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CONSUMERS&BRANDSGrocery
delivery:
De
Buurtboerusers
in
the
NetherlandsConsumer
InsightsAugust
2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofDe
Buurtboer
users
inthe
Netherlands:who
theyare;
what
theylike;
what
they
think;
andhowtoreach
them.
Itprovides
insightson
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeRegion:
56countriesAdditionally,thereport
allows
thereader
toNumberof
respondents:benchmark
DeBuurtboer
users
inthe
Netherlands(’’brandusers’’)
againstDutch
grocery
delivery
users
ingeneral
(’’category
users’’),
and
theoverall
Dutchonliner,
labelled
as’’all
respondents’’
inthe
charts.?
12,000+
forcountries
with
theextended
survey(including
theNetherlands)?
2,000+
forthebasicsurveySample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedquarterly
andisbased
on
datafrom
theConsumer
InsightsGlobal
survey,
anFieldwork:international
survey
thatcovers
more
than15,000brandsacross
56
countries.?
Continuousfrom
JanuarytoDecember?
Countries
thatreceive
theextended
survey
areupdatedfourtimesayear2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
August
2023Sources:CHAPTER
01Management
summary?
Brand
usage?
Key
insightsDe
Buurtboer
ranks
eighth
among
grocery
delivery
services
in
the
NetherlandsManagement
summary:
brandusageand
competitionTop10
most
used
grocery
delivery
servicesinthe
NetherlandsAlbert
Heijn41%Jumbo22%Picnic19%Coop16%15%13%Amazon
/Amazon
Fresh
/Amazon
PantryAllerhande
BoxBeerwulf13%12%DeBuurtboerEkoplaza11%11%HelloFresh4Notes:"Fromwhich
ofthese
providershave
youorderedgroceries,
beveragesormeal
kits
online
in
the
past
12
months?";
Multi
Pick;
Base:n=528,
grocery
delivery
usersConsumer
Insights
Global
as
of
August
2023Sources:De
Buurtboer
users
in
the
NetherlandsManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsDeBuurtboer
ismore
popularamongMillennials
thanother
grocery
deliveryservices.Success
and
career
advancement
arerelatively
important
to
DeBuurtboerusers.Itstands
out
that33%
ofDe
Buurtboerusers
donot
enjoy
cooking.DeBuurtboer
usersaccess
theinternetviaasmartwatch
more
often
thantheaverage
grocery
delivery
user.25%
ofDe
Buurtboer
users
areinnovators
or
early
adopters
ofnewproducts.DeBuurtboer
ismore
popularamongSportsisarelatively
prevalent
interestOnsocial
media,
DeBuurtboer
usersinteract
with
companies
more
oftenthan
other
grocery
delivery
users.male
grocery
delivery
usersthanfemale
of
DeBuurtboer
users.grocery
delivery
users.DIYandarts&craftsare
relativelyArelatively
highshare
ofDeBuurtboerusers
think
thatgovernment
debtisanissuethatneedstobeaddressed.DeBuurtboer
hasalarger
shareofusers
with
ahigh
income
thanothergrocery
delivery
services.popularhobbiesamong
De
Buurtboerusers.DeBuurtboer
usersremember
seeingadson
blogs
and
forums
more
oftenthan
other
grocery
delivery
users.DeBuurtboer
usersare
more
likely
toliveinlarge
citiesthan
grocery
deliveryusers
ingeneral.5Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+De
Buurtboer
is
more
popular
among
Millennials
than
other
grocery
deliveryservicesDemographic
profile:
generationsAgeof
consumersintheNetherlandsBrand
users30%55%16%0%Category
usersAllrespondents25%36%29%10%21%31%34%15%Generation
ZMillennialsGeneration
XBaby
Boomers7Notes:’’Howoldareyou?’’;
Single
Pick;"Fromwhich
ofthese
providershave
youorderedgroceries,
beveragesormeal
kits
online
in
the
past
12
months?";
Multi
Pick;Base:n=64,
DeBuurtboer
users,n=528,
grocery
delivery
users,n=12161,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023De
Buurtboer
is
more
popular
among
male
grocery
delivery
users
than
femalegrocery
delivery
usersDemographic
profile:
genderGenderofconsumersintheNetherlandsBrand
users66%34%Category
usersAllrespondents53%47%50%50%MaleFemale8Notes:’’Whatis
yourgender?’’;
Single
Pick;"Fromwhich
ofthese
providers
have
youorderedgroceries,
beveragesormealkits
online
in
the
past12
months?";
Multi
Pick;
Base:
n=64,
De
Buurtboer
users,n=528,
grocery
deliveryusers,n=12161,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
De
Buurtboer
users
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationintheNetherlands48%34%33%26%26%22%17%15%14%13%12%6%6%5%5%4%3%3%2%2%2%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeeducation
(noteligible
foreducation(eligible
foror
equivalentor
equivalentor
equivalentuniversity
study)
