Shopper habits evolve in Germany

21 January 2011

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.

Data sourced from BITKOM; additional content by Warc staff