荷兰线上超市ekoplaza用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSGrocery

delivery:

Ekoplaza

usersin

the

NetherlandsConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofEkoplazausers

inthe

Netherlands:

whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

EkoplazausersintheNetherlands

(’’brandusers’’)

againstDutchgrocery

delivery

users

ingeneral(’’category

users’’),

and

theoverall

Dutchonliner,labelled

as’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

theNetherlands)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsEkoplaza

ranks

ninth

among

grocery

delivery

services

in

the

NetherlandsManagement

summary:

brandusageand

competitionTop10

most

used

grocery

delivery

servicesinthe

NetherlandsAlbert

Heijn41%Jumbo22%Picnic19%Coop16%15%13%Amazon

/Amazon

Fresh

/Amazon

PantryAllerhande

BoxBeerwulf13%12%DeBuurtboerEkoplaza11%11%HelloFresh4Notes:"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;

Base:n=528,

grocery

delivery

usersConsumer

Insights

Global

as

of

August

2023Sources:Ekoplaza

users

in

the

NetherlandsManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsEkoplaza

ismore

popularamongMillennials

thanother

grocery

deliveryservices.Success

and

career

advancement

arerelatively

important

to

Ekoplazausers.Itstands

out

that50%

ofEkoplaza

userstrytoeat

lessmeat.Ekoplaza

users

access

theinternet

viaasmartwatch

more

often

thantheaverage

grocery

delivery

user.VIPsand

celebrities

arerelativelyprevalent

interests

of

Ekoplaza

users.26%

ofEkoplaza

users

are

innovatorsorearly

adoptersof

new

products.Compared

toothergrocery

deliveryservices,

Ekoplazahasarelatively

highshareof

male

users.Onsocial

media,

Ekoplaza

usersinteractwith

companies

more

often

than

othergrocery

delivery

users.Carsor

vehicles

are

relatively

popularhobbiesamong

Ekoplazausers.Arelatively

highshare

ofEkoplaza

usersthink

thattheenvironment

isanissuethatneeds

to

beaddressed.Ekoplaza

hasalarger

shareof

userswith

ahigh

income

than

other

grocerydelivery

services.Ekoplaza

users

remember

seeing

adsinvideo

games

more

often

thanothergrocery

delivery

users.Ekoplaza

users

aremore

likely

toliveinlarge

citiesthangrocery

delivery

usersingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Ekoplaza

is

more

popular

among

Millennials

than

other

grocery

delivery

servicesDemographic

profile:

generationsAgeof

consumersintheNetherlandsBrand

users36%48%14%2%Category

usersAllrespondents25%36%29%10%21%31%34%15%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=58,

Ekoplaza

users,n=528,

grocery

delivery

users,n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

services,

Ekoplaza

has

a

relatively

high

shareof

male

usersDemographic

profile:

genderGenderofconsumersintheNetherlandsBrand

users59%41%Category

usersAllrespondents53%47%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormealkits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=58,

Ekoplaza

users,n=528,

grocery

delivery

users,n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202357%

of

Ekoplaza

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheNetherlands34%33%

33%26%26%19%17%17%15%13%12%12%9%7%6%5%4%3%2%2%2%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youordered

groceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=58,

Ekoplazausers,n=528,

grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Ekoplaza

has

a

larger

share

of

users

with

a

high

income

than

other

grocerydelivery

servicesDemographic

profile:

incomeShare

ofconsumersintheNetherlandsinthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users52%15%33%Category

usersAllrespondents43%29%28%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:n=58,

Ekoplaza

users,

n=528,

grocery

delivery

users,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

users,

Ekoplaza

users

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheNetherlandslive40%31%29%27%26%20%19%17%16%14%11%10%10%9%9%3%

4%

3%Other2%1%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

thepast

12

months?";

