法国线上超市biocoop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:

Biocoop

usersin

FranceConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBiocoop

usersinFrance:

who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Biocoop

users

inFrance

(’’brandusers’’)againstFrench

grocery

delivery

users

ingeneral(’’category

users’’),

and

theoverall

French

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

France)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

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

insightsBiocoop

ranks

sixth

amonggrocery

delivery

services

in

FranceManagement

summary:

brandusageand

competitionTop10

most

used

grocery

delivery

servicesinFranceCarrefour40%E.Leclerc36%Auchan29%Amazon

/Amazon

Fresh

/Amazon

Pantry23%IntermarchéBiocoop19%13%11%11%10%10%MonoprixC’est

FraisHelloFreshBienmanger4Notes:"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;

Base:n=436,

grocery

delivery

usersConsumer

Insights

Global

as

of

August

2023Sources:Biocoop

users

in

FranceManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBiocoop

is

more

popularamongGeneration

Zthanother

grocerydelivery

services.Anhonest

and

respectable

lifeis

lessimportant

to

Biocoop

usersthan

toother

grocery

delivery

users.Itstands

out

that49%

ofBiocoop

userstrytoavoid

plasticpackagingwhenbuyingfood.Biocoop

users

access

theinternet

viaagamingconsole

more

often

thantheaverage

grocery

delivery

user.Compared

toothergrocery

deliveryservices,

Biocoop

hasarelatively

highshareof

male

users.Sportsisarelatively

prevalent

interestof

Biocoop

users.26%

ofBiocoop

usersare

innovators

orearly

adoptersof

new

products.Biocoop

users

tendtobemore

activeon

social

media

thanothergrocerydelivery

users.Video

gaming

isarelatively

popularBiocoop

hasalarger

share

ofusers

with

hobbyamong

Biocoop

users.ahighincome

than

other

groceryArelatively

highshare

ofBiocoop

usersthink

thatcrime

isanissuethatneedstobeaddressed.Biocoop

users

remember

seeing

adsinonlinestores

more

often

than

othergrocery

delivery

users.delivery

services.Biocoop

users

aremore

likely

to

live

inlarge

citiesthangrocery

delivery

usersingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Biocoop

is

more

popular

among

GenerationZ

than

other

grocery

deliveryservicesDemographic

profile:

generationsAgeof

consumersinFranceBrand

users32%42%21%5%6%Category

usersAllrespondents26%41%27%21%33%33%12%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

providershave

youorderedgroceries,

beveragesormeal

kits

online

in

the

past

12

months?";

Multi

Pick;Base:n=57,

Biocoopusers,n=436,

grocery

delivery

users,n=12165,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

services,

Biocoop

has

a

relatively

high

shareof

male

usersDemographic

profile:

genderGenderofconsumersinFranceBrand

users60%40%Category

usersAllrespondents54%46%49%52%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

providers

have

youorderedgroceries,

beveragesormealkits

online

in

the

past12

months?";

Multi

Pick;

Base:

n=57,

Biocoopusers,n=436,

grocery

delivery

users,n=12165,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Biocoop

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinFrance25%25%23%23%21%21%19%19%19%18%16%15%15%11%7%5%4%3%3%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=57,

Biocoopusers,n=436,

grocery

delivery

users,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Biocoop

has

a

larger

share

of

users

with

a

high

income

than

other

grocerydelivery

servicesDemographic

profile:

incomeShare

ofconsumersinFrance

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users50%33%17%Category

usersAllrespondents36%33%31%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=57,

Biocoopusers,n=436,

grocery

delivery

users,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

users,

Biocoop

users

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinFrancelive53%39%35%24%19%19%17%18%16%10%

10%10%9%9%5%2%

2%Other2%

1%Multi-generationalfamily0%0%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo

or

morehouseholdrelated

adults

household

typesBrand

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=57,

Biocoopusers,n=436,

grocery

delivery

users,

n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Biocoop

users

are

more

likely

to

live

in

largecities

than

grocery

delivery

users

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinFrance33%30%27%26%25%25%24%23%19%18%14%12%11%8%6%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

