加拿大在线杂货购物市场前景及投资研究报告-培训课件外文版2024.4

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TRENDSOnlinegrocerymarketinCanadaCHAPTER

01OverviewRetailsalesofsupermarketsandothergroceryretailersinCanadafrom2017to2022(inbillionCanadiandollars)RetailsalesofsupermarketsandothergroceryretailersinCanada2017-2022120100.67100.1710089.8486.2984.0184.448060402002017201820192020202120223Description:In2022,retailsalesofsupermarketsandothergrocery(exceptconvenience)retailersinCanadaamountedtoapproximately84.44billionCanadiandollars.Asignificantdecreasefromthesalesofthepreviousyear,whichamountedtoapproximately100billiondollars.ReadmoreNote(s):Canada;2017to2022;*Seasonallyadjusted.Excludingconveniencestores.

Figureshavebeenrounded.Asof2018thesourceprovidedmonthlysalesfigures.Totalsforallyearshavebeenrecalculatedusingthisdata.

ReadmoreSource(s):StatCanMonthlyretailsalesofgrocerystoresinCanadafromJanuary2015toDecember2022(inbillionCanadiandollars)MonthlyretailsalesofgrocerystoresinCanada2015-20222015201620172018201920202021202211.010.510.09.59.08.58.07.57.06.5JanFebMarAprMayJunJulAugSepOctNovDec4Description:MonthlysalesofgrocerystoresinCanadahitahighof10.34billionCanadiandollarsinMarch2020,anincreaseofovertwobillioncomparedtothepreviousmonth.ThespreadofcoronavirusinearlyMarch2020andconsequentpanicbuyingcanexplainthisjumpinsales.ByDecember2022,grocerystoresalesamountedtoaround9.3billionCanadiandollars.ReadmoreNote(s):Canada;January2015toDecember2022;*Seasonallyadjusted.Figureshavebeenrounded.ReadmoreSource(s):StatCanRetaile-commercerevenueinCanadafrom2017to2028(inbillionU.S.dollars)Retaile-commercerevenueinCanada2017-2028908070605081.4776.9672.3268.6259.7152.149.1147.1838.684029.7627.712018302010025.98201720192020202120222023202420252026202720285Description:In2023,retaile-commerceinCanadageneratedover52billionU.S.dollarsinrevenues.Accordingtoestimates,thisfigureisprojectedtoincreaseto81billionU.S.dollarsby2028.

ReadmoreNote(s):Canada;2017to2028Source(s):DigitalMarketInsightsFoodaspercentageoftotalretaile-commercesalesinCanadafrom2017to2028Foodshareoftotale-commercesalesinCanada2017-20288%7%6%5%4%3%7%6.7%6.37%6.18%5.06%4.13%3.39%2.59%20202.55%20212.32%20192.2%20182.12%20172%1%0%20222023202420252026202720286Description:Accordingtothe2028.ReadmoreDigitalMarketOutlook,food'sshareoftotale-commerceretailsalesinCanadawasjustoverthreepercentin2023.Thispercentageisforecasttocontinuegrowinginthecomingyears,reachinganestimatedsevenpercentbyNote(s):Canada;2017to2028Source(s):DigitalMarketInsightsCHAPTER

02OnlinegroceryretailersE-commercenetsalesoftheleadingonlinestoresinthegrocerysegmentinCanadain2022(inmillionU.S.dollars)TopgroceryonlinestoresinCanada2022E-commercerevenueinmillionU.S.dollars150

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250050100300350400450walmart.cacostco.ca415408.3amazon.ca253.2150.1149.5nofrills.carealcanadiansuperstore.ca110.4108.3maxi.ca97.4loblaws.ca92hellofresh.ca89.38Description:In2022,walmart.cageneratedthehigheste-commercenetsalesamongtheleadinggroceryonlinestoresinCanada,withanestimated415millionU.S.dollarsinonlinesales.Costco.cafollowedcloselyinsecondplace,generatingover408milliondollarsine-commercesalesthatyear.ReadmoreNote(s):Canada;2022Source(s):ecommerceDB.com;Onlinegrocery&beverageshoppingbystorebrandinCanadaasofSeptember2023Onlinegrocery&beverageshoppingbystorebrandinCanada2023Shareofrespondents10%

