Online share of grocery in significant growth
The revenue share of total grocery accounted for by online sales grew to 6.6% last year – equivalent to the level of supermarket Plus. Over the first 12 weeks of 2019, the percentage of online sales was only 3.5%, which increased to 3.9% over the same period in 2020.
This year, IRI expects a further 10% growth in online sales. The online sales figures are now based on the online checkout sales of Albert Heijn, Jumbo, Plus, Hoogvliet, Deen and Dekamarkt. Picnic and Coop did not share these data with IRI. Besides the 6.6% online growth, the online revenue share of supermarkets also grew by 12%. Brands like Optimel, Nutricia, Lipton and Robijn performed well in terms of online sales. Another remarkable fact is that online promotional pressure is considerably higher than offline. The online percentage is 27% while the offline percentage is only 22.7%.