Multi

Pick;Base:

n=58,

Ekoplaza

users,n=528,

grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Ekoplaza

users

are

more

likely

to

live

in

largecities

than

grocery

delivery

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheNetherlands48%37%33%33%32%29%23%20%16%12%9%7%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthese

providershave

youorderedgroceries,

beverages

or

meal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=58,

Ekoplaza

users,n=528,

grocerydelivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

202312%

of

Ekoplaza

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheNetherlandsBrand

users12%84%3%Category

usersAllrespondents9%85%6%8%85%7%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:

n=58,

Ekoplazausers,n=528,

grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Ekoplaza

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheNetherlands51%50%48%45%48%46%39%38%38%32%31%36%36%34%31%29%29%29%23%19%21%17%21%21%21%14%15%13%12%12%Havingagood

timeAhappyrelationshipTobesuccessfulAdvancingmy

careerMaking

myown

decisions

respectable

lifeAnhonest

andSafety

andsecurityLearningnew

thingsSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12months?";

Multi

Pick;Base:n=58,

Ekoplaza

users,n=528,

grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023VIPs

and

celebrities

are

relatively

prevalent

interests

of

Ekoplaza

usersConsumer

lifestyle:

main

interestsTop10

interestsofEkoplaza

usersintheNetherlands45%44%42%41%40%40%32%33%31%34%33%33%32%32%31%31%30%27%26%29%29%26%24%28%

26%23%26%26%17%13%SportsFood

&diningHome

&gardenHealth

&fitnessMovies,TVshows&musicTravelFamily

&parentingFashion&beautyScience

&technologyVIPs&celebritiesBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=58,

Ekoplaza

users,n=528,grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

Ekoplaza

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofEkoplaza

usersinthe

Netherlands41%32%33%34%34%34%31%35%34%33%32%29%28%28%27%22%26%24%22%23%23%23%22%21%16%16%15%15%14%14%OutdooractivitiesCars/vehiclesCooking/bakingDoing

sportsandfitnessTravelingReadingMaking

musicMeditation/wellnessGardeningandplantsBoard

games/cardgamesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=58,

Ekoplaza

users,n=528,grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Ekoplaza

users

are

more

likely

to

do

fitness,

aerobics,

cardio

than

other

grocerydelivery

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofEkoplaza

usersintheNetherlands26%16%11%12%14%14%14%14%13%13%12%12%10%10%10%8%8%7%7%7%7%6%6%6%6%5%4%4%3%2%Fitness,aerobics,cardioSoccerBadmintonBasketballSwimming/DivingHikingHunting/FishingRunning/JoggingCyclingDancingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthese

providershave

you

orderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=31,Ekoplaza

users,n=413,

grocery

delivery

users,n=4550,

all

respondentsConsumer

Insights

Global

as

of

August

2023Ekoplaza

users

are

more

likely

to

follow

rugby

than

other

grocery

delivery

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byEkoplaza

usersintheNetherlands20%21%21%16%12%12%12%10%10%10%10%9%7%7%7%6%6%5%5%5%4%4%4%4%3%3%2%2%2%1%SoccerBoxingRugbySwimming/divingTennisAmericanfootballAthletics(track&

field)BasketballMotorsportsBaseballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=20,Ekoplaza

users,n=330,

grocery

delivery

users,n=3704,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

food•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

50%

of

Ekoplaza

users

try

to

eat

less

meatConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninthe

Netherlands58%55%50%41%38%34%

35%35%

35%30%29%29%28%19%18%Itrytoeat

lessmeatIactively

trytoeathealthyItrytoavoidplasticpackagingwhen

buying

foodFood

mustbeconvenient

andfastIdonotenjoy

cookingBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beverages

or

meal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=58,

Ekoplaza

users,n=528,

grocerydelivery

users,n=2027,

all

respondentsConsumer

Insights

Global

as

of

August

202326%

of

Ekoplaza

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

Netherlands46%40%40%28%26%24%23%19%18%16%12%9%0%0%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:

n=58,

Ekoplaza

users,n=528,

grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Ekoplaza

users

think

that

the

environment

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theNetherlandsaccordingtoEkoplaza

users50%46%43%41%38%35%28%29%31%30%29%29%27%

29%24%28%

28%21%24%26%26%20%24%24%22%21%20%20%14%13%EnvironmentEducationHousingRising

prices/inflation/cost

of

livingDefense

&foreign

affairsUnifyingthecountryClimatechangeFood

andwater

securityUnemploymentEconomicsituationBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

inthe

past

12

months?";

