In 2021, e-commerce managed to register continuing value growth even after a massive jump during 2020 when it benefitted from home seclusion measures and panic buying behaviours. Despite restrictions being weaker in 2021, home seclusion continued to play a role in high sales in 2021 as many people who tried food and drink e-commerce in the first year of the pandemic continued to use the channel due to lingering fears of the COVID-19 virus and out of convenience.
In 2021, Billa remains the leading brand in food and drink e-commerce and the only player with the infrastructure to deliver its own fully-fledged online supermarket to consumers nationwide. In addition to its delivery service, the company has continued to expand its coverage of pick-up stations for click-and-collect orders: in November 2020 it had 400 pick-up stations whilst in March 2021, that number had grown to 600.
Given the rising demand for food and drink e-commerce during the last couple of years, there have been several new entrants into the category. For example, Gurkerl.
Food and drink e-commerce is expected to be a main driver of e-commerce in the forecast period as many consumers will continue to want to benefit from the convenience of ordering their entire weekly grocery shop via the internet and have it delivered to their home. This behaviour has been triggered by the pandemic and consumer attention around food and drink e-commerce has significantly increased in the last couple of years.
Fully-fledged online supermarkets, such as Billa, Interspar, MPreis, Gurkerl.at, and Alfies are expected to see the best growth in the forecast period due to high basket values (from bulk shopping) and an increasing number of consumers completing their grocery shop online.
The potential of instant delivery services such as Jokr and Mjam is much more difficult to evaluate than for online supermarkets. Austrian consumers are typically very organised.
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Internet retailing sales of food and drink (all packaged and fresh food and drink (hot drinks, soft drinks and alcoholic drinks).See All of Our Definitions
This report originates from Passport, our Food and Drink E-Commerce research and analysis database.
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