ingredient lists to make informed decisions about healthy eating.
   • Bio stores, online platforms, and street markets are the main alternative channels for purchasing wellness food, alongside supermarkets.

Key Findings

• Multichannel Shopping:

  • Dutch shoppers are increasingly using multiple channels, but the overall number of channels visited is slightly lower than the European average.
  • Specialist stores (drugstores, petstores, traditional stores) are the most visited, indicating a trend towards niche shopping.
  • Supermarkets maintain their position as a key channel, but their relevance is not as high as in other parts of Europe.

• Digital Influence:

  • Internet usage for grocery shopping preparation is moderate, with a focus on product features and economic benefits.
  • Online shopping penetration is medium, and there is potential for growth, particularly among non-buyers.
  • Mobile apps and websites are used for preparation, but paper lists are still more common than digital ones in the Netherlands.

• Food Wellness Trends:

  • Wellness food is gaining traction, with weight loss being the main reason for its purchase.
  • The nutritional label and ingredient list are key tools for Dutch shoppers in making healthy choices.
  • Alternative channels like Bio stores and online platforms are becoming more popular for wellness food purchases.

Customer Satisfaction

• The Customer Satisfaction Index shows that specialized channels like make-up stores and drugstores are highly rated.
• Online sites, however, score lower than the European average, suggesting room for improvement in digital shopping experiences.

Future Growth Opportunities

• There is a need to increase online grocery shopping frequency among Dutch shoppers.
• Enhancing digital tools and user experience could help bridge the gap between current shopping behavior and potential growth.
• Promoting the benefits of wellness food through education and marketing can further boost its relevance in the Dutch market.

Conclusion

The survey highlights a shift in grocery shopping behavior in Holland, with a growing emphasis on multichannel and wellness-focused purchases. While digital tools are gaining traction, in-store experiences still hold significant appeal. The potential for growth in online grocery shopping and wellness food is present, and improving digital engagement and satisfaction could drive further adoption.