15%0%5%20%25%30%35%40%Walmart40%Amazon/AmazonFresh/AmazonPantry35%CostcoInstacart30%21%HelloFreshIGA16%13%12%11%11%10%MetroLoblawsNoFrillsBulkBarnFruiterieMilanoLongos9%6%6%Saveonfoods9Description:WeaskedCanadianconsumersabout"Onlinegrocery&beverageshoppingbystorebrand"andfoundthat"Walmart"takesthetopspot,while"Thriftyfoods"isattheotherendoftheranking.ReadmoreNote(s):Canada;October2022toSeptember2023;889respondents;18-64years;respondentswhoorderedgroceriesorbeveragesonline(eCommerce&retail,Food&consumption)Source(s):ConsumerInsightsPercentagechangeofWalmarte-commercenetsalesinCanadafrom2ndquarter2021to4thquarter2023QuarterlychangeofWalmarte-commercenetsalesinCanada2021-2023350%299%300%250%200%150%100%50%215%177%116%41%31%3%0%-4%-4%-3%-9%-50%Q2'21Q3'21Q4'21Q1'22Q2'22Q3'22Q4'22Q1'23*Q2'23Q3'23Q4'2310Description:Inthelastthreemonthsof2022,theonlinenetsalesofWalmartdecreasedbyfourpercentinCanada.TheNorthAmericanretailerexpectsevenslowergrowthinthefollowingquarters.Inthesecondquarterof2023,e-commercenetsalesareforecasttodecreasebyninepercent.ReadmoreNote(s):Canada;Q22021toQ42023;comparedtothesameperiodofthepreviousyear;*Datafromthisquarteronwardswereforecast.DatafromQ22021toQ32023weretakenfrompreviouspublications.

ReadmoreSource(s):WalmartPercentagechangeofMetroonlinefoodsalesinCanadafrom1stquarter2021to4thquarter2023QuarterlychangeofMetroonlinefoodsalesinCanada2023300%240%250%200%150%100%50%170%116%40%41%40%33%19%6%0%0%-2.9%-1.4%-50%Q1'21Q2'21Q3'21Q4'21Q1'22Q2'22Q3'22Q4'22Q1'23Q2'23Q3'23Q4'2311Description:Inthe13-weekperiodendingSeptember30th,2023,onlinefoodsalesoftheCanadianretailerMetroincreasedby116percentcomparedtothesameperiodofthepreviousyear.Thehighestonlinesalesgrowthwasrecordedinthesecondquarterof2021,whenonlinesalesoffoodproductsgrewby240percent.ReadmoreNote(s):Canada;Q12021toQ42023;comparedtothesameperiodofthepreviousyearSource(s):MetroE-commercenetsalesofrealcanadiansuperstore.cainCanadafrom2017to2022(inmillionU.S.dollars)RealCanadianSuperstore:E-commercenetsalesinCanada2017-2022600500400300200100489.4472.6424.5128.7201966.747.902017201820202021202212Description:Accordingtoestimates,RealCanadianSuperstore'sonlinestore,realcanadiansuperstore.cageneratedanestimated424.5millionU.S.dollarsine-commercenetsalesinCanadain2022.Thismarksasignificantincreasefromthecompany'spre-pandemiconlinesales,whichwereestimatedatapproximately129millionU.S.dollarsin2019.ReadmoreNote(s):2017to2022*Source(s):ecommerceDB.com;CHAPTER

03TrafficAnalysisWebtrafficofselectedonlinesupermarketsinCanadainNovember2023,bymonthlyvisits(inmillions)WebtrafficofselectedonlinesupermarketsinCanada2023,bymonthlyvisitsMonthlyvisitsinmillions15

