荷兰线上超市de buurtboer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:

De

Buurtboerusers

in

the

NetherlandsConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofDe

Buurtboer

users

inthe

Netherlands:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

DeBuurtboer

users

inthe

Netherlands(’’brandusers’’)

againstDutch

grocery

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

insightsDe

Buurtboer

ranks

eighth

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:De

Buurtboer

users

in

the

NetherlandsManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsDeBuurtboer

ismore

popularamongMillennials

thanother

grocery

deliveryservices.Success

and

career

advancement

arerelatively

important

to

DeBuurtboerusers.Itstands

out

that33%

ofDe

Buurtboerusers

donot

enjoy

cooking.DeBuurtboer

usersaccess

theinternetviaasmartwatch

more

often

thantheaverage

grocery

delivery

user.25%

ofDe

Buurtboer

users

areinnovators

or

early

adopters

ofnewproducts.DeBuurtboer

ismore

popularamongSportsisarelatively

prevalent

interestOnsocial

media,

DeBuurtboer

usersinteract

with

companies

more

oftenthan

other

grocery

delivery

users.male

grocery

delivery

usersthanfemale

of

DeBuurtboer

users.grocery

delivery

users.DIYandarts&craftsare

relativelyArelatively

highshare

ofDeBuurtboerusers

think

thatgovernment

debtisanissuethatneedstobeaddressed.DeBuurtboer

hasalarger

shareofusers

with

ahigh

income

thanothergrocery

delivery

services.popularhobbiesamong

De

Buurtboerusers.DeBuurtboer

usersremember

seeingadson

blogs

and

forums

more

oftenthan

other

grocery

delivery

users.DeBuurtboer

usersare

more

likely

toliveinlarge

citiesthan

grocery

deliveryusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+De

Buurtboer

is

more

popular

among

Millennials

than

other

grocery

deliveryservicesDemographic

profile:

generationsAgeof

consumersintheNetherlandsBrand

users30%55%16%0%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=64,

DeBuurtboer

users,n=528,

grocery

delivery

users,n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023De

Buurtboer

is

more

popular

among

male

grocery

delivery

users

than

femalegrocery

delivery

usersDemographic

profile:

genderGenderofconsumersintheNetherlandsBrand

users66%34%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=64,

De

Buurtboer

users,n=528,

grocery

deliveryusers,n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

De

Buurtboer

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheNetherlands48%34%33%26%26%22%17%15%14%13%12%6%6%5%5%4%3%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=64,

DeBuurtboer

users,n=528,

grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:De

Buurtboer

has

a

larger

share

of

users

with

a

high

income

than

other

grocerydelivery

servicesDemographic

profile:

incomeShare

ofconsumersintheNetherlandsinthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users61%10%29%28%Category

usersAllrespondents43%29%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=64,

DeBuurtboer

users,n=528,

grocery

delivery

users,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

users,

De

Buurtboer

users

are

relativelylikely

to

live

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheNetherlandslive31%30%29%27%26%23%20%19%17%13%11%11%10%10%9%4%3%3%2%2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

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=64,

DeBuurtboer

users,

n=528,

grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023De

Buurtboer

users

are

more

likely

to

live

in

largecities

than

grocery

deliveryusers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheNetherlands45%37%33%33%32%27%23%20%19%12%9%9%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=64,

DeBuurtboer

users,n=528,grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

202316%

of

De

Buurtboer

users

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheNetherlandsBrand

users16%84%0%Category

usersAllrespondents9%8%85%85%6%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=64,

DeBuurtboer

users,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

De

BuurtboerusersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheNetherlands51%50%48%46%42%39%39%39%38%38%36%33%36%34%32%29%28%28%23%20%21%21%21%

21%19%15%14%14%13%12%Making

myown

decisionsTobesuccessfulAhappyrelationshipHavingagood

timeAnhonest

andrespectable

lifeAdvancingmy

careerSafety

andsecurityLearningnew

thingsTraditionsSocial

justiceBrand

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=64,

DeBuurtboer

users,n=528,

grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sports

is

a

relatively

prevalent

interest

of

De

Buurtboer

usersConsumer

lifestyle:

main

interestsTop10

interestsofDeBuurtboerusersintheNetherlands45%44%42%42%41%40%40%32%34%34%33%33%33%32%31%30%29%30%27%28%27%27%26%26%25%25%24%23%22%21%SportsFood

&diningHome

&gardenFamily

&parentingMovies,TVshows&musicVehicles

&mobilityPolitics&societyandcurrentworld

eventsFinance&economyScience

&technologyTravelBrand

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=64,

DeBuurtboer

users,n=528,

grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023DIY

and

arts

&

crafts

are

relatively

popular

hobbies

among

De

Buurtboer

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofDeBuurtboerusersintheNetherlands36%34%33%34%33%30%30%30%30%28%28%28%28%27%25%28%23%25%25%25%24%23%23%22%17%17%16%16%15%14%DIYandarts&craftsTravelingVideo

gamingSocializingCars/vehiclesGardeningandplantsMaking

musicPetsDoing

sportsandfitnessOutdooractivitiesBrand

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=64,

DeBuurtboerusers,n=528,

grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023De

Buurtboer

users

are

more

likely

to

play

basketball

than

other

grocerydelivery

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofDe

BuurtboerusersintheNetherlands16%14%14%14%13%11%11%9%8%8%7%7%7%7%6%6%6%6%6%6%6%5%4%4%4%3%3%3%2%2%Fitness,aerobics,cardioBasketballSoccerBadmintonCyclingSwimming/DivingMartial

