Grocery of the Future: the Return of Milkman?

by Tetiana Siianko - 29/04/2018 - 10:35

Could the wave of the future be a blast from the past?

In the 1950s and ‘60s, home delivery of milk and other daily necessities was a staple for many families in North America and Europe. In some markets, the milkman never really went out of fashion. In India, for example, the concept of a merchant delivering groceries and household staples or ready cooked meals to a home is very much alive and well.

Across the globe, we’re seeing a resurgence of the home-delivery model—with a twist. Consumers aren’t just picking up the phone to order; increasingly, they’re pulling up the retailer’s webpage or using their mobile app. One-quarter of global respondents are already ordering grocery products online for home delivery, and more than half (55%) are willing to use it in the future. 

The milkman is back, but this time he’s gone digital. 

One of the biggest arguments for a person to continue to shop at any given grocery store is the cost of food. Buying locally often saved the customer money as there was no shipping cost involved. Savvy retailers are winning the game by leveraging technology to enhance the shopping experience and meet consumers’ evolving desires. And even more savvy consumers use e-grocery aggregators for price comparison. 

So we got curious that is the currency of the future: food or data. Here is one of the most successful Swedish foodtech startups thinks about it. 

“If our users through us are eating the most appropriate food, we are crunching data for breakfast, lunch and dinner. Every day we gather around 60 million data points from the online supermarkets, which gives us the opportunity to track regular pricing, promotions, NPD (New Product Development) and market share.

Combined with more than 45,000 unique monthly visitors we can also track purchasing trends and get access to customer’s opinion and feedback with custom surveys.

We want to change the way marketers base their important decisions on. For a long time they have had to make their decisions based on data that is, at best, weeks old. Our insight-tool will give a unique day-to-day measurement of brand performance for the FMCG community.”  –  Omid Ghanbari co-founder and CEO

Consumers are no longer shopping entirely online or offline; rather, they’re taking a blended approach, using whatever channel best suits their needs. How will the future of retail landscape look in the years to come? While the answer remains to be seen, we hope that e-grocery will help shoppers more sustainable, healthier and conscious choices.

Join us on Sweden Foodtech Big Meet on June 7-8 and get an unforgettable crash into the future of food! Get your ticket today: