The confinement of recent months due to the COVID-19 pandemic has led to a significant rise in online purchases, especially in the food and beverage industry. But what’s going to happen now, in the new scenario? How is the consumer going to behave? What are the trends?

According to data from the IV Observatorio para la Evolución del Comercio Electrónico en Alimentación –apadrinado por la Asociación Española de Distribuidores, Autoservicios y Supermercados (Asedas) – we can now refer to a new consumer: the digital proximity consumer, the one who tends to make purchases in a physical store, but at the same time combines them with electronic commerce (generally from the same chain).

The conclusions of the analysis also demonstrate that 31% of the people in our country regularly buy food and beverage items over the Internet (about 7 points higher than the year before).

The study -in which the Complutense and Autonomous Universities of Madrid collaborate- also shows the increase in the use of smartphones when making online purchases, going from 10% to 38% in the last two years.

And what about consumer behavior and purchasing patterns? What’s the new digital proximity consumer like? Two aspects that the report highlights include a preference for branded products and the use of repeat shopping lists, as well as a reduction in impulse purchases and a lesser influence of price on purchasing conditions.

In all the data provided by the IV Observatory on the Growth of Electronic Commerce in the Food and Beverage Industry, the purchasing experience during confinement has had a lot to do with it. Many consumers have lost their fear of online commerce and the trend is for a large number of them to continue to use this channel as a supplement to physical purchases. The data shows how the “mixed consumer” (who uses both channels) is the one that has grown the most compared to 2019, recording an increase of 4.8%.

This new study is based on more than 4,000 interviews, conducted in two waves (between November 2019 and February 2020 and between March 14 and May 31, 2020). Its main objective is to offer a complete analysis of how a crisis such as the coronavirus has managed to influence the consumer and the general trend of online shopping for food and beverage products, including fast moving consumer goods.





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