With more than double turnover compared to the corresponding period last year, the first half of 2021 closed for electronic supermarkets. Because many consumers who first reached out to this channel last spring have kept this habit.
According to data released yesterday by the Convert Group, the turnover of electronic supermarkets increased by 122% in the first half of 2021 and is estimated to have reached 140.6 million euros, including VAT.
To better understand the growth dynamics of electronic supermarkets, suffice it to say that during 2020 their turnover is estimated at 163.8 million euros, whereas before the pandemic, in 2019, the industry closed with a turnover of 45.5 million euros. Of course, now almost all large organized food retail chains also have their own online stores (with the exception of Lidl), while local stores are also developing online.
In particular, such supermarkets and stores have switched to e-commerce: Sklavenitis, AB Vassilopoulos, MyMarket, Masoutis, Kritikos, MarketIn, Bazaar, Thanopoulos and the Chalkiadakis chain (in Crete).
The largest fully electronic supermarket operating in Athens is e-fresh.gr, while smaller ones such as Insupermarket.gr (in Thessaloniki), onesupermarket.gr (in Larissa), Discountcleanmarket.gr (in ThessalonikiAH), agora-zw.gr (in Kozani), pamesupermarket.gr (in Thessaloniki).
Convert Group analysis shows the stability of the average “basket” value and the number of products it contains. The average cost, including VAT, was 78.7 euros in the first half of 2021, which is at the same level as the average for the last 12 months (78.8 euros). The average “basket” at the end of the first half of 2021 contained 37.5 items, which is close to the level of the average for the last 12 months (37.8 items).
What does the “basket” show?
The penetration of electronic supermarkets into the life of the inhabitants of megalopolises is evidenced by the composition of the “basket”: the majority of products in terms of the number of pieces and in terms of cost are related to food products, and not only in packaging.
Which at least shows that consumers are increasingly trusting the online stores of organized grocery retailers to purchase the products they would buy when they visit a brick-and-mortar store.
So, out of 37.5 goods in the average “basket”, 14.7 are fresh products, 9.4 are packaged (standardized) products, 3.2 belong to the category of stationery and household chemicals, 3.4 are alcoholic and non-alcoholic beverages, and the remaining 6.8 items fall into all other categories. Of the total cost of the average basket, € 78.7, € 27.2 is spent on fresh produce and € 17.4 on standard products. The categories that saw record growth in the first half of 2021 compared to the first half of 2020 are pet products (192% sales growth), baked goods (179%), beverages (173%)%), fresh products (155 %).
The latter category contributes most to the strong growth in e-supermarket sales in the first half of 2021. It accounts for 35% of the total sales value and 52% of the growth rate.
Retail turnover increased by 15% in May 2021 compared to May 2020, which is an increase considering that stores began operating this year, albeit with some restrictions, from the beginning of April, and last year they were gradually relaunched after a strict blocking started in May.
Sales (turnover at constant prices) increased slightly year on year, at 15.3%. The largest increase in turnover was recorded in clothing and footwear stores (47.6%), at gas stations (by 29.3% due to higher prices, since in terms of sales volume growth in the industry was 8.5%) and grocery stores (23%, percentage, which is also associated with Easter).
Particularly interesting is that in May 2021, while physical stores were now operating as usual, off-store sales (i.e. e-commerce) appeared to have increased by 40.7% over May last year.