瑞士线上超市logam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:

Logam

usersin

SwitzerlandConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofLogam

users

in

Switzerland:

who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Logamusers

inSwitzerland

(’’brandusers’’)againstSwiss

grocery

delivery

users

ingeneral(’’category

users’’),

and

theoverall

Swiss

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Switzerland)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

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

insightsLogam

ranks

outside

the

top

10

of

most

used

grocery

delivery

services

inSwitzerlandManagement

summary:

brandusageand

competitionTop10

most

used

grocery

delivery

servicesinSwitzerlandCoop38%Migros31%Amazon

/Amazon

Fresh

/Amazon

Pantry26%BRACK.CHHelloFreshFarmy.ch19%18%16%15%14%12%10%AldiBringosHetheyHofladen

Express4Notes:"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;

Base:n=706,

grocery

delivery

usersConsumer

Insights

Global

as

of

August

2023Sources:Logam

users

in

SwitzerlandManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsLogamhasahighshare

ofusers

thatareMillennials

compared

to

thetotalonlinepopulation.Success

and

career

advancement

arerelatively

important

to

Logam

users.Itstands

out

that41%

ofLogam

userstrytoavoid

plasticpackagingwhenbuyingfood.Logamusers

access

theinternet

viaasmart

speaker

more

often

thantheaverage

grocery

delivery

user.Gaming

and

eSports

are

relativelyprevalent

interests

of

Logamusers.Logamhasmore

male

thanfemaleusers.29%

ofLogam

users

areinnovators

orearly

adoptersof

new

products.Logamusers

tendtosharepostsbyother

users

more

often

thanothergrocery

delivery

users.Logamusers

are

more

likely

tohaveLogamhasalarger

shareof

userswith

a

outdoor

activitiesas

ahobbythan

other

Arelatively

highshare

ofLogam

usershighincome

thanother

grocery

delivery

grocery

delivery

users.services.think

thatreligious

conflictsare

issuesthatneed

to

beaddressed.Logamusers

remember

hearing

adsonmusicportalsandstreaming

servicesmore

often

than

other

grocery

deliveryusers.Logamusers

are

more

likely

toliveinlarge

citiesthangrocery

delivery

usersingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Logam

has

a

high

share

of

users

that

are

Millennials

compared

to

the

totalonline

populationDemographic

profile:

generationsAgeof

consumersinSwitzerlandBrand

users18%40%34%8%Category

usersAllrespondents14%39%36%36%11%18%35%11%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=62,

Logamusers,n=706,

grocery

delivery

users,n=7804,all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Logam

has

more

male

than

female

usersDemographic

profile:

genderGenderofconsumersinSwitzerlandBrand

users56%55%44%45%Category

usersAllrespondents50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormealkits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=62,

Logamusers,n=706,

grocery

delivery

users,n=7804,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202361%

of

Logam

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSwitzerland35%32%28%27%24%23%21%21%19%10%9%8%8%8%6%5%5%3%3%2%1%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=62,

Logamusers,n=706,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Logam

has

a

larger

share

of

users

with

a

high

income

than

other

grocerydelivery

servicesDemographic

profile:

incomeShare

ofconsumersinSwitzerland

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users39%36%25%26%Category

usersAllrespondents35%39%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=62,

Logamusers,n=706,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

users,

Logam

users

are

relatively

likely

tolive

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSwitzerland

live32%31%27%26%24%20%19%18%16%16%13%11%8%8%7%5%4%4%

5%Other3%3%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morehouseholdrelated

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=62,

Logamusers,n=706,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Logam

users

are

more

likely

to

live

in

large

cities

than

grocery

delivery

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSwitzerland39%33%30%27%27%27%24%24%24%20%16%10%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=62,

Logamusers,n=706,

grocerydelivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

20232%

of

Logam

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwitzerlandBrand

users2%94%5%4%Category

usersAllrespondents7%89%6%86%8%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=62,

Logamusers,n=706,

grocery

delivery

users,n=7804,

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

Logam

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSwitzerland48%44%40%39%39%37%37%36%32%35%34%27%27%28%31%31%31%30%28%27%27%

24%24%27%26%26%19%18%14%13%Anhonest

and

Tobesuccessfulrespectable

lifeHavingagood

timeLearningnew

thingsTraditionsAdvancingmy

careerMaking

myown

decisionsSocial

justiceAhappyrelationshipSafety

andsecurityBrand

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=62,

Logamusers,n=706,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gaming

and

eSports

are

relatively

prevalent

interests

of

Logam

usersConsumer

lifestyle:

main

interestsTop10

interestsofLogam

usersinSwitzerland46%40%40%39%35%40%39%37%35%34%28%29%32%32%32%26%31%29%29%28%28%27%27%26%27%26%23%21%15%11%Fashion&beautyCareer

&educationHealth

&fitnessVehicles

&mobilityScience

&technologyGaming

&eSportsTravelFinance&economySportsFood

&diningBrand

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=62,

Logamusers,n=706,grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Logam

users

are

more

likely

to

have

outdoor

activities

as

a

hobby

than

othergrocery

delivery

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofLogam

usersinSwitzerland47%41%39%38%38%37%35%34%34%33%33%31%23%31%30%29%29%29%28%27%27%27%26%26%22%20%20%19%19%19%OutdooractivitiesDoing

sportsandfitnessTravelingCars/vehiclesCooking/bakingSocializingPetsReadingDIYandarts&craftsMeditation/wellnessBrand

