BERLIN: The number of German consumers buying food brands online has tripled since 2009, according to new figures.
Trade body BITKOM and research firm Forsa surveyed 1,003 people, and estimated as a result that 4.5m shoppers now make category purchases via the web.
While this only equates to 9% of the potential internet audience, it is three times the total recorded in similar analysis conducted two years ago.
Moreover, 19% of participants who had not yet acquired relevant products in such a way would consider doing so.
This statement was supported by a quarter of 18-29 year olds, falling to just 13% of their peers aged at least 50 years old.
Men also displayed greater enthusiasm than women, with these groups logging scores of 23% and 15% respectively.
Elsewhere, the study revealed demand was rising both on the ecommerce platforms run by supermarket chains and speciality online stores, particularly when goods proved hard to find on the high-street.
Wine and frozen food were among the most popular items, but fresh produce like eggs and vegetables have witnessed increased interest, especially in urban areas.
Trade body BITKOM and research firm Forsa surveyed 1,003 people, and estimated as a result that 4.5m shoppers now make category purchases via the web.
While this only equates to 9% of the potential internet audience, it is three times the total recorded in similar analysis conducted two years ago.
Moreover, 19% of participants who had not yet acquired relevant products in such a way would consider doing so.
This statement was supported by a quarter of 18-29 year olds, falling to just 13% of their peers aged at least 50 years old.
Men also displayed greater enthusiasm than women, with these groups logging scores of 23% and 15% respectively.
Elsewhere, the study revealed demand was rising both on the ecommerce platforms run by supermarket chains and speciality online stores, particularly when goods proved hard to find on the high-street.
Wine and frozen food were among the most popular items, but fresh produce like eggs and vegetables have witnessed increased interest, especially in urban areas.
Data sourced from BITKOM; additional content by Warc staff
