{"id":56703,"date":"2022-05-10T11:18:55","date_gmt":"2022-05-10T09:18:55","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=56703"},"modified":"2022-05-10T12:53:14","modified_gmt":"2022-05-10T10:53:14","slug":"online-boodschappen-nu-goed-voor-72-marktaandeel","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/online-boodschappen-nu-goed-voor-72-marktaandeel\/","title":{"rendered":"Online boodschappen nu goed voor 7,2% marktaandeel"},"content":{"rendered":"\n<p>Supermarkten zien hun omzetaandeel krimpen door de sterke opkomst van e-commerce in FMCG. In Europa verloopt die groei wel trager: Azi\u00eb leidt de weg met innoverende concepten. Wat wordt de impact van de huidige crisis?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Supermarkt onder druk<\/h2>\n\n\n\n<p>Terwijl de totale FMCG-markt in 2021 nog groeide met 2,1%, ging de verkoop van de online boodschappen er met 15,8% op vooruit. Die groei is weliswaar wat minder spectaculair dan in het lockdownjaar 2020, toen e-commerce voor food met wel 45,9% steeg, maar toch betekent het opnieuw dat online zijn marktaandeel vergroot: wereldwijd verlopen nu 7,2% van de boodschappen online, tegenover 6,3% in 2020 en 4,8% in 2019. In Europa bedraagt het online aandeel 6,9%.<\/p>\n\n\n\n<p>Het logische gevolg is, dat het marktaandeel van super-en hypermarkten in de totale foodmarkt onder druk staat: het daalde van 52,4% in 2020 naar 51,4% in 2021. Fysieke winkels blijven wel veruit het dominante kanaal voor de verkoop van voeding, maar jaar na jaar kalft hun aandeel verder af. De cijfers komen uit een nieuw rapport van Kantar, getiteld \u2018Winning Omnichannel\u2019. &nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nieuwe zakenmodellen<\/h2>\n\n\n\n<p>De motor van de groei voor e-commerce vinden we \u2013 niet onverwacht \u2013 in Azi\u00eb, waar het online aandeel voor FMCG nu al 15,3% bedraagt. 44,2% van de Aziaten doet boodschappen online. Op het Chinese vasteland geldt dat al voor 88,8% van de gezinnen, in Zuid-Korea is dat 87,1%. Nieuwe zakenmodellen zijn populair: livestreaming, groepsaankopen, online-to-offline\u2026<\/p>\n\n\n\n<p>Het penetratiecijfer voor Europa ligt met 35,2% toch een stuk lager en het lijkt bovendien te stagneren. Vooral oudere shoppers, die in 2020 noodgedwongen online kwamen, haken nu weer af. Europeanen zijn ook trager in het oppikken van nieuwe modellen zoals &#8216;quick commerce&#8217; of &#8216;social commerce&#8217;. Snelle bezorgdiensten bijvoorbeeld worden er vooral gebruikt voor het bestellen van maaltijden, (nog) niet voor de boodschappen. In Frankrijk behoudt de Drive een onlineaandeel van 32%.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Groeivertraging<\/h2>\n\n\n\n<p>Kantar ziet wel dat consumenten overal frequenter online shoppen: het gemiddeld aantal online bestellingen steeg van 8,7 in 2020 naar 10,4 in 2021. Die groei zal zich doorzetten. Online zal de komende jaren dan ook sneller blijven groeien dan andere foodkanalen en zal elk jaar zo\u2019n 0,5% aandeel winnen. Dat betekent dat het aandeel van online boodschappen eind dit jaar 7,7% zal bedragen, en binnen vier jaar meer dan 9%. Hyper- en supermarkten blijven aandeel verliezen, maar tegen een wat trager ritme dan de afgelopen jaren. Tegen eind 2025 zullen ze nog steeds n\u00e9t iets meer dan 50% aandeel hebben.<\/p>\n\n\n\n<p>Het grote vraagteken is evenwel hoe shoppers online \u00e9n offline zullen reageren op de huidige crisis. Kantar verwacht een algemene vertraging: de totale FMCG-markt zou dit jaar met 1,3% groeien. Het aandeel van promoties zal weer stijgen. Groei in e-commerce zal deels van innovatie moeten komen. Op dat vlak kan het Westen veel leren van wat er in Azi\u00eb gebeurt.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"892\" height=\"625\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/05\/Kantar-online-grocery-ecommerce-FMCG-1.jpg\" alt=\"\" class=\"wp-image-56704\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/05\/Kantar-online-grocery-ecommerce-FMCG-1.jpg 892w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/05\/Kantar-online-grocery-ecommerce-FMCG-1-300x210.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/05\/Kantar-online-grocery-ecommerce-FMCG-1-768x538.jpg 768w\" sizes=\"auto, (max-width: 892px) 100vw, 892px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Supermarkten zien hun omzetaandeel krimpen door de sterke opkomst van e-commerce in FMCG. In Europa verloopt die groei wel trager: Azi\u00eb leidt de weg met innoverende concepten. Wat wordt de impact van de huidige crisis? Supermarkt onder druk Terwijl de totale FMCG-markt in 2021 nog groeide met 2,1%, ging de verkoop van de online boodschappen [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":56706,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[43],"company":[],"topic":[198,386],"region":[387,91],"class_list":["post-56703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","topic-e-commerce","topic-fmcg","region-azie","region-europa"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Online boodschappen nu goed voor 7,2% marktaandeel - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Supermarkten zien hun omzetaandeel krimpen door e-commerce in FMCG. 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