Multi

Pick;Base:n=58,

Ekoplaza

users,n=528,

grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

users,

Ekoplaza

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheNetherlandsBrand

users21%20%20%26%28%47%7%Category

usersAllrespondents39%13%32%32%17%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;Base:

n=58,

Ekoplaza

users,n=528,

grocerydelivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsEkoplaza

users

access

the

internet

via

a

smartwatch

more

often

than

theaverage

grocery

delivery

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

Netherlandsuse

regularly

toaccesstheinternet88%87%85%72%71%70%60%55%55%50%49%48%48%47%45%41%41%

41%38%31%31%30%27%25%23%19%12%SmartphoneLaptopDesktop

PCSmart

TVSmartwatchStreaming

deviceAllrespondentsTabletSmart

speakers

Gaming

consoleBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12

months?";

Multi

Pick;

Base:n=58,

Ekoplaza

users,n=528,

grocery

delivery

users,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Ekoplaza

users

interact

with

companies

more

often

than

othergrocery

delivery

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheNetherlandsbytype46%43%47%42%43%41%

39%41%39%36%40%39%39%37%33%31%31%29%25%28%28%

27%21%28%23%21%26%20%16%12%11%9%7%3%3%

4%SentprivatemessagesFollowedpeoplePostedpictures/videosLiked

posts

Posted

texts

CommentedSharedcompanypostsSharedpostsbyother

usersLikedcompanypostsFollowedIhaveonly

Ihaven’t

usedbyotherusers/statusupdateson

postscompanies

used

social

social

mediamediapassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

providers

have

youorderedgroceries,

beverages

ormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=58,

Ekoplaza

users,n=528,

grocery

delivery

users,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Ekoplaza

users

tend

to

read

magazines

more

often

than

grocery

delivery

usersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheNetherlandshavebeenusing

inthe

past

4weeks75%71%70%59%64%62%66%63%62%61%59%57%53%53%51%50%39%44%44%34%40%38%36%29%33%29%32%31%19%26%25%19%15%RadioDigitalvideocontentMovies

/cinemaTVMagazinesDigitalmusiccontentPodcastsDailynewspapersOnlinenewswebsitesWeeklynewspapersOnlinemagazinesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

providershave

youorderedgroceries,beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=58,

Ekoplaza

users,n=528,

grocery

delivery

users,n=6067,

all

respondentsConsumer

Insights

Global

as

of

August

2023Ekoplaza

users

remember

seeing

ads

in

video

gamesmore

often

than

othergrocery

delivery

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereEkoplaza

usersinthe

Netherlandshavecome

across

digital

advertisinginthepast4weeks43%35%38%37%36%36%36%36%35%34%33%32%31%29%27%28%28%25%24%25%22%22%21%20%20%19%17%17%16%12%Video

gamesSocial

mediaEditorialwebsitesandappsNewslettersVideo

portalsOnlinestores

SearchenginesBlogs/forumsMusicportals

Video

streamingservicesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormealkits

online

in

the

past12

months?";

Multi

Pick;

Base:n=58,

Ekoplaza

users,n=528,

grocery

delivery

users,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

202348%

of

Ekoplaza

users

remember

advertising

they

heard

on

the

radioMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

Netherlandshavecome

across

non-digital

advertisinginthepast4weeks48%41%39%38%33%38%38%38%37%35%32%30%

30%30%26%25%24%23%

22%

23%21%21%20%16%OntheradioOnadvertisingspacesDirectly

inthestoreInprintedmagazinesandjournalsAtthemovies/cinemaOnTVBy

mailshot

/advertisingmailInprinteddailynewspaperson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online

in

the

past12