The study “Future of eCommerce in Retail Food & Beverage,” developed by Deloitte and Google, analyzes the evolution of the online channel between 2019 and 2024 and projects its growth through 2030 in ten key European markets, including Spain. As expected, one of its conclusions is that although the physical channel remains predominant, it is anticipated that the online channel will continue to gradually gain ground.
According to the study, the pandemic acted as an unexpected driving force behind the growth of eCommerce. During lockdowns, consumers turned to online shopping, generating a significant increase in retail sector revenue overall. Global data indicate that retail eCommerce revenues rose from $2 billion in 2019 to $4.1 billion in 2024, at a compound annual growth rate (CAGR) of 13.3%.
This general momentum also had a direct and powerful effect on food and beverages: the omnichannel F&B retail industry experienced strong growth during those years, especially in 2021.
In fact, the share of the online channel in Europe grew during the pandemic, increasing from 10.5% in 2019 to 14.8% in 2021, representing a rise of 4.3 percentage points. This increase was fueled by consumption habit changes specific to this sector, such as higher in-home consumption and the trend toward home cooking.
Nevertheless, once the pandemic had passed, the weight of the online channel in grocery and beverage purchases declined to 12.9% in 2024. In other words, despite its boom, the sector remains “inherently offline,” since in 2024, 94.8% of revenues still came from in-store purchases. Between 2022 and 2024, the eCommerce growth rate stabilized at an average CAGR of 5.5%, reflecting a normalization of purchasing behavior following the pandemic’s impact.
Even so, the growth of the online channel remains evident: total sector growth (online + offline) during the 2019/2024 period was 31.8%, while the online channel grew by 121%.
The report also highlights the uneven growth throughout Europe, with the United Kingdom leading the online market. However, countries such as Spain, Germany, and France have experienced notable increases in online food eCommerce, with growth rates of up to 203%, 185%, and 175%, respectively, between 2019 and 2024.
According to the study, this boom is correlated with factors such as an older population (over 45 years of age) and a rise in mobile app downloads. In contrast, Poland has shown more modest growth at 65%, due to factors like lower urbanization and lower household income.
The report projects that, between 2025 and 2030, European eCommerce in the food and beverage sector could achieve a remarkable 97% growth, reaching $163 billion. This boom will be driven mainly by delivery of products through various channels, and it is anticipated that the omnichannel model