2018-欧洲购物者调查（英文版）-1mb

European Shopper Survey Summary

Core Content

The European Shopper Survey provides insights into how grocery shopping is evolving across Europe, with a focus on three main areas: the shift to a multichannel shopping path, the impact of digital experience on shopping behavior, and the growing relevance of food wellness in consumer choices.

Main Areas of Investigation

1. Is Grocery Shopping Turning into a Multichannel Path?

   • European shoppers are increasingly using multiple channels for grocery purchases.
   • Specialised retailers such as drugstores, bio stores, and make-up/perfumery stores are gaining popularity due to their wide product range, store services, and proximity.
   • General online sites and brick-and-mortar stores remain the most visited, with online sites having higher customer satisfaction than traditional supermarkets and hypermarkets.
   • South European shoppers tend to visit more stores than their Northern counterparts.
   • Packaged food and personal & beauty care are the top growing categories in online grocery shopping, with Greece focusing on laundry products and Holland on pet care.
   • Online shopping penetration is at 34%, and there is potential for growth among non-buyers, with 6% of current non-buyers stating they will definitely buy online in the next six months.

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

   • The digital experience has significantly influenced how shoppers prepare for and engage in grocery shopping.
   • 1/3 of European shoppers use the Internet to seek product information before visiting a store, especially for make-up and laundry products.
   • 65% of these Info Seekers use coupons and promotions to save money.
   • 36% of shoppers use smartphones to browse products in-store, and 10% use their phones to create shopping lists.
   • 66% of shoppers do not buy groceries online due to a preference for in-store experiences, such as seeing and touching products.
   • Online retailers should focus on improving product navigation and pricing, while physical stores should enhance the in-store experience.

3. How is Food Wellness in Europe?

   • Food wellness is becoming a significant part of the European consumer's diet, with 70% of shoppers seeking a healthy diet.
   • 53% of Europeans buy organic food, and 39% buy vegetarian food.
   • 33% of shoppers are concerned about food intolerances.
   • General wellness (51%) is the primary driver for buying wellness food, followed by additive-free products and weight loss.
   • Reading ingredient lists and nutritional fact labels are key tools for achieving a healthy diet.
   • Bio stores and online platforms are emerging as key channels for wellness food, challenging traditional mass market retailers.

Key Findings

• Multichannel Shopping: Shoppers are diversifying their grocery purchases across multiple channels. Specialised stores are becoming more attractive due to their product range, services, and convenience.
• Digital Influence: Digital tools are reshaping the shopping experience, both before and during store visits. Online shopping is growing, but in-store experiences still hold strong due to the desire to see and touch products.
• Food Wellness Trends: There is a clear upward trend in the demand for wellness food. Consumers are more health-conscious, and they are actively seeking healthier options, which presents a significant opportunity for brands and retailers to adapt their offerings and communication strategies.

Opportunities and Challenges

• Opportunities:

  • Online shopping has high potential for growth, especially in categories like packaged food and personal & beauty care.
  • Specialised stores and online platforms are well-positioned to capture the wellness food market.
  • Digital tools can be leveraged to improve the shopping experience and increase customer satisfaction.

• Challenges:

  • Traditional supermarkets and hypermarkets are facing increased competition from specialised stores and online platforms.
  • There is a need for physical stores to enhance their in-store experience to retain customers.
  • Digital solutions must be more user-friendly and provide value to consumers to drive adoption.

Conclusion

The European Shopper Survey highlights the transformation of grocery shopping into a multichannel experience, driven by the rise of specialised retailers and the increasing role of digital tools. At the same time, food wellness is becoming a central theme in consumer purchasing decisions, offering both challenges and opportunities for brands and retailers to innovate and adapt.