In a world of time-starved and convenience-seeking consumers, more people than ever are swapping buying their groceries in-store in favour of ordering their food shopping from the comfort of their sofa.
Led by the millennial generation (early 1980s to the mid-1990s), there is an increased appetite for having food delivered at home, with 45% of British consumers buying their groceries online in 2018, according to market research firm Mintel. British online supermarket Ocado estimates it delivers an average 12,000 orders every day in the UK, servicing around 60% of British households.
If we look at Germany too, as one of the most advanced and robust economies in Europe, according to market research company Statista, 22% of people in Germany bought their groceries on the internet in 2018.
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