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=57,

Biocoopusers,n=436,

grocerydelivery

users,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

202316%

of

Biocoop

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinFranceBrand

users16%77%7%Category

usersAllrespondents8%82%10%7%82%11%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=57,

Biocoopusers,n=436,

grocery

delivery

users,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedAn

honest

and

respectable

life

is

less

important

to

Biocoop

users

than

to

othergrocery

delivery

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinFrance61%52%49%46%43%40%45%44%44%40%39%30%30%34%32%29%28%20%23%23%18%16%19%18%18%16%12%11%10%8%AhappyrelationshipHavingagood

timeTobesuccessful

Anhonest

andrespectable

lifeSafety

andsecurityMaking

myown

decisionsSocial

justiceTraditionsLearningnew

thingsAdvancingmy

careerBrand

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=57,

Biocoopusers,n=436,

grocery

delivery

users,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sports

is

a

relatively

prevalent

interest

of

Biocoop

usersConsumer

lifestyle:

main

interestsTop10

interestsofBiocoop

usersinFrance47%46%43%

43%42%40%38%37%37%36%30%32%35%34%33%33%28%30%24%29%28%28%26%26%26%25%23%23%20%15%SportsTravelFood

&diningHome

&gardenScience

&technologyHealth

&fitnessHistoryMovies,TVshows&musicCareer

&educationFamily

&parentingBrand

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=57,

Biocoopusers,n=436,grocery

delivery

users,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Video

gaming

is

a

relatively

popular

hobby

among

Biocoop

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBiocoop

usersinFrance46%42%40%37%37%39%39%36%36%33%33%28%28%28%26%28%32%30%30%30%29%29%28%28%27%26%19%17%15%13%Video

gamingOutdooractivitiesTravelingSocializingCooking/bakingPetsCars/vehiclesDoing

sportsandfitnessGardeningandplantsMaking

musicBrand

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=57,

Biocoopusers,

n=436,grocery

delivery

users,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Biocoop

users

are

more

likely

to

play

soccer

than

other

grocery

delivery

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBiocoop

usersinFrance23%19%17%16%16%13%14%14%14%13%13%11%11%11%9%9%9%9%9%8%8%7%6%5%4%4%4%3%2%2%SoccerBasketballCyclingHikingRunning/JoggingHunting/FishingSwimming/DivingAmericanFootball

/BadmintonBaseball/SoftballFlagFootballBrand

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=28,Biocoopusers,n=416,

grocery

delivery

users,n=5414,

all

respondentsConsumer

Insights

Global

as

of

August

2023Biocoop

users

are

more

likely

to

follow

cycling

than

other

grocery

delivery

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byBiocoop

usersinFrance26%24%24%21%18%16%14%13%12%

12%12%11%11%10%9%

9%9%9%8%8%8%7%7%7%6%5%5%4%3%2%SoccerCyclingTennisBasketballRugbyAthletics(track&

field)BoxingHandballAmericanfootballGolfBrand

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=26,Biocoopusers,n=321,

grocery

delivery

users,n=4129,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

food•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

49%

of

Biocoop

users

try

to

avoidplastic

packaging

whenbuying

foodConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninFrance60%58%49%40%40%40%38%37%36%36%32%32%19%14%13%Itrytoavoidplasticpackagingwhen

buying

foodFood

mustbeconvenient

andfastIactively

trytoeathealthyItrytoeat

lessmeatIdonotenjoy

cookingBrand

usersCategory

usersAllrespondents21

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=57,

Biocoopusers,n=436,

grocerydelivery

users,n=1003,

all

respondentsConsumer

Insights

Global

as

of

August

202326%

of

Biocoop

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinFrance50%47%42%26%25%22%19%18%17%14%10%9%1%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=57,

