The consumer leads the digital change
Regarding the context of Alimentaria 2018, five clusters of Catalonia Clusters Program (Food N’Nutrition, Foodservice, Gourmet, Wine and Packaging) starred in this session, where the market research company IPSOS explained its first conclusions about the consumer study digital in the food and beverage sector.
The challenge is to know what are the online shopping habits of food and beverages products, to identify growth opportunities. After the quantitative study in which we counted with the participation of 800 online interviews nationwide, we observed that the online purchase of food and beverage products is still low. The most consumed gourmet products are cheese and ham, however, are products that currently we like to buy better in physical store and so we could say that the most sought after online products are: preserves, wine, beer and handmade oil.
The consumer values the flexibility of being able to buy online 24 hours a day that doesn’t adapt to the physical store schedule. In the case of wine and cava, the price and the convenience of receiving it at home, makes the websites of supermarkets and specialized wine websides are the most used places for the purchase of this particular product. Seeing the product, being able to consult the offers of the store and the no immediate need, are the main barriers to online purchase of the product.
In health and nutrition, is reflected that the purchase of healthy foods and food supplements is mainly in physical stores. However, the online purchase of these supplements is higher than healthy food.