German consumers still reluctant to buy food on the internet

摘要

At present, only a minority of Germany's consumers orders food supplies from online retailers. This is the central result of a current study undertaken by the German word of mouth marketing company Trnd International and the content marketing and communication company Territory. A nationwide study questioned just roughly 10,000 consumers as to their experience with online food shopping. Not more than 20% of the respondents said they had already bought fresh food online. The majority (80%) has not yet made use of this service - around half of them (51.6%) said they did not plan to make any use of this service in the future either, or tended not to do so. The study reveals that the vast majority of the respondents (88%) does not believe that online food trading will replace store-based food shopping in the future.