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The sale of food from the internet has risen, coinciding with the pandemic, and the confinement, a situation that will mark “a before and an after” in the commitment of the sector to the supermarket for e-commerce, once proven that it is a relevant channel for the consumer. It has been pointed out by the director general of the employers ‘ association Asedas (which includes a Mercadona, DIA and a dozen regional chains), Ignacio García Magarzo, who presented this week a study that corroborates this increase in sales online , although the majority of buyers are combining this route with the physical store.
The report, produced by the Observatory for the development of Electronic Trading in Power -participate in the Asedas, the Complutense University and the Autónoma de Madrid, suggests that the number of consumers that opt for internet to buy power already reaches 31% of the population, around seven points more than in the previous edition of the study , a year ago.
The data -collected on more than 4,000 interviews between November 2019 and may 2020 to include the effect of the covid-19 – reveal that the percentage of shoppers that only purchase this type of products via “online” has grown from 2.1 to 3.5%.
in Addition, the number of consumers “mixed” -that use both the internet and the physical channel – has increased 22.3% to 27.5%, while those who only buy in person at the supermarket and do not prove the website have decreased from 77% to 69%.
According to the authors of the document, the numbers reflect that a greater number of clients tested for the first time the super “online” during the confinement due to the restrictions of movement, but also because of the increased bet of the distribution groups in this way.
The x-client that most opt for the internet reflects a higher incidence among men, between the ages of 25 and 55 and also between the highest incomes, while at the same time the opposite end, and consumers with an income below 500 euros -mainly young students – show more bias toward this channel.
The doctor of Economic Sciences by the universidad Complutense María Puelles has highlighted during the presentation that the data reveal that fresh foods remain a “brake” the growth of e-commerce.