2018-欧洲购物者调查_希腊（英文版）-2mb

European Shopper Survey Summary: Greece

Core Content

The European Shopper Survey, conducted by IRI in 2017, focuses on three main areas of investigation related to grocery shopping behavior in Greece and across Europe:

1. Is grocery shopping turning into a multichannel path?
2. Is digital experience changing the way for grocery shopping?
3. How is food wellness in Europe?

The survey involved 2,600 shoppers across 7 European countries, with 300 specifically from Greece. It provides insights into consumer behavior, preferences, and the evolving landscape of grocery shopping in the region.

Main Areas of Investigation

1. Is Grocery Shopping Turning into a Multichannel Path?

• Channels Visited in the Last 12 Months:
  Greek shoppers frequently visit pharmacy, make-up, and pet food stores among specialist channels.
  Supermarkets remain the most common channel for grocery shopping, but general online sites are gaining traction.
  Mass Market stores still hold relevance, though their dominance is being challenged.

• Frequency of Channel Use:
  Greek shoppers visit more channels for grocery shopping compared to the average in Total Europe.

• Online Shopping Penetration:
  A significant portion of Greek shoppers use online platforms for grocery purchases.
  General online sites are preferred over other online options, with 93% of Greek shoppers preparing a shopping list before going to the store.

• Barriers to Online Shopping:
  Many Greek shoppers prefer in-store experiences to see and touch products, indicating a potential barrier to full online adoption.

• Potential Growth:
  25% of current non-buyers could potentially start purchasing groceries online in the next 6 months.

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

• Internet Usage Before Shopping:
  45% of Greek shoppers regularly use the Internet to seek information before shopping.
  The main reasons for seeking information are product features and economic advantages.

• Impact of Information:
  86% of Greek shoppers obtain savings through coupons and promotions.
  93% of shoppers plan their grocery shopping by preparing a list, with 10% using mobile apps or websites for this purpose.

• In-Store Internet Use:
  1/3 of shoppers use the Internet while in-store, particularly in South Europe.
  They mainly look for promotions and product information.

• Customer Satisfaction:
  Make-up stores and hypermarkets/supermarkets are the most satisfying channels for Greek shoppers, while general online sites are slightly less preferred.

3. How is Food Wellness in Europe?

• Wellness Food Consumption:
  Wellness food is becoming a relevant part of the Greek consumer's diet, with the whole family being the end user for all categories.

• Reasons to Buy Wellness Food:
  The primary reasons for purchasing wellness food include additive-free products and weight loss.
  47% of Greek shoppers consider wellness food as part of their health goals.

• Tools for Healthy Diet:
  Greek shoppers rely on ingredient lists, eating more fruits and vegetables, and following the Mediterranean diet to achieve a healthy lifestyle.

• Channels for Wellness Food:
  Bio stores are the main alternative to Mass Market for purchasing wellness food, followed by street markets.

• Spending Intentions:
  Spending intention for wellness food in Greece is lower than in Total Europe, suggesting that while awareness is growing, actual spending may still be limited.

Key Findings

• Multichannel Trend: Greek shoppers are increasingly using multiple channels for grocery shopping, with pharmacy, make-up, and pet food stores being the most visited specialist channels.

• Online Growth Potential: Although online shopping is not yet widespread, there is a potential for growth with 25% of non-buyers likely to adopt it in the next 6 months.

• Digital Influence: The Internet plays a crucial role in shopping preparation, with 45% of shoppers using it to seek product information and promotions.

• Wellness Awareness: Wellness food is becoming more integrated into Greek households, driven by health consciousness and dietary preferences like the Mediterranean diet.

• Customer Satisfaction: Hypermarkets/supermarkets and make-up stores are highly rated, while general online sites lag slightly in satisfaction.

Conclusion

The survey highlights a multichannel shift in Greek grocery shopping behavior, with digital tools playing an increasing role in shopping preparation and product research. While online grocery shopping is still in its early stages, it shows promising potential for growth. Wellness food is gaining relevance, especially through specialist channels like Bio stores and traditional in-store experiences, which are preferred over online platforms. These insights can guide retailers and brands in tailoring their strategies to meet the evolving needs of Greek shoppers.