Consumers Shifting Purchase Patterns To Online Across Europe, IRI Study Finds

By Steve Wynne-Jones
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Consumers Shifting Purchase Patterns To Online Across Europe, IRI Study Finds

E-commerce is showing strong growth in Italy, France and Spain, as shoppers shift their purchase patterns from in-store to online, according to the latest COVID-19 Impact Consumer Spending Tracker from IRI.

The latest edition of the tracker, which measures POS data up to week ending 5 April, shows that there has been a 'consistent shift to e-commerce' since the start of the crisis, however the trend towards stockpiling appears to have levelled off.

Purchasing of non-food products, such as personal care and home care, has returned to moderate levels, with cosmetics sales down year-on-year – in the UK, non-food in general has shown a decline due to a drop off in cosmetic sales.

Top Sellers

The top-selling categories, according to the data, include Yeast (+282% growth in Italy and +175.3% growth in France), Baking Products (+49.3% growth in the UK) and Cookie Dough (+453.9% in the US).

In the US, private label share has remained constant compared to the same period last year, with a non-food surge for private label paper products now having levelled off.


IRI's COVID-19 Impact Consumer Spending Tracker measures POS spend across hypermarkets, supermarkets, discount, convenience, online (dependent on country), in the UK, US, France, Italy, Germany, Spain, New Zealand, Greece, and the Netherlands.

The full report can be found here.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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