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Sweden expected huge growth in Online food industry

Update On :17 August 2016

Sweden expected huge growth in Online food industry

One in five consumers in Sweden already brought groceries online last year, but the online food industry in this European country is expected to grow even more significant in 2016. According to a report by the Swedish Trade Federation, it’s expected to grow by 1.6 billion kronor, 169 million euros, during this year.

Buying food online is something many customers needed to become familiar with. Traditionally, fruits and vegetables are things customers wants to feel in their hands before buying them. But during the last couple of years, food online has become an interesting industry that shows lots of potential. The Swedish Trade Federation announced that online grocery sales in the Scandinavian country increased by 40 percent last year (compared to 2014), and during the first quarter this year, sales increased by 32 percent.

Online couponing platform CupoNation analyzed the interest among Swedish consumers, so it could get an overview of how this industry is growing and how ecommerce players in the future can compete against already established companies such as ICA and Coop.

In Sweden, more and more bags of food are being delivered to the consumers’ homes, which has led to an increase in popularity of online stores such as Linas Matkasse and Mathem. “The popularity is recognized, since the big player ICA launched its ecommerce service not long ago and now Willys and Hemköp, both major supermarkets, are establishing a clear online presence”, CupoNation writes.

The couponing website studied search volumes for ecommerce players Linas Matkasse and Mathem, and the traffic to online grocery stores on its own online platform. These are the search volumes for Linas Matkasse and Mathem for the periods January-June 2015 and January-June 2016:

“The volumes above illustrate the growing interest in food online among Swedish consumers this year compared to last year”, the website explains. “There is a significant increase almost every month during this period in comparison with the same period in 2015.” For Mathem, the search volumes grew by about 76.5 percent during the period January-June 2016 and for Linas Matkasse there was an increase of 15 percent during the same period.

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