Organic and health-focused consumers in Germany are far more likely to shop online for food products than the general consumer, suggests a recent survey by Gesellschaft für integrated Kommunikationsforschung (GIK).
According to the study, just 3% of respondents currently buy their food regularly online, with a whopping two-thirds (63%) saying they do not even consider digital alternatives to the supermarket. Traditional supermarkets and discounters – such as Lidl and Aldi – are still by far the main destination for mainstream German food shoppers.
But when it comes to organic and health food enthusiasts a different pattern emerges. Here, more than half (53%) say they have already ordered food online.
GIK suggests that the age and socio-socio-economic factors are likely to be playing a role. In Germany, organic, vegan and health food offers have a strong appeal to tech-savvy younger consumers (almost one in three Germans aged 14-29 shop at organic and health foods stores like Alnatura & Co and Basic). By comparison, visiting the organic supermarket and the health food store at least once a month is only an option for around 13% of the general public.
Significantly, once people have tried online shopping they are likely to become repeat customers – just over half of those who have already had a ‘test run’ reported that would use an internet service. It’s a finding the specialist organic and health retailers will no doubt find very encouraging.