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=62,

Logamusers,n=706,grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Logam

users

are

more

likely

to

play

baseball

or

softball

than

other

grocerydelivery

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofLogam

usersinSwitzerland26%23%20%19%19%19%19%18%18%18%18%13%13%12%13%10%9%9%8%

8%8%6%6%5%4%3%3%3%3%1%Baseball/SoftballCricketAmericanFootball

/CyclingDancingHikingGolfRugbySoccerSwimming/DivingFlagFootballBrand

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=36,Logamusers,n=295,

grocery

delivery

users,n=3860,

all

respondentsConsumer

Insights

Global

as

of

August

2023Logam

users

are

more

likely

to

follow

athletics

(track

&

field)

than

other

grocerydelivery

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byLogam

usersinSwitzerland19%16%16%16%13%13%13%13%11%11%11%10%8%7%7%6%

6%6%6%5%5%5%4%4%4%3%3%3%2%2%Athletics(track&

field)BasketballAmericanfootballCyclingHandballSoccerBaseballBoxingGolfMixedMartial

ArtsBrand

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=18,Logamusers,n=197,

grocery

delivery

users,n=2423,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

food•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

41%

of

Logam

users

try

to

avoid

plastic

packaging

whenbuying

foodConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninSwitzerland60%53%52%41%39%36%36%35%34%32%31%27%24%17%

18%Iactively

trytoeathealthyItrytoavoidplasticpackagingwhen

buying

foodItrytoeat

lessmeatCategory

usersFood

mustbeconvenient

andfastIdonotenjoy

cookingBrand

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=62,

Logamusers,n=706,

grocerydelivery

users,n=1272,

all

respondentsConsumer

Insights

Global

as

of

August

202329%

of

Logam

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSwitzerland47%41%39%29%26%21%20%18%17%15%15%12%1%1%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=62,

Logamusers,n=706,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Logam

users

think

that

religious

conflicts

are

issuesthat

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Switzerland

accordingtoLogam

users32%31%31%31%31%29%

31%27%30%30%29%

29%29%25%26%29%28%25%24%24%20%20%19%19%16%14%13%12%11%9%CivilrightsDefense

&foreign

affairsHousingUnemployment

ClimatechangeReligiousconflictsEnvironmentImmigrationCrimeHealth

andsocial

securityBrand

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=62,

Logamusers,n=706,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

202345%

of

Logam

users

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwitzerlandBrand

users18%18%17%31%30%32%45%6%Category

usersAllrespondents44%8%34%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=62,

Logamusers,n=706,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsLogam

users

access

the

internet

via

a

smart

speaker

more

often

than

theaverage

grocery

delivery

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwitzerland

useregularlytoaccess

theinternet92%89%85%70%65%

65%61%58%50%46%47%45%44%44%43%44%42%39%37%37%32%30%28%27%25%24%17%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersGaming

consoleCategory

usersTabletSmartwatchSmart

speakers

Streaming

deviceAllrespondents26

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=62,

Logamusers,n=706,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Logam

users

tend

to

share

posts

by

other

users

more

often

than

other

grocerydelivery

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSwitzerland

bytype50%45%42%36%42%38%37%42%31%41%35%40%40%37%29%37%36%36%35%32%31%

31%25%27%22%27%26%

27%22%16%9%6%6%3%2%0%Sharedpostsbyother

usersCommentedon

postsPostedpictures/videosFollowedcompaniesFollowedpeoplePosted

texts/statusSharedcompanypostsLiked

posts

SentprivateLikedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessagesupdatespassivelyBrand

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=62,

Logamusers,n=706,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Logam

users

tend

to

watch

digital

video

content

more

often

than

grocerydelivery

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSwitzerland

havebeen

usinginthepast4weeks76%65%

70%63%64%63%57%57%47%56%53%56%48%55%51%47%48%46%34%46%44%33%44%43%43%41%35%38%32%32%24%

20%22%DigitalvideocontentTVDigitalmusiccontentDailynewspapersRadioMagazinesPodcastsOnlinemagazinesMovies

/cinemaOnlinenewswebsitesWeeklynewspapersBrand

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=54,

Logamusers,n=572,

grocery

delivery

users,n=5951,

all

respondentsConsumer

Insights

Global

as

of

August

2023Logam

users

remember

hearing

ads

on

music

portals

and

streaming

servicesmore

often

than

other

grocery

delivery

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereLogam

usersinSwitzerland

havecome

across

digitaladvertisinginthepast4weeks50%42%42%42%36%37%41%40%36%35%37%35%35%31%31%25%29%25%26%26%

24%21%25%24%22%22%22%21%19%18%Video

portalsMusicportalsOnlinestores

Search

engines

Social

mediaEditorialwebsitesandappsVideo

streamingservicesWebsitesandappsof

brandsNewslettersVideo

gamesBrand

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=62,

Logamusers,n=706,

grocery

delivery

users,n=7804,

all

respondentsConsumer

Insights

Global

as

of

August

2023Logam

users

remember

ads

they

saw

out-of-home

more

often

than

othergrocery

delivery

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwitzerland

havecome

across

non-digital

advertisinginthepast4weeks48%47%42%45%36%42%40%37%37%32%

32%35%30%35%32%32%29%

30%29%28%28%26%24%20%OnadvertisingspacesOnTVDirectly

inthestoreBy

mailshot

/advertisingmailInprinteddailynewspapersInprintedmagazinesandjournalsOntheradioAtthemovies/cinemaon

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

months?";

Multi