Table of Contents
Executive summary
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- The market
- Market size
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- Figure 1: Spain: online grocery retailing market size, 2019-20
- COVID-19 impacts economic growth
- Financial insecurity for many consumers
- The population is ageing
- Smartphone ownership and usage is high
- Companies and brands
- Leading players
- Amazon Fresh launch increases competition
- The consumer
- Engagement in online grocery shopping
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- Figure 2: Spain: engagement in online grocery shopping, December 2020
- How they receive their online grocery orders
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- Figure 3: Spain: delivery/collection options for online grocery orders, December 2020
- Retailers shopped with
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- Figure 4: Spain: retailers used to shop for groceries online, December 2020
- Reasons for not shopping online for groceries
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- Figure 5: Spain: reasons for not shopping online for groceries, December 2020
Impact of COVID-19 on Online Grocery Retailing
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- Short, medium and long term impact on the sector
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- Figure 6: Short, medium and long term impact of COVID-19 on online grocery retailing, March 2021
- Opportunities and threats
- The pandemic presents new prospects in online grocery
- Delivery boxes: a new opportunity
- Online shopping could help cash-strapped shoppers control spending
- Grocery delivery services speed up
- High delivery charges pose a threat to online grocery
- Profitability concerns dampen optimism
- How COVID-19 will reshape the industry
- Food marketplaces widen offer
- Supporting the local community will gain further relevance
- Mobile apps facilitate home delivery for smaller players
- Discounters moving into online grocery
The impact of COVID-19 on consumer behaviour across Europe
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- Concerns around exposure to COVID-19 fall as vaccine roll-out begins
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- Figure 7: Europe: those extremely worried about the risk of being exposed to COVID-19, March 2020-February 2021*
- The financial impact of COVID-19
- Furlough and job losses
- Spending falls and consumers look to save where possible
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- Figure 8: Europe: financial impact of COVID-19, February 2021*
- Changes to shopping behaviour
- Non-essential spending reduced
- Online shopping receives major boost
- Click-and-collect finds new meaning amidst the pandemic
- Localism rises up the agenda
- Second wave leads to renewed stockpiling
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- Figure 9: Europe: changes to shopping behaviour since the start of the COVID-19 outbreak, February 2021*
- Consumers prioritising healthy eating since the pandemic
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- Figure 10: Europe: changing priorities since the COVID-19 outbreak, February 2021*
- Spending intentions
- Food sector sees planned spending vary by country
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- Figure 11: Net balance* of expected spending on selected items in the next month, February 2021**
- British consumers planning to spend more on food in the next month
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- Figure 12: Europe: net balance* of expected spending on food excluding takeaways/home delivery in the next month, February 2021**
- How the crisis is affecting key consumer segments
- Women and older people most concerned about the pandemic
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- Figure 13: Europe: those extremely worried about the risk of being exposed to COVID-19, by gender and age, February 2021*
- Younger consumers embracing click-and-collect
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- Figure 14: Europe: consumers using click and collect more, by gender and age, February 2021*
- Online shopping boom is relatively uniform
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- Figure 15: Europe: consumers shopping more online, by gender and age, February 2021*
- Younger and middle-aged consumers more likely to be cutting back on non-essential spend
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- Figure 16: Europe: consumers cutting back on non-essential spending, by gender and age, February 2021*
- COVID-19: market context
- France
- Germany
- Italy
- Spain
- UK
Issues and insights
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- Economic hardship in COVID’s wake means online grocery must be affordable
- Ageing population – A new opportunity
The market – Key takeaways
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- Significant growth opportunity for online grocery
- Back into recession
- Smartphone ownership and usage is high
- Localism getting high on the agenda
Market drivers
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- Economic overview
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- Figure 17 Spain: changes to consumers’ financial situation as a result of the COVD-19 outbreak, selected dates, 2020/21
- Population size and structure
- Old age dependency ratio is on the rise
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- Figure 18: Spain: population size and age structure, 2019-30
- Inflation
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- Figure 19: Spain: inflation, year-on-year change in food and non-alcoholic beverage and alcoholic beverages and tobacco prices, January 2019-December 2020
- Online participation
- Devices
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- Figure 20: Spain: device ownership, July 2020
- Internet access
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- Figure 21: Spain: internet access methods, July 2020
- Online shopping
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- Figure 22: Spain: devices used to shop online in the past three months, July 2020
- Shifts in consumer spending, lifestyles and behaviour since COVID-19
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- Figure 23: Spain: post-COVID food and drink aspirations, July 2020
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- Figure 24: Spain: post-COVID food and drink aspirations – Shop online for groceries more often, by age, July 2020
- Quality comes first
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- Figure 25: Spain: important qualities in food/drink post-COVID, July 2020
- Desire to buy locally grown goods
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- Figure 26: Spain: Food Tracker: frequency of food behaviours – Try to buy locally grown food, July 2020
- Choosing ethical foods
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- Figure 27: Spain: Food Tracker: frequency of food behaviours – Choose ethical foods (eg organic, fairtrade, free-range), July 2020
Market size
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- Figure 28: Spain: estimated online grocery retailing sales, 2019-20
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Companies and brands – Key takeaways
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- COVID-19 online demand overwhelms grocers…
- …but acts as a wake-up call
- Amazon Fresh launch increases competition
Leading players
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- Figure 29: Spain: leading online grocery retailers, estimated sales, 2016-19
- Google search interest
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- Figure 30: Spain: search interest on Google, selected grocery retailers in food & drink category, 12 months, March 2020-February 2021
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Competitive strategies
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- Store-based grocers
- Mercadona
- Carrefour
- Eroski
- Dia
- El Corte Inglés
- Caprabo
- Condis
- Online-only companies
- Amazon
- Other online-only supermarkets
The consumer – Key takeaways
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- Engagement in online grocery shopping
- Delivery and click-and-collect ride on convenience
- Carrefour used most for online grocery shopping
- Freshness: the biggest concern when ordering online
- High delivery charges offputting
Engagement in online grocery shopping
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- Figure 31: Spain: engagement in online grocery shopping, December 2020
- Demographics of online grocery shoppers
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- Figure 32: Spain: engagement in online grocery shopping vs age of children under 22 in household, December 2020
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How they receive online grocery orders
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- Figure 33: Spain: delivery/collection options for online grocery orders, December 2020
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- Figure 34: Spain: delivery/collection options for online grocery orders by gender, December 2020
- Figure 35: Spain: delivery/collection options for online grocery orders vs age of children under 22 in household, December 2020
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Retailers shopped with
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- Figure 36: Spain: retailers used to shop for groceries online, December 2020
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- Figure 37: Spain: retailers used to shop for groceries online by demographics, December 2020
- Retailers used by engagement in online grocery shopping
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- Figure 38: Spain: retailers used to shop for groceries online Vs engagement in online grocery shopping, December 2020
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- Figure 39: Spain: retailers used to shop for groceries online, December 2020
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Reasons for not shopping online for groceries
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- Figure 40: Spain: reasons for not shopping online for groceries, December 2020
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- Figure 41: Spain: reasons for not shopping online for groceries, December 2020
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- Figure 42: Spain: reasons for not shopping online for groceries by demographics, December 2020
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Appendix – Data sources and abbreviations
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- Abbreviations
- Data sources
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