university
study)Brand
usersCategory
usersAllrespondents9Notes:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Fromwhich
ofthese
providers
have
youordered
groceries,
beveragesormeal
kits
online
in
the
past12
months?";
Multi
Pick;
Base:
n=64,
DeBuurtboer
users,n=528,
grocery
delivery
users,n=12161,
all
respondentsConsumer
Insights
Global
as
of
August
2023Sources:De
Buurtboer
has
a
larger
share
of
users
with
a
high
income
than
other
grocerydelivery
servicesDemographic
profile:
incomeShare
ofconsumersintheNetherlandsinthehigh,
middle,
andlow
thirdsofmonthly
householdgrossincomeBrand
users61%10%29%28%Category
usersAllrespondents43%29%33%33%33%HighMiddleLow10
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Fromwhich
ofthese
providershave
you
orderedgroceries,beveragesormeal
kits
online
in
the
past12
months?";
Multi
Pick;Base:n=64,
DeBuurtboer
users,n=528,
grocery
delivery
users,
n=12161,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
grocery
delivery
users,
De
Buurtboer
users
are
relativelylikely
to
live
in
a
household
of
two
or
more
related
adultsDemographic
profile:
household
classificationType
of
householdsin
whichconsumersintheNetherlandslive31%30%29%27%26%23%20%19%17%13%11%11%10%10%9%4%3%3%2%2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesOtherBrand
usersCategory
usersAllrespondents11
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Fromwhich
ofthese
providershave
youorderedgroceries,
beveragesormeal
kits
online
in
thepast
12
months?";
Multi
Pick;Base:
n=64,
DeBuurtboer
users,
n=528,
grocery
delivery
users,n=12161,
all
respondentsConsumer
Insights
Global
as
of
August
2023De
Buurtboer
users
are
more
likely
to
live
in
largecities
than
grocery
deliveryusers
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveintheNetherlands45%37%33%33%32%27%23%20%19%12%9%9%Rural
communitySmall
townMedium-sized
townLarge
cityBrand
usersCategory
usersAllrespondents12
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"From
which
ofthese
providershave
youorderedgroceries,
beverages
or
meal
kits
online
in
the
past
12
months?";
Multi
Pick;Base:n=64,
DeBuurtboer
users,n=528,grocery
delivery
users,n=12161,
all
respondentsConsumer
Insights
Global
as
of
August
202316%
of
De
Buurtboer
users
consider
themselves
part
of
the
LGBTQ+communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersintheNetherlandsBrand
users16%84%0%Category
usersAllrespondents9%8%85%85%6%7%YesNoWould
rathernot
say13
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Fromwhich
ofthese
providers
have
youorderedgroceries,
beveragesormeal
kits
online
in
the
past12
months?";
Multi
Pick;Base:
n=64,
DeBuurtboer
users,n=528,
grocery
delivery
users,n=12161,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedSuccess
and
career
advancement
are
relatively
important
to
De
BuurtboerusersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersintheNetherlands51%50%48%46%42%39%39%39%38%38%36%33%36%34%32%29%28%28%23%20%21%21%21%
21%19%15%14%14%13%12%Making
myown
decisionsTobesuccessfulAhappyrelationshipHavingagood
timeAnhonest
andrespectable
lifeAdvancingmy
careerSafety
andsecurityLearningnew
thingsTraditionsSocial
justiceBrand
usersCategory
usersAllrespondents15
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Fromwhich
ofthese
providershave
youorderedgroceries,
beveragesormeal
kits
online
in
the
past
12months?";
Multi
Pick;Base:n=64,
DeBuurtboer
users,n=528,
grocery
delivery
users,n=12161,
all
respondentsConsumer
Insights
Global
as
of
August
2023Sports
is
a
relatively
prevalent
interest
of
De
Buurtboer
usersConsumer
lifestyle:
main
interestsTop10
interestsofDeBuurtboerusersintheNetherlands45%44%42%42%41%40%40%32%34%34%33%33%33%32%31%30%29%30%27%28%27%27%26%26%25%25%24%23%22%21%SportsFood
&diningHome
&gardenFamily
&parentingMovies,TVshows&musicVehicles
&mobilityPolitics&societyandcurrentworld
eventsFinance&economyScience
&technologyTravelBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Fromwhich
ofthese
providershave
you
orderedgroceries,
beveragesormeal
kits
online
in
the
past
12
months?";
Multi
Pick;Base:n=64,
DeBuurtboer
users,n=528,
grocery
delivery
users,n=12161,
all
respondentsConsumer
Insights
Global
as
of
August
2023DIY
and
arts
&
crafts
are
relatively
popular
hobbies
among
De
Buurtboer
usersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofDeBuurtboerusersintheNetherlands36%34%33%34%33%30%30%30%30%28%28%28%28%27%25%28%23%25%25%25%24%23%23%22%17%17%16%16%15%14%DIYandarts&craftsTravelingVideo
gamingSocializingCars/vehiclesGardeningandplantsMaking
musicPetsDoing
sportsandfitnessOutdooractivitiesBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Fromwhich
ofthese
providers
have
youorderedgroceries,
beveragesormeal
kits
online
in
the
past12
months?";
Multi
Pick;
Base:
n=64,
DeBuurtboerusers,n=528,
grocery
delivery
users,n=12161,
all
respondentsConsumer
Insights
Global
as
of
August
2023De
Buurtboer
users
are
more
likely
to
play
basketball
than
other
grocerydelivery
usersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofDe
BuurtboerusersintheNetherlands16%14%14%14%13%11%11%9%8%8%7%7%7%7%6%6%6%6%6%6%6%5%4%4%4%3%3%3%2%2%Fitness,aerobics,cardioBasketballSoccerBadmintonCyclingSwimming/DivingMartial
ArtsBaseball/SoftballCricketDancingBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Fromwhich
ofthese
providershave
you
orderedgroceries,
beveragesormeal
kits
online
in
the
past
12
months?";
Multi
Pick;Base:n=22,
DeBuurtboer
users,n=413,
grocery
delivery
users,n=4550,
all
respondentsConsumer
Insights
Global
as
of
August
2023De
Buurtboer
users
are
more
likely
to
follow
boxing
than
other
grocery
deliveryusersConsumer
lifestyle:
sports
followedTop10
sports
followed
byDeBuurtboerusersintheNetherlands23%21%20%19%17%16%14%14%13%9%9%9%7%7%5%5%4%4%4%4%4%3%2%2%3%2%2%2%1%1%BoxingSoccerBasketballAthletics(track&field)BaseballSwimming/divingField
hockeyCricketGolfRugbyBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Fromwhich
ofthese
providers
have
youorderedgroceries,
beveragesormeal
kits
online
in
the
past12
months?";
Multi
Pick;
Base:
n=27,DeBuurtboer
users,n=330,
grocery
delivery
users,n=3704,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes?
Attitudestowards
food?
Innovation
adoption?
Challenges
facing
thecountry?
Politics20Itstands
out
that
33%
of
De
Buurtboer
users
do
not
enjoy
cookingConsumer
attitudes:food
&nutritionAgreementwithstatements
towards
food
&nutritioninthe
Netherlands58%55%45%44%38%35%
35%35%34%33%30%30%29%19%18%Iactively
trytoeathealthyFood
mustbeconvenient
andfastItrytoavoidplasticpackagingwhen
buying
foodIdonotenjoy
cookingAllrespondentsItrytoeat
lessmeatBrand
usersCategory
users21
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Fromwhich
ofthese
providers
have
youorderedgroceries,
beverages
or
meal
kits
online
in
the
past12
months?";
Multi
Pick;
Base:
n=64,
DeBuurtboer
users,n=528,grocery
delivery
users,n=2027,
all
respondentsConsumer
Insights
Global
as
of
August
202325%
of
De
Buurtboer
users
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinthe
Netherlands46%40%34%28%25%24%23%22%19%18%12%9%0%0%0%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards22
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"From
which
ofthese
providers
have
youorderedgroceries,
beveragesormeal
kits
online
in
the
past
12
months?";
Multi
Pick;Base:
n=64,
DeBuurtboer
users,n=528,
grocery
delivery
users,
n=12161,
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
De
Buurtboer
users
think
that
governmentdebt
is
anissue
that
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
theNetherlandsaccordingtoDe
Buurtboerusers46%41%38%35%33%28%32%31%31%28%27%30%30%28%27%27%20%25%25%25%21%20%23%23%23%21%20%
20%12%
12%Environment
UnemploymentEconomicsituationEducationCivilrightsHousingPovertyGovernmentdebtImmigrationUnifyingthecountryBrand
usersCategory
usersAllrespondents23
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Fromwhich
ofthese
providershave
youorderedgroceries,
beveragesormeal
kits
online
inthe
past
12
months?";
Multi
Pick;Base:n=64,
DeBuurtboer
users,n=528,
grocery
delivery
users,n=12161,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
grocery
delivery
users,
De
Buurtboer
users
tend
to
havemore
right
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersintheNetherlandsBrand
users17%20%53%9%Category
usersAllrespondents20%28%39%13%20%32%32%17%LeftCenterRightPrefer
nottoanswer24
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;"Fromwhich
ofthese
providershave
youorderedgroceries,
beveragesormeal
kits
online
in
the
past12
months?";
Multi
Pick;Base:
n=64,
DeBuurtboerusers,n=528,grocery
delivery
users,n=12161,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints?
