Even the US giant Amazon could not change the food trade so far. In the case of meat, fruit and vegetables, the consumer Edeka, Aldi and Co remain faithful. But this will always remain so?
Already half of all computers purchased in Germany online. In addition, more than a third of the consumer electronics and nearly a quarter of all clothing. However, in an area of the German consumer make a bow to the Internet: food.
But also Laundry detergent, and toothpaste they buy almost exclusively in the Shop next door. It had looked like two years ago. As an Amazon at the beginning of may in 2017, its grocery delivery service Amazon Fresh was launched in Germany, feared a lot of traders, now the US Internet giant was going to revolutionize the way that in the Federal Republic of food to be purchased. As he had previously changed the purchase of books and electronics.
Car of Amazon Fresh delivery, here in Inglewood, California
But the Internet Revolution in the food trade is cancelled according to studies, only once. In a study by the market researchers Nielsen comes to the conclusion: “In the case of foodstuffs, the Germans remain the bricks-and-mortar trade.”
Consumer not E-Food concept
The number of Online grocery shoppers stagnant in this country for over five years. Only every sixth German household buy at least, and to Goods of daily needs online. A study by the digital Association Bitkom comes to similar results. “The German use of Online trading for food is significantly less than for other products, such as books or furniture,” stresses the Nielsen-expert Nina Gemkow. Particularly in the case of fresh products such as fruit and vegetables, you’d rather just play it safe and bought in retail stores.
The waiver of Online services will charge the consumers by the densest network in the whole of Europe easier, stressed the Nielsen experts. There is measured in terms of the number of inhabitants in the Federal Republic of Germany two to three Times as many super-markets, discounters and drugstores, such as in France or the UK. Edeka, Rewe and co. are watching the development very carefully and come to similar conclusions. Edeka sales Director Claas Meineke said recently, with a view on the topic of E-Food, so, the Online food trade: “Because the German consumers are holding back.” Also the Rewe-to-Digital Board Jan Kunath says: “The area is growing slower than many have assumed.” The Online growth in this area is not a self-runner, in a book.
Online-Food-Shopping rather unpopular
Rather, even harder, the judgment on the Internet shops at the drugstore giant Rossmann. In a drugstore trade of E-Commerce have “no traction,” stated Raoul rossmann, the son of the company founder, in an interview with industry trade journal “Lebensmittel Zeitung”. Rossmann has set the cooperation with Amazon Prime Now, therefore, in the meantime. Its own Online Shop, the group sees it primarily as a communication tool. “Customers inform us about opening Hours, products, their compatibility, micro-plastic, or product reviews. About 99% of the Shop visitors don’t buy online.”
Food-bearing Amazon Fresh in Berlin
No wonder, then, that the Expansion of the Online is the selection of food that is advised in many places to a Halt. The German industry pioneer Rewe about the number of his delivery service covered regions has been stagnant for quite some time, at 75. Instead, the possibility of goods ordered online in-store pick up is more and more widespread. Edeka is limited to his delivery service bring master to Berlin and Munich. Although there are now in addition, an Online platform, with the help of the independent Edeka merchants can offer their customers Goods on the Internet sell. However, the “long-still not a mass phenomenon” observed the “Lebensmittel Zeitung”. In the case of merchants, the concern prevails, with the entry into the Online exchange business, only profitable sales in the Store against unprofitable sales in Internet. Aldi and Lidl hold back when it comes to E-Food in Germany anyway posh.
Hope for breakthrough
For movement in Online grocery trade are comparatively small, Newcomer sure that there is at the moment. About the Dutch Online supermarket Picnic, the supplies electric Windows, carts to set time more and more communities in the Rhineland. Or the Start-up Getnow shopping for its customers in more and more cities in the Metro markets and the goods ordered at the request on the same day in the house. But behind all of this leaves hardly any traces in the balance sheets of the space deer.
Is canceled, the Internet Revolution in the food trade so once and for all? Hardly anybody dares in the retail sector then, but, as yet, to hope. Although Germany is in the case of this topic, go slower than other countries, but at the end of the Online will trade with food in one Form or another establish, it is often said that in the industry. Rewe-Chef Lionel Souque anyway, is confident that his group is prepared for it: “If it’s accelerating, we’re here.”