Deloitte: Supermarket Consumer Survey 2023

Every year, Deloitte conducts a Dutch survey to gain insight into supermarket consumers, specifically on trends involving product range, spending, diversification, the future of food, innovation, and development. A total of 2,345 respondents aged 18 and over who regularly visit a supermarket have taken part in the survey.

The Deloitte study shows that to cope with price increases, consumers are more likely to opt for cheaper products at their current supermarket (49 percent) or products on sale (46 percent). A quarter of consumers who have adjusted their purchasing behavior due to price increases visit multiple supermarkets for their weekly shopping. Six percent buy food across the border (Germany or Belgium) more often.

Some other findings are:

Online grocery sales

Respondents spend an average of euro 118 per week in physical and online supermarkets. That is some euro 52 per household member. 

Albert Heijn is leading the online grocery market, with Picnic and Jumbo following. Virtually all respondents who order groceries online prefer to have groceries delivered to their homes (96%). Respondents who shop online and in physical shops buy about 53% of total groceries and 47% online. This is a change from 2021 when they bought 46% in physical shops and 54% online. The main reasons for respondents to never order online are the supermarkets’ proximity to their homes (58%); grocery shopping in a physical supermarket is more fun (46%); they want to check out the products first (44%); and they are against paying extra for this (39%).

Well over two-thirds of respondents who have ever used flash delivery services do so because they need something urgently (71%); 8% of consumers buy at Flink or Getir.


Almost a tenth say they sometimes come home and realize they forgot to scan some of the products, while 2% admit to deliberately not scanning products sometimes. As about two-thirds suspect others to sometimes forget to scan products (66%) or deliberately fail to scan products (68%), an overwhelming majority (91%) is okay with groceries being checked at self-scanning checkouts 

Shopping by car

As in the past two years, well over two-fifths of respondents (44%) take the car to go to the supermarket, 31% take a moped or bicycle, and 23% go on foot. The average distance to the supermarket is 2.10 kilometers. Respondents take an average of almost seven minutes to cover this distance.

Almost all of the respondents (96%) who go to the supermarket by car mention the abundance of parking spaces available at the primary supermarkets. The type of parking facility is a reason why 71% of the respondents no longer visit the supermarket, with insufficient parking space (50%) or the parking facility being too far away (42%) being mentioned as the main reasons.

Source: Deloitte

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Walther Ploos van Amstel  

Passie in logistiek & supply chain management