According to IELKA, the Greek Institute of Retail Consumer Goods, and in the context of a rolling consumer survey carried out at a sample of 850 people on the consumption habits of consumers as affected by the COVID-19 pandemic in Greece, 1 in 4 internet users order food remotely, while free product delivery when shopping online, fresh quality, delivery speed and prices are key factors in choosing an online supermarket or c-store. At the same time, 1 in 4 consumers, i.e. a staggering 25%, do not have a clear idea about the advantages of online shopping, which would suggest even greater opportunities for market development.
Furthermore, the survey also recorded some interesting views regarding consumers and their relation to online shopping, especially with reference to groceries. Namely, 71% believe that online shopping provides security against the coronavirus, 63% considers convenience an advantage, while 41% is motivated by speed. These facts essentially show that while the main reason for online shopping is pandemic security, on the other hand convenience and speed offered by e-tailers and supermarkets are the main reasons for maintaining this particular shopping habit
Increased sales for e-markets and food delivery apps
It is worth noting that according to Convert Group, sales of the online supermarket channel have in 2020 exceeded €100 million, i.e. they have more than doubled compared to 2019, which had reached €46.7 million. At the same time, the IELKA consumer survey suggests that people buying food and groceries in general online has now reached a 25% share compared to a very small percentage of 1-2% in 2019. In addition, 4 out of 10 internet users order food online through food-delivery apps, a market that has exceeded a total of €500 million in 2020.
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