Well, I asked myself that question as I read the summary of the Coop report - a usage and attitude consumer report with more than 43000 respondents, with data compiled and published by Coop, a Swedish retailer.
According to the report the internet has become a highly important source of inspiration for Swedish consumers. Almost six out of ten consumers claim to use the internet as their primary source of food and dinner inspiration. And the most important thing is to compare these findings to the 2007 figures. In 2007, just two years ago, only 14% said the same thing! So, in two years the importance of the internet as food inspiration has increased by 43%... I must admit that I haven't studied the details of how the data has been compiled and analysed but I do find these findings interesting!
It makes me wonder if Sweden is facing an online food shopping revolution. Are Swedes ready for online food shopping too? I used to love online grocery shopping. In London I used Sainsburys online. I miss Sainsburys by the way... lots! And I started doing online food shopping in its infancy... 2003 it was. In those days I must admit that it wasn't the most fraction free experience. I often received the wrong goods but... it still was far better than taking the bus to and from the supermarket with fifteen plastic bags of very poor quality in tow... This year Mintel reports that one in three (35%) adults in the UK shop online for food, but just one in nine (11%) do so regularly or exclusively. Mintel also estimate that online food shopping will reach £4.4 billion in 2009, which in turn means that the online grocery market has grown a massive 134% since 2005. I think that is a pretty impressive development.
Online grocery shopping in Sweden hardly exists. But lately several of my friends have woken up to the idea and some of them have started to do their grocery shopping online via NetXtra or Coop. Their main reasons for online grocery shopping are to make their lives easier (more convenient) and to become more inspired to try out new foods and meals... So, here we go... here's that big need for inspiration again. Maybe food inspiration is just the BIG benefit that the online grocery retailers should build their offer around! I'm in a massive need of food inspiration. And, with great benefits like that I might just soon do my grocery shopping online too.