By George Lampiris
The increase of sales by 56% was recorded by the electronic supermarkets in Greece, with the total value of their sales for 2021 amounting to 255 million euros. Indicative of the wider sales growth of recent years, something to which the pandemic contributed mainly is that in 2019 the annual turnover for online super markets was only 45 million euros, recording an increase of 467% by 2021.
According to data from the annual survey conducted by Convert Group through the eRetail Audit platform, this market channel continues and will continue to grow. As expected, the largest growth was recorded in 2020 in sales of this market, when electronics supermarkets gained an additional turnover of 118 million euros, reaching 163 million euros and recording a growth of 262%.
The main players in the online market
In this market, apart from the traditional supermarket players (eg Sklavenitis, AB, Masoutis, Kritikos, Bazaar) but also the purely electronic supermarket, e-Fresh.gr, there are also several companies that are characterized as local or alternative retailers. For example, the relevant list includes the siakos.gr store, which is an extension of the butcher – grocery, Siakos, small retail stores, Kioskys as well as smaller supermarket chains such as the Family Market of Thessaloniki with familysupermarket.gr, the supermarkets Chalkiadakis of Crete with xalkiadakis.gr and the Synmarket of Northern Greece with synmarket.gr.
The measurements of this market do not lack the collaborations of large supermarkets with distribution companies such as those of Sklavenitis with efood, AB Vailopoulos with Delivery.gr, Masoutis with BOX and Kritikos also with BOX.
At the same time, however, new forces are emerging, such as the companies that are active in the field of so-called “quick commerce”, which is characterized by companies for the rapid distribution of goods such as BOX, Delivery.gr, efoodmarket, Wolt, pockeemart, InstaShop and ferto .]
Smaller number of products in the cart – Additional online in physical stores
In terms of the average value of the electronic cart, it amounted to 78.2 euros – reduced by 3.9 euros compared to 2020 – with the consumer buying 36.9 products each time he orders. Out of the total number of 36.9 products, 14 are classified in the category of fresh food. What is reflected, among other things, is the reduction of the average basket in terms of the number of products that Greeks buy, a fact that indicates that the trend for smaller and more frequent orders electronically is gradually prevailing. At the same time, however, e-orders often come to act in addition to purchases made by physical supermarkets.
The categories with the highest sales growth
The sub-product categories that recorded the largest sales growth in 2021, based on the data of Convert Group were: + 101% in pet products, + 84% in bakery products, + 76% in beverages and soft drinks, + 75% in cosmetics and toiletries, + 69% in stationery and cleaning supplies, + 68% in fresh foods, + 67% in frozen foods, + 64% in packaged foods and + 51% in toiletries and baby food. In addition, fresh food accounted for 34% of the industry’s annual sales, in contrast to the pet product category, which, while growing faster than the previous year, accounted for only 1% of the industry’s annual sales value. has a very small share in sales.
Source: Capital
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