20051025303540walmart.cacostco.ca37.826.3realcanadiansuperstore.cametro.ca4.13.4nofrills.ca2.12maxi.ca1.51.3loblaws.ca14Description:InNovember2023,leadingonlinegrocerwalmart.carecordedmorethan37millionvisitstoitswebsite,whereasmonthlywebtrafficofcompetitorssuchasrealcanadiansuperstore.caormetro.careachedapproximately4.1millionand3.4million,respectively.ReadmoreNote(s):Canada;November2023Source(s):SimilarWebBouncerateofselectedonlinesupermarketsinCanadainNovember2023BouncerateofselectedonlinesupermarketsinCanada2023Bouncerate0%10%20%30%40%50%costco.carealcanadiansuperstore.camaxi.ca34.24%40.23%44.82%44.89%46%walmart.cametro.canofrills.ca47.71%loblaws.ca56.25%56.87%15Description:InNovember2023,costco.cahadthelowestbouncerateamongselectedonlinesupermarketsinCanada,withapproximately34percent.Incontrast,MetroCanada'swebsite,metro.ca,hadabouncerateof46percentthatsamemonth.

ReadmoreNote(s):Canada;November2023Source(s):SimilarWebMostdownloadedonlinegrocerydeliveryapplicationsinCanadain2022(in1,000s)MostdownloadedonlinegrocerydeliveryappsCanada2022Numberofdownloadsinthousands150

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250050100300350400450500InstaCart-GetGroceryDeliveryFlashfood:GroceryDeals460.6369.73InstaCart:Fooddeliverytoday7-Eleven:Rewards&Shopping7NOW:Food&AlcoholDeliveryCornershopbyUber310.04199.7168.2449.8131.5914.05BobbyApproved-FoodScannerbigbasket&bbnow:GroceryAppGopuff-Food&DrinkDeliveryBlinkit:Groceryinminutes11.6710.4316Description:In2022,InstaCart'sgrocerydeliveryappwasthemostdownloadedonlinegroceryapplicationinCanada,garneringover460,000downloadsthatyear.Flashfood:GroceryDealscameinsecondplace,withapproximately368,700downloads.CornershopbyUberwasdownloadedaround49,800timesinCanadain2022.ReadmoreNote(s):Canada;2022Source(s):AppMagicNumberofInstaCartappdownloadsinCanadafromJanuary2020toNovember2023(in1,000s)InstaCartappmonthlydownloadsinCanada202320202021202220231301109070503010JanFebMarAprMayJunJulAugSepOctNovDec17/statistics/1280257/instacart-app-downloads-canadaAsofNovember2023,InstaCartdownloadsinCanadareachedapproximately38.6thousanddownloads,downfromaround42.4thousanddownloadsthepreviousmonth.InstaCartwasthemostdownloadedonlinegroceryapplicationinCanadain2022.ReadmoreNote(s):Canada;January2020toNovember2023;sumofdownloadsonAndroid,iOSdevices,andappstores*Source(s):AppMagicOverviewofcostco.cawebtrafficinCanadainNovember2023Costco.ca:webtrafficinCanada2023Indicator26.3Numberofvisits(inmillions)Averagelengthofvisit(inminutes.seconds)AveragenumberofpagespervisitBouncerate(inpercent)4.056.4334.2418Description:InNovember2023,costco.carecordedmorethan26millionvisitstoitswebsiteinCanada,withthelengthofvisitsaveragingaround4minutesand5seconds.Thatmonth,costco.cahadthelowestbouncerateamongselectedonlinesupermarketsinCanada,at34.24percent.ReadmoreNote(s):Canada;November2023Source(s):SimilarWebOverviewofmetro.cawebtrafficinCanadainNovember2023Metro.ca:webtrafficinCanada2023Indicator3.4Numberofvisits(inmillions)Averagelengthofvisit(inminutes.seconds)AveragenumberofpagespervisitBouncerate(inpercent)2.574.74619Description:InNovember2023,MetroCanadarecordedapproximately3.4millionvisitstoitswebsite,metro.ca,withthelengthofvisitsaveragingaround2minutesand57seconds.Metro'sonlinefoodsalesinCanadaincreasedby40percentinthethirdquarterof2023.ReadmoreNote(s):Canada;November2023Source(s):SimilarWebCHAPTER

