GfK E-Grocery Study

Your comprehensive guide of FMCG E-Commerce Market in Romania

GfK Romania is launching an extensive report on E-grocery market development during the two pandemic years that accelerated online trends. The study quantifies E-grocery potential, showing you the SIZE of opportunity, WHO is and HOW TO address core target.

Here are the key business questions answered by this report over 3 modules:

GfK E-Grocery Overview gives you the essential numbers considering both online stores and delivery apps:
  • How many shoppers did the channel attracted in 2021 vs previous year?
  • How did the purchase behavior change and what is the status for key shopping attributes (promo, private labels, weekdays, shopping missions, etc.)?
  • Online basket composition and key-trends in macro-categories.

Data Source: GfK Consumer Panel, 3000 households

E-grocery Potential quantifies size of opportunity and shows socio-demo characteristics, attitudes, preferences and values of online potential shoppers:
  • Who are the buyers with the highest growth potential for e-grocery?
  • What is the size of opportunity in case of activating them?
  • Which is the 360° profile (shopper DNA) of identified core potential group in comparison with current buyers?

Data Source: GfK Consumer Panel

Satisfaction Drivers and Barriers Understand the why behind the buy and uncover unaddressed needs.
  • Who shops online, who doesn’t, and why?
  • How satisfied are shoppers with their main online retailer?
  • What drives shoppers (dis)satisfaction when shopping groceries online?
  • What are barriers for e-refusers?

Data Source: 1200 online interviews conducted in March 2022 with main shoppers in Romania about their (online) shopping behaviour.

Keep in the know

Be among the first to hear about the latest new features and updates, insights and intelligence.


Please complete the form below to receive further details on GfK Romania’s E-Grocery study, one of our representatives will be in touch directly.