The French are still as fond of having their groceries delivered, while all the restrictions linked to the Covid-19 pandemic have been lifted. Now, 11.3% of purchases of consumer products (food, cleaning and hygiene products) are made online, shows a study by the consumer behavior analysis firm NielsenIQ for the Federation of e-commerce. and distance selling (Fevad), revealed on Thursday May 19. In 2019, before the health crisis, this share of e-commerce in consumer products was only 5.8%, and 4.9% in 2017.
At the start of the pandemic, in 2020, the French discovered that they could do their shopping via distance shopping circuits, such as the drive-through, where they themselves pick up the shopping done over the Internet, or delivery to residence. Many have retained this habit. “Among new food e-commerce customers in 2020, 58% of them [soit 3,3 millions de foyers] have returned to buy online in 2021 », notes NielsenIQ. Including the less young, a section of the population more accustomed to frequenting supermarkets – 69% of those who have continued to buy online are over 50 years old.
In detail, however, certain practices of the French seem to have changed slightly since the start of 2022. to be delivered at home. Is it due to soaring gasoline prices? The fact remains that, in drives, sales are down 5% over one year compared to, admittedly, ” one year [2021] exceptional whatever the circuit, due to the confinements at the start of the year ». The decline in drive in 2022 is especially visible in large cities, particularly in Ile-de-France, notes NielsenIQ. As home delivery continues to grow, with “10% additional sales since the beginning of the year”.
Very strong geographical disparity
An evolution that mainly integrates the rise of the quick commerce phenomenon, where players such as Gorillas, Flink or even Getir offer to deliver food shopping in about ten minutes in large cities from mini-warehouses called “dark stores”. . Today there are 145 in France, according to NielsenIQ.
In the delivery of food products, 12% of sales are now generated by
players in quick commerce, 48% by major hypermarket and supermarket chains, 26% by e-commerce specialists and 14% by heavyweights in home meal delivery, such as Uber Eats and Deliveroo. But with a very strong geographical disparity. In Paris, quick commerce would capture, according to NielsenIQ, 24% of the market for home delivery of food products and 39% among those under 28 years old.
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