04ConsumptionShareofonlineshopperspurchasingfoodandbeveragedirectlyfromabrand'swebsiteworldwidein2023ShareofglobalshopperspurchasingD2Cfoodandbeverageonline2023Shareofrespondents10%

15%0%5%20%25%30%35%40%45%50%WouldconsiderpurchasingdirectlyHavepurchaseddirectly45%35%Wouldnotconsider/havenointerestinpurchasingdirectly20%21Description:Direct-to-consumer(D2C)purchasesoffoodandbeveragesviaonlinechannelshavegainedpopularityinrecentyears.InasurveyconductedinJune2023,thevastmajorityofglobalshoppersreportedhavingpurchased(35percent)orconsideringpurchases(45percent)offoodandbeveragesonlinedirectlyfromabrand'swebsite.ReadmoreNote(s):Worldwide;June2023;8,244respondents;18yearsandolder;respondentswhoshoppedonlineatleastonceinthepreviousyearSource(s):PwCGroceryshoppingbystoretypeinCanadaasofSeptember2023GroceryshoppingbystoretypeinCanada2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%SupermarketBakeryordeli83%24%Discountstore20%DelicounterinsupermarketsFarmer`smarket19%19%Drugstore18%16%15%14%11%10%Conveniencestore/kioskSpecialiststore(e.g.,butchershop)Onlinestore/onlineretailHypermarketOrganicfoodstoreMealkitproviders5%5%IdonotbuyfoodorproductsforeverydayuseOther1%22Description:"Supermarket"and"Bakeryordeli"arethetoptwoanswersamongCanadianconsumersinoursurveyonthesubjectof"Groceryshoppingbystoretype".ReadmoreNote(s):Canada;October2022toSeptember2023;2014respondents;18-64yearsSource(s):ConsumerInsightsGroceries&beveragespurchasedonlinebycategoryinCanadaasofSeptember2023Groceries&beveragespurchasedonlinebycategoryinCanada2023Shareofrespondents0%10%20%30%40%50%60%Coffee&teaFruitandvegetablesRiceandpasta19%17%17%17%Snacks&candyBreadandbakeryproductsDairyproducts(milk,yogurt,cheese,etc.)Frozenfood15%15%15%15%Softdrinks&juicesBreakfastcerealMeatandsausages14%14%BottledwaterVegetableorfruitboxesFishandseafood11%11%10%23Description:"Coffee&tea"and"Fruitandvegetables"arethetoptwoanswersamongCanadianconsumersinoursurveyonthesubjectof"Groceries&beveragespurchasedonlinebycategory".

ReadmoreNote(s):Canada;October2022toSeptember2023;2014respondents;18-64yearsSource(s):ConsumerInsightsShareofconsumerspurchasingfoodonlineinCanadafrom2019to2022,bychannelPreferencesforonlinefoodshoppinginCanada2019-2022,bychannelShareofrespondents202220210%202010%201920%30%40%50%60%70%Onlineorderfromarestaurant'swebsiteorappFooddeliveryservice(UberEats,SkiptheDishes,etc)Onlinegroceryorderfromatraditionalgrocerystoreandin-storepickupOnlinegroceryorderfromatraditionalgrocerystorewithhomedeliverySubscriptiontoafoodboxormealkitserviceOnlinegroceryorderfromanon-traditionalgrocerystorewithhomedeliveryPurchaseofhard-to-findspecialtyfooditemfromanonlineretailerOther24Description:ThecoronaviruspandemiccontributedtothechangeingroceryshoppinghabitsinCanada.In2019,only15percentofrespondentstoasurveyboughttheirgroceriesfromatraditionalretailer(e.g.,Loblaws,Metro,Safeway,etc.)andpickedthemupin-store.In2022,closeto31percentofrespondentsreportedthesameshoppingbehavior,whilethepreferenceforfooddeliveryservices(UberEats,SkiptheDishes,etc)remainedoverallstableatroughly48percent.