ArtsBaseball/SoftballCricketDancingBrand

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=22,

DeBuurtboer

users,n=413,

grocery

delivery

users,n=4550,

all

respondentsConsumer

Insights

Global

as

of

August

2023De

Buurtboer

users

are

more

likely

to

follow

boxing

than

other

grocery

deliveryusersConsumer

lifestyle:

sports

followedTop10

sports

followed

byDeBuurtboerusersintheNetherlands23%21%20%19%17%16%14%14%13%9%9%9%7%7%5%5%4%4%4%4%4%3%2%2%3%2%2%2%1%1%BoxingSoccerBasketballAthletics(track&field)BaseballSwimming/divingField

hockeyCricketGolfRugbyBrand

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=27,DeBuurtboer

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

33%

of

De

Buurtboer

users

do

not

enjoy

cookingConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninthe

Netherlands58%55%45%44%38%35%

35%35%34%33%30%30%29%19%18%Iactively

trytoeathealthyFood

mustbeconvenient

andfastItrytoavoidplasticpackagingwhen

buying

foodIdonotenjoy

cookingAllrespondentsItrytoeat

lessmeatBrand

usersCategory

users21

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=64,

DeBuurtboer

users,n=528,grocery

delivery

users,n=2027,

all

respondentsConsumer

Insights

Global

as

of

August

202325%

of

De

Buurtboer

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

Netherlands46%40%34%28%25%24%23%22%19%18%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=64,

DeBuurtboer

users,n=528,

grocery

delivery

users,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

De

Buurtboer

users

think

that

governmentdebt

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theNetherlandsaccordingtoDe

Buurtboerusers46%41%38%35%33%28%32%31%31%28%27%30%30%28%27%27%20%25%25%25%21%20%23%23%23%21%20%

20%12%

12%Environment

UnemploymentEconomicsituationEducationCivilrightsHousingPovertyGovernmentdebtImmigrationUnifyingthecountryBrand

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=64,

DeBuurtboer

users,n=528,

grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

users,

De

Buurtboer

users

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheNetherlandsBrand

users17%20%53%9%Category

usersAllrespondents20%28%39%13%20%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=64,

DeBuurtboerusers,n=528,grocery

delivery

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

touchpointsDe

Buurtboer

users

access

the

internet

via

a

smartwatch

more

often

than

theaverage

grocery

delivery

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

Netherlandsuse

regularly

toaccesstheinternet92%87%85%71%70%55%52%50%49%48%48%47%47%41%

41%38%36%36%31%31%31%

30%27%25%23%19%12%SmartphoneLaptopSmartwatchDesktop

PCBrand

usersSmart

TVSmart

speakers

Streaming

deviceAllrespondentsTabletGaming

consoleCategory

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=64,

DeBuurtboer

users,n=528,

grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

De

Buurtboer

users

interact

withcompanies

more

often

thanother

grocery

delivery

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheNetherlandsbytype47%46%42%38%39%41%41%40%39%39%33%39%37%36%34%34%33%30%30%29%25%27%21%26%20%25%23%21%16%12%11%9%7%4%2%2%Postedpictures/videosFollowedpeopleSharedcompanypostsSentprivatemessagesSharedpostsbyother

usersLiked

postsbyotherusersLikedcompanypostsCommentedon

postsFollowedcompaniesPosted

texts

Ihaveonly

Ihaven’t

used/statusupdatesused

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=64,

DeBuurtboer

users,n=528,

grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023De

Buurtboer

users

tend

to

listen

to

digital

music

content

less

often

thangrocery

delivery

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheNetherlandshavebeenusing

inthe

past

4weeks70%

75%73%63%72%66%64%62%61%61%57%52%51%50%39%48%48%38%44%44%38%36%29%33%32%29%30%30%19%28%25%19%15%DigitalvideocontentTVMovies

/cinemaRadioPodcastsDailynewspapersMagazinesDigitalmusic

Onlinenewscontent

websitesWeeklynewspapersOnlinemagazinesBrand

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=64,

DeBuurtboerusers,n=528,

grocery

delivery

users,n=6067,

all

respondentsConsumer

Insights

Global

as

of

August

2023De

Buurtboer

users

remember

seeing

ads

on

blogs

and

forumsmore

oftenthan

other

grocery

delivery

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereDeBuurtboerusersintheNetherlandshavecome

across

digitaladvertisinginthepast4weeks37%36%36%36%35%35%33%33%33%32%31%30%30%26%28%28%27%27%26%25%25%24%25%22%21%20%19%17%16%12%Blogs/forumsVideo

games

Video

streaming

Social

mediaservicesEditorialwebsitesandappsNewslettersSearchenginesWebsitesandappsof

brandsVideo

portalsOnlinestoresBrand

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=64,

DeBuurtboer

users,n=528,

grocery

delivery

users,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

202350%

of

De

Buurtboer

users

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

Netherlandshavecome

across

non-digital

advertisinginthepast4weeks50%39%

39%39%37%35%33%32%

31%24%30%30%

30%30%23%28%27%27%25%23%21%21%20%16%OnTVAtthemovies/cinemaOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersDirectly

inthestoreBy

mailshot

/

Onadvertisingadvertisingmailspaceson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormeal

kits

online