Supermarkets Consumer Survey 2024
The results of our annual survey of consumer trends in the supermarket
Deloitte's Retail Sector Group is pleased to present its annual survey of consumer trends in the supermarket: the Consumer Survey 2024.
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The report is only available in Dutch, an English version of the summary is available below
Are you interested in the results of our Consumer Survey 2024 within the supermarket sector? Discover the summary here!
The Supermarkets Consumer Survey 2024
The 2024 consumer survey provides interesting insights into consumer behavior regarding their supermarket spending. Following the impact of COVID-19 and high inflation in 2023, we now observe the effects of the ban on selling tobacco products in supermarkets.
Three percent of respondents indicate they will visit a different supermarket due to the tobacco ban. When asked if they quit smoking because supermarkets can no longer sell tobacco products, 0% stated this as their reason for quitting. However, 3% mentioned they quit partly because tobacco prices increased on April 1st. Consumers are now more frequently purchasing tobacco products at specialty shops and abroad.
A vast majority of 83% are concerned about rising food prices. This is significantly lower than in 2023 (89%) and 2022 (88%). Of those worried about increasing prices, 74% have adjusted their purchasing behavior. Respondents mainly altered their shopping habits by buying cheaper products and more frequently purchasing items on sale.
The number of people shopping online is increasing again in 2024 after a slight decline in 2023. Currently, 22% of consumers shop online (2023: 20%). Albert Heijn remains by far the most used app.
For a complete view of all the developments in the report, you can review the 2024 Consumer Survey. This study provides insight into many interesting trends.
The Supermarkets Consumer Survey 2024 webinar
On October 2nd, the results of this survey were presented during the Supermarkets Consumer Survey 2024 webinar. In the webinar, Adgild Hop discusses the latest retail trends, and Patricia Versendaal presents the findings of the Supermarkets Consumer Survey 2024.
We hope you enjoy reading and watching!
Watch the Supermarkets Consumer Research 2024 webinar here
For more information about the study or if you'd like to discuss what the results mean for you, please feel free to contact one of our representatives.