Internet
usagebydevice?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointsDe
Buurtboer
users
access
the
internet
via
a
smartwatch
more
often
than
theaverage
grocery
delivery
userMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinthe
Netherlandsuse
regularly
toaccesstheinternet92%87%85%71%70%55%52%50%49%48%48%47%47%41%
41%38%36%36%31%31%31%
30%27%25%23%19%12%SmartphoneLaptopSmartwatchDesktop
PCBrand
usersSmart
TVSmart
speakers
Streaming
deviceAllrespondentsTabletGaming
consoleCategory
users26
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Fromwhich
ofthese
providers
have
youorderedgroceries,
beveragesormeal
kits
online
in
the
past12
months?";
Multi
Pick;
Base:n=64,
DeBuurtboer
users,n=528,
grocery
delivery
users,n=12161,
all
respondentsConsumer
Insights
Global
as
of
August
2023On
social
media,
De
Buurtboer
users
interact
withcompanies
more
often
thanother
grocery
delivery
usersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesintheNetherlandsbytype47%46%42%38%39%41%41%40%39%39%33%39%37%36%34%34%33%30%30%29%25%27%21%26%20%25%23%21%16%12%11%9%7%4%2%2%Postedpictures/videosFollowedpeopleSharedcompanypostsSentprivatemessagesSharedpostsbyother
usersLiked
postsbyotherusersLikedcompanypostsCommentedon
postsFollowedcompaniesPosted
texts
Ihaveonly
Ihaven’t
used/statusupdatesused
social
social
mediamediapassivelyBrand
usersCategory
usersAllrespondents27
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"From
which
ofthese
providers
have
youorderedgroceries,
beverages
ormeal
kits
online
in
the
past
12
months?";
Multi
Pick;Base:n=64,
DeBuurtboer
users,n=528,
grocery
delivery
users,n=12161,
all
respondentsConsumer
Insights
Global
as
of
August
2023De
Buurtboer
users
tend
to
listen
to
digital
music
content
less
often
thangrocery
delivery
users
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersintheNetherlandshavebeenusing
inthe
past
4weeks70%
75%73%63%72%66%64%62%61%61%57%52%51%50%39%48%48%38%44%44%38%36%29%33%32%29%30%30%19%28%25%19%15%DigitalvideocontentTVMovies
/cinemaRadioPodcastsDailynewspapersMagazinesDigitalmusic
Onlinenewscontent
websitesWeeklynewspapersOnlinemagazinesBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"From
which
ofthese
providershave
youorderedgroceries,beveragesormeal
kits
online
in
the
past
12
months?";
Multi
Pick;Base:n=64,
DeBuurtboerusers,n=528,
grocery
delivery
users,n=6067,
all
respondentsConsumer
Insights
Global
as
of
August
2023De
Buurtboer
users
remember
seeing
ads
on
blogs
and
forumsmore
oftenthan
other
grocery
delivery
usersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereDeBuurtboerusersintheNetherlandshavecome
across
digitaladvertisinginthepast4weeks37%36%36%36%35%35%33%33%33%32%31%30%30%26%28%28%27%27%26%25%25%24%25%22%21%20%19%17%16%12%Blogs/forumsVideo
games
Video
streaming
Social
mediaservicesEditorialwebsitesandappsNewslettersSearchenginesWebsitesandappsof
brandsVideo
portalsOnlinestoresBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Fromwhich
ofthese
providers
have
youorderedgroceries,
beveragesormealkits
online
in
the
past12
months?";
Multi
Pick;
Base:n=64,
DeBuurtboer
users,n=528,
grocery
delivery
users,n=12161,
all
respondentsConsumer
Insights
Global
as
of
August
202350%
of
De
Buurtboer
users
remember
ads
they
saw
on
TVMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinthe
Netherlandshavecome
across
non-digital
advertisinginthepast4weeks50%39%
39%39%37%35%33%32%
31%24%30%30%
30%30%23%28%27%27%25%23%21%21%20%16%OnTVAtthemovies/cinemaOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersDirectly
inthestoreBy
mailshot
/
Onadvertisingadvertisingmailspaceson
the
goBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Fromwhich
ofthese
providers
have
youorderedgroceries,
beveragesormeal
kits
online
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