Online sales of the German food sector continue to grow driven by the COVID-19 pandemic and already reach 2% of the total turnover of the sector. Half of the internet users in Germany have ever bought food online.
Person holds a mobile in front of vegetables
Electronic commerce in the food sector continues to grow. According to the HDE Online Monitor 2021 study, carried out by the German Trade Association (Handelsverband Deutschland), online sales in the food sector accounted for 2% of total turnover in 2020, a percentage that is slightly reduced to 1.6% if beverages and tobacco are excluded.
Technological innovation in the food sector is taking place rapidly in all links of the value chain: from the production, processing and storage of food, to its distribution and final consumption.
The food retail sector is already adopting innovative new technologies such as smart logistics solutions, block chain technology (blockchain), data analysis for the study of the habits of buyers (big data) and electronic commerce platforms (e-commerce).
Likewise, consumers have seen various food delivery platforms appear as a result of the pandemic, such as the German start-ups Gorillas and GetFaster or the Dutch Picnic.
According to the HDE Online Monitor 2021 study, around half of internet users in Germany have ever bought groceries online. Of these, 21% do it regularly, at least once a month, and 28% do it less frequently.
Regarding the Click & Collect service, which has been strongly implemented as a result of the pandemic, the study shows that the majority of German consumers are already fully familiar with it. 44% of internet users have already used the Click & Collect service.
Likewise, large chains such as Aldi have recently boosted their online sales of food, in line with the new consumer trends as a result of the pandemic.
On the other hand, the report predicts that, once the pandemic is over, e-commerce in the food sector will continue and even continue to grow. 37% of respondents want to continue their online food orders in the future and 52% intend to increase their orders.
Technological innovation in the food sector is taking place rapidly in all links of the value chain