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Ecommerce meets food

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Keynote by Andrea Franchini - Head of Research Contactlab - at Swiss Ecommerce Conference 2016

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Ecommerce meets food

  1. 1. Master version 0.0.2 Ecommerce meets Food Andrea Franchini, Head of Research 15 November 2016
  2. 2. 2 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ecommerce meets Food About food online food online trend: what’s the business model behind it? food online demand: what’s its dimension, spending and profiling? food online the next step?
  3. 3. 3 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ecommerce meets Food About food online “Do online people eat too?” food online trend: what’s the business model behind it? food online demand: what’s its dimension, spending and profiling? food online the next step?
  4. 4. 4 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ecommerce meets Food Ecommerce trend 100 120 140 160 180 200 220 240 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Penetration Index last 10y based on European Union 27 countries Data by Eurostat processed by ContactLab total ecommerce population 53% (avg pen on nat. pop.) 504M
  5. 5. 5 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ecommerce meets Food Ecommerce trend vs fashion online trend Penetration Index last 10y based on European Union 27 countries Data by Eurostat processed by ContactLab 100 120 140 160 180 200 220 240 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 total ecommerce 53% (avg pen on nat. pop.) fashion online 40% (avg pen on nat. pop.) population 504M
  6. 6. 6 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ecommerce meets Food Ecommerce trend vs food online trend 100 120 140 160 180 200 220 240 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Penetration Index last 10y based on European Union 27 countries Data by Eurostat processed by ContactLab food online 18% (avg pen on online shoppers) total ecommerce 53% (avg pen on nat. pop.) population 504M
  7. 7. 7 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ecommerce meets Food How will be the food online growth? 100 120 140 160 180 200 220 240 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Penetration Index last 10y based on European Union 27 countries Data by Eurostat processed by ContactLab Growth of online food&grocery segment (+80% in 10y) but lower than the general ecommerce growth (x2 in10y) This fluctuating growth sounds like a physiological trend not really driven by an online offer food online 18% (avg pen on online shoppers) total ecommerce 53% (avg pen on nat. pop.) population 504M
  8. 8. 8 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ecommerce meets Food Food online: what’s the business model behind it? Anti-food waste platform Online food delivery (for hungry people) Online Food&Beverage Specialty (Wine, Meat, Chocolate, Confectionery, Coffee, etc.) Online Food Marketplace E-Supermarket Online short food supply chain (farmer online)
  9. 9. 9 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ecommerce meets Food About food online food online trend: what’s the business model behind it? food online demand: what’s its dimension, spending and profiling? food online the next step?
  10. 10. 10 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ecommerce meets Food Food online: how many people buy f&b items via ecommerce? 38 20 20 22 24 19 UK GERMANY SWITZERLAND FRANCE SPAIN ITALY UK 93 (n=931) GERMANY 92 (n=922) SWITZERLAND 90 (n=901) FRANCE 88 (n=882) SPAIN 65 (n=651) ITALY 47 (n=10.575) 36 million online shoppers of food&beverage (estimated in the main European countries) FOOD ONLINE SHOPPERS % 0,9 million (of the 4.700.000 tot. online shoppers)
  11. 11. 11 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ecommerce meets Food Food online: how much does an online f&b shopper spend yearly? OSI - ONLINE SPENDING INDEX (by Contactlab*) *O.S.I. by Contactlab = expenditure over previous 12 months by category / avg exp across 27 categ in 6 EU+ countries *100 399 302 195 196 227 181 166 188 155 144 114 95 0 50 100 150 200 250 300 350 400 450 UK CH DE FR ES IT 444 CHF (402€) yearly avg spending on f&b online in 2016 (vs 403 CHF avg spending on 27 inquired categories) 417 M CHF estimated total online purchasing of f&b = 3,7% of Swiss ecommerce market (11,2 bn CHF)
  12. 12. 12 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ecommerce meets Food Food online: is the click & collect the way for the food online? C&C for f&b (used or interested), 22% f&b online shoppers last 12 months, 18% Base: Internet users 16-65 y.o. (n=1.001) 1,2 million Swiss internet users are interested in click&collect for f&b purchases  only 3% of these have already bought f&b through this method (159.000 ind.) Total potential demand for f&b online = pure online + c&c way = 1,8 million ind. = 34% of Swiss internet users 6% 16%12% Click&Collect for f&b – total interested 22% F&B online shoppers 18% (20% on online sh.) 3% C&C users 34%
  13. 13. 13 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ecommerce meets Food Food online: what do food online shoppers look like? FOOD ONLINE SHOPPERS 54 46 f&b shoppers (n=178; 18%) U: 940.000; % Under 35 38 Over 35 62 Average age 40,6 Total online shoppers: 52% Total Swiss population: 50% Total Oìonline shoppers: 48% Total Swiss population: 50% Significant sociodemographic characterization, an adult segment a bit more female = very good spending potential for personal and family needs Tot online shoppers (n=901; 90%) U: 4.700.000; % Swiss population by BFS (16-65 y.o.; 100%) U: 5.551.000; % 40 36 60 64 39,7 41,2
  14. 14. 14 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ecommerce meets Food Food online: how much f&b online shoppers are involved on the web? 94 76 47 15 92 66 38 12 PC Smartphone Tablet SmartTv F&B online shoppers In the last 4 weeks, have you connected to the internet for personal reasons using a… % 6 16 11 17 25 24 28 22 30 21 f&b online shoppers Tot. internet users hyper-actives + + hyper-actives + actives passives - passives -- INTERACTIVITY CLUSTERS, % : 76% uses a smartphone to connect to the internet +20% avg penetration of new devices 3,6 h online avg. daily +35% likelihood to be a hyper-active user compared to the total of Swiss internet users
  15. 15. 15 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ecommerce meets Food About food online food online trend: what’s the business model behind it? food online demand: what’s its dimension, spending and profiling? food online the next step?
  16. 16. 16 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ecommerce meets Food Cook food digitally EMPOWERED SEGMENT = (full) needs CONSCIOUSNESS + (hyper) DIGITAL INVOLVEMENT shopping EXPERIENCE (as mantra) + SERVICING (specific) = is the key to build a CONTINOUS RELATIONSHIP with food shoppers (anti-churn strategy) food online = SPECIFIC AND POWERFUL VALUES  ENGAGEMENT throught hot topics (« health & nutrition» , «short-chain value”, “anti-food waste», etc.)
  17. 17. www.contactlab.com Thank you Andrea Franchini Head of Research andrea.franchini@contactlab.com

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