ReadmoreNote(s):Canada;March2022;1,196*;18yearsandolder;shopperswhohavemadeafoodpurchase;*Thenumberofparticipantsvariesfromyeartoyear.In2021therewere1,259,in2020therewere1,016participants,andin2019therewere[...]

ReadmoreSource(s):CIRA;TheStrategicCounselChangeinfrequencyofonlineshoppingatnationalandlocalgroceryretailerssincetheCOVID-19pandemicinCanadain2022ChangeinonlinepurchasingfromnationalandlocalgroceryretailersinCanada2022MuchmorefrequentlyMuchlessfrequentlySomewhatmorefrequentlyDoesn'tapplyAboutthesameamountDon'tknowSomewhatlessfrequently2%100%90%80%70%60%50%40%30%20%10%0%1%32%39%4%5%4%5%40%37%11%7%8%5%NationalorlargegrocerystoresLocalindependentgrocerystores25Description:A2022surveyrevealedthatCanadianonlineshoppersorderedgroceriesfromnationalgroceryretailersmoreoftenthanlocalones.Comparedtobeforethepandemic,sevenpercentofCanadianconsumersboughtmuchmorefrequentlyfromnationalorlargegrocerystores.Meanwhile,aboutfivepercentdidthesamefromlocalindependentgrocerystores.ReadmoreNote(s):Canada;March2022;2,000respondents;18yearsandolder;consumerswhohavepurchasedonlineinpast12monthsSource(s):CIRA;TheStrategicCounselDistributionofCanadiangroceryshopperslikelytobuyonlineforin-persondeliveryinfuturepost-pandemicscenarioasof2022Canadiangroceryshopperswillingtobuyonlineforin-persondelivery2022Morethantoday6%Aboutsame29%Willnotshopthisway58%Lessthantoday7%26Description:Whenaskedhowtheywillshopinapost-pandemicworld,58percentofCanadianshopperssaidtheywillnotbuyonlineforin-persondelivery.Ofthosethatsaidtheydoexpecttousethismethodofshopping,29percentsaidtheywillnotbuyonlineforin-persondeliveryanymoreoranylessthantheydidpreviously.ReadmoreNote(s):Canada;2022;1000respondents;18yearsandolderSource(s):CanadianGrocerCHAPTER

05Spotlight:foodinflationMainissuesimpactingconsumers'onlineshoppingexperienceworldwidein2023Leadingconcernsforglobalconsumerswhileshoppingonline2023Shareofrespondents10%

20%0%30%40%50%60%70%Risingpricesforhouseholdgoods59%UnabletopurchaseaproductduetoitbeingoutofstockAproducttakinglongertobedeliveredthananticipated24%24%28Description:Inflationwastheleadingissueplaguingtheonlineshoppingexperienceofglobalconsumersin2023.NearlysixtypercentofconsumerssurveyedworldwideinFebruarythatyearreportedrisingpricesforhouseholdgoodswastheissuehavingthegreatestimpactonthemwhileshoppingonline.Inaddition,nearlyaquarterreportedbeingunabletopurchaseaproductduetoitbeingoutofstock.ReadmoreNote(s):Worldwide;February2023;9,180respondents;18yearsandolder;haveshoppedonlineatleastonceinthepreviousyearSource(s):PwCLeadingissuesimpactingonlineandofflineshoppingbehavioramongconsumersinCanadain2022LeadingissuesimpactingshoppingbehavioramongCanadianconsumers2022InaphysicalstoreWhileshoppingonline80%70%60%50%40%30%20%10%0%76%59%47%46%44%16%RisingpricesforgroceriesUnabletopurchaseaproductduetoitbeingoutof

Aproducttakinglongertobedeliveredthanyoustock

weretoldatthetimeofpurchase29Description:In2022,approximatelythree-quartersofconsumersinCanadahadfeltthestingofrisingpricesforgroceryproductsinphysicalstores,makingittheleadingissueimpactingCanadianshoppersasoflate.Similarly,about60percentofthecountry'sshoppershadalsonoticed