Food and drink e-commerce current value sales increased fast in 2021, due to a rising demand, but also an expanding number of providers and assortments. As the e-commerce channel developed fast due to the exigencies of the Coronavirus (COVID-19) pandemic in Italy, more and more companies and retailers recognised the potential benefits of the channel for the sale of numerous types of goods, including food and drink.
The growth of food and drink e-commerce has been also driven by the large variety of delivery services at quick and convenient prices, which allow a more widespread reach for food and drink e-commerce retailers. Such services respond well to the needs of a still more cautious consumer base in the wake of the COVID-19 crisis.
Innovation within food boxes is developing towards a complete “Made in Italy” experience, as well as new and more sustainable and economic ways of consuming food and drink. New services in this direction were visible in the country in 2021, and they are expected to grow in number, sophistication and reach in the short to medium term.
The boom in food and drink e-commerce, supported by the need of retailers to keep up with the changes and developments in retailing in Italy, has made it easier to compete for players, even small ones, which have made sustainability a core business value or target. Indeed, sustainability has become one of the priorities of Italian consumers, and retailers, offline and online, are expected to place increasing importance on this tenet in their strategies.
Fresh fruit and vegetables delivered to the office or home by portion is expected to be a growth area in food and drink e-commerce in the forecast period. In this vein, there is likely to be growing interest in prepared meals and cooked vegetables (even steamed) delivered in portions in recycled containers.
Over the forecast period, concepts within food and drink e-commerce that highlight sustainability, the circular economy and organic, together with local and high-quality, products produced without the usage of chemicals will be progressively preferred by consumers. This preference is expected to extend beyond grocery to the overall retail arena.
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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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