When you know that 46% of French practice online purchase food, food distribution can only bow to the new technologies that capture the everyday life of each. Optimiam, Wynd and costs here have understood this and have been winning thanks to their innovative concepts.
Focus on the winners
Limit waste was the major concern of Raodath Amiou, founder of Optimiam and winner of the digital service. This is a mobile application that connects via geolocation local shops that sell fresh and perishable products to consumers around them to sell their surplus food on time. Optimiam should eventually encompass a keyword search engine, a system of smart rating and sponsorship, data management, and a behavioral analysis of consumers. A native of Ile-de-France, the creator of Optimiam count 3,000 traders hope by 2017 to 210,000 consumers in the application.
For commercial management platform Wynd (Ile-de- France), winner of the connected object, saving time between order and delivery to the customer is what motivated the creation of the Wynd Terminal, a connected object by directly connecting restaurants and their customers in real time. Professionals can view and edit the same time commands the client consults the process the order. The founders of the Wynd Terminal hope digitize tens of thousands of outlets worldwide in the coming years.
Selling fresh local products price “fair” is the objective costs of Here, winner of Concept store prices. Located in Portet-sur-Garonne (31), food retail brand allows consumers to purchase more than 2,500 products from 70% of the Midi-Pyrenees region. The brand hopes to capture 4 to 5 million in revenue on each store and open 5-6 new stores in France by 2016.
Towards an explosion of food sales
“46% of French practice food online purchase”, is what emerges from the report of the Obsoco following a survey conducted online by Respondi (from 13 to 23 March 2015) among a sample of 971 people, aged 18 to 70, taking into account their socio-economic group and region. Seduced by e-commerce in general, the French could become many experimenting buying food online even if the share of e-commerce in this sector remains very marginal, representing only 3% of the market share.
Among the users of e-commerce-food, the 24-34 years are over-represented, suggesting that the report “daily” of this “generation Y” to new technology has an influence in the adoption of this logic of purchase. Intermediate occupations are also the majority among shoppers in the food sector. The ease with new technologies and the financial comfort incite them to practice food sales.
From mass market segmentation?
In contrast to the mass market war boom, the trend is segmentation according to the various and diverse needs of consumers. Time saving, environmental responsibility, quality products and good deals are causing this segmentation of food sales made through the drives, the producer directly, group purchases, subscriptions and private sales.
Conquering the Great West?
Among the different regions to conquer, the great West seems to be the first region on the list with 54% of large western population already practice and already food online purchase in the last 12 months, 9 points higher than people in the rest of France. A little surprising finding when we know that the online marketplace associated with the drive achieves his greatest success in this region. In addition to the drives that have earned notoriety with 40% of large Western users, private sales (20%) and the producer directly (14%) do not let down.
Although 95 % of French are fans of e-commerce pure players like Amazon and Cdiscount are not expected on the market in the food sector in France. Nearly 25% of non-buyers prefer the direct experience of the circuit producer in the coming months as the segment penetration rate in France is only 13%. This rate is 33% for the inhabitants of the great West.
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