At the onset of the pandemic, many local consumers were wary of shopping in person so they turned to online grocery purchases for the first time, leading to triple-digit current value growth in 2020, albeit from a low sales base. Post-lockdown, demand started to normalise, but sales still remained higher than pre-pandemic levels in 2021 with further double-digit current value growth for food and drink e-commerce.
Noting the surge in online orders for groceries during the pandemic, there has been notable growth in the number of providers that either were not active in e-commerce or emerged as a result of the crisis. From grocery retailers and home care to apparel and footwear, and health and beauty specialist retailers, all key players are investing heavily in improving their online services, especially in terms of product availability and fast and convenient delivery of orders to ensure repeat purchases.
The rise in demand for food and drink online has led to the strong development of express delivery services via e-commerce and the collaboration with third party delivery apps, such as Glovo. Through Glovo, grocery products could be ordered with direct home delivery in 10 Polish cities when the service initially emerged, but has since significantly expanded .
Food and drink e-commerce is predicted to record further dynamic growth over the forecast period, with value sales (at constant 2021 prices) set to more than double by 2026. Local consumers have formed new habits since the pandemic and have become more confident and accustomed to placing online orders for a range of different products including groceries.
Delivery systems including express services in addition to parcel boxes designed specifically to transport fresh food, as offered by the likes of InPost Fresh (utilising a mobile app for delivery in Warsaw in collaboration with Makro), are expected to see further, strong development as the demand for convenient grocery deliveries grows. For Polish consumers, fast and convenient delivery will continue to be one of the most important factors when deciding whether to shop via e-commerce.
While food and drink e-commerce is predicted to record further dynamic growth over the forecast period, this will be driven from a low sales base, in addition to Poles’ changing purchasing habits since the emergence of the pandemic. While many local consumers will value being able to return to choosing their own fresh produce from grocery retailers moving forward as restrictions relax, e-commerce is still expected to gain share from less popular grocery formats such as hypermarkets that are located at a significant distance from their neighbourhoods.
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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 Internet Retailing research and analysis database.
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