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Food and drink e-commerce remained the fastest-growing category within overall e-commerce in value terms in 2019, building on the rapid expansion witnessed from 2016, although from a small base. Sales were mainly driven by modern grocery retailers.
Besides modern grocery retailers, grocery specialists is another important source of online sales of food and drink, and in particular coffee and alcoholic drinks. Coffee remains a popular hot drink in the Netherlands, and the widespread adoption of hard pod coffee machines guarantees leading brands such as Nespresso a steady online revenue stream from customers ordering their pods through dedicated online shops.
The fact that despite such favourable conditions, online food and drink retailing in the Netherlands remains underdeveloped compared with the UK points to deeper structural challenges. One frequently mentioned factor is the relatively high outlet density of supermarkets and convenience stores in the country.
AH.nl, the online division of grocery chain Albert Heijn, remained the leader in food and drink e-commerce in 2019.
Picnic is a domestic online grocery retailer, launched in September 2015, and is commonly referred to as an “online supermarket”. Its product assortment aligns closely with other modern grocery retailers in the country, offering both food and non-food products.
Unlike Picnic, Albert Heijn and Jumbo Supermarkten do not operate their online divisions primarily with a view of turning a profit via online sales, but rather see them as another opportunity for ensuring customer loyalty through proximity. To this effect, Albert Heijn and Jumbo Supermarkten pursue comprehensive strategies that include the opening of new convenience stores in high-traffic areas; experimenting with new store formats that blur the traditional boundaries between grocery retail and foodservice; investing in collection points, which are also popular with institutional customers; as well as improving their home delivery service.
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Discover the latest market trends and uncover sources of future market growth for the Food and Drink Internet Retailing industry in Netherlands with research from Euromonitor's team of in-country analysts.
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