Biocoopusers,n=436,

grocery

delivery

users,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Biocoop

users

think

that

crime

is

an

issue

that

needs

tobe

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

France

accordingtoBiocoop

users61%48%46%40%40%30%35%41%41%33%33%33%38%36%32%34%37%32%37%37%36%33%30%35%33%33%32%30%25%23%CrimeRising

prices/inflation/cost

of

livingHousingImmigrationEnvironmentPovertyClimatechange

UnemploymentEducationFood

andwater

securityBrand

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=57,

Biocoopusers,n=436,

grocery

delivery

users,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

delivery

users,

Biocoop

users

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinFranceBrand

users18%33%39%11%Category

usersAllrespondents26%27%30%18%23%27%28%22%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=57,

Biocoopusers,

n=436,

grocery

delivery

users,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsBiocoop

users

access

the

internet

via

a

gaming

console

more

often

than

theaverage

grocery

delivery

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinFranceuseregularlyto

accesstheinternet90%

89%88%71%

70%65%54%53%50%49%47%47%45%43%39%37%36%29%28%28%26%24%23%21%18%16%16%SmartphoneLaptopGaming

consoleTabletDesktop

PCSmart

TVSmartwatchSmart

speakers

Streaming

deviceBrand

usersCategory

usersAllrespondents26

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=57,

Biocoopusers,n=436,

grocery

delivery

users,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Biocoop

users

tend

to

be

more

active

on

social

media

than

other

grocerydelivery

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinFrance

by

type52%53%54%47%37%43%43%42%41%37%41%30%39%38%33%33%26%32%30%30%28%23%24%21%26%18%26%22%20%13%10%10%6%5%2%2%SentprivatemessagesPostedpictures/videosFollowedpeopleCommentedon

postsLikedcompanypostsSharedcompanypostsLiked

posts

Posted

textsFollowedcompaniesSharedpostsbyother

usersIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusers/statusupdatespassivelyBrand

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=57,

Biocoopusers,n=436,

grocery

delivery

users,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Biocoop

users

tend

to

read

daily

newspapers

more

often

than

grocery

deliveryusers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinFrance

havebeen

using

inthepast4weeks80%77%77%63%68%62%60%67%

67%65%58%57%47%46%37%45%44%43%37%40%39%36%33%26%33%22%32%28%25%23%20%15%21%DigitalvideocontentRadioMovies

/cinemaTVDailynewspapersMagazinesPodcastsDigitalmusic

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=57,

Biocoopusers,n=436,

grocery

delivery

users,n=6070,

all

respondentsConsumer

Insights

Global

as

of

August

2023Biocoop

users

remember

seeing

ads

in

online

stores

more

often

than

othergrocery

delivery

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBiocoop

usersinFrance

havecome

across

digitaladvertisinginthepast4weeks47%42%40%39%

39%32%33%33%30%29%

29%29%28%26%27%25%23%23%23%21%21%21%21%21%19%18%15%18%11%9%Video

portals

Video

streaming

Onlinestores

Search

engines

Video

gamesservicesEditorialwebsitesandappsNewslettersSocial

mediaMusicportalsWebsitesandappsof

brandsBrand

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=57,

Biocoopusers,n=436,

grocery

delivery

users,n=12165,

all

respondentsConsumer

Insights

Global

as

of

August

2023Biocoop

users

remember

ads

they

saw

in

printed

daily

newspapers

more

oftenthan

other

grocery

delivery

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinFrancehavecome

across

non-digital

advertisinginthepast4weeks57%

57%42%34%42%35%35%32%32%32%31%30%30%29%28%24%24%

24%23%23%23%21%19%15%Directly

inthestoreOnTVInprinteddailynewspapersOntheradioAtthemovies/cinemaInprintedmagazinesandjournalsBy

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

in

the

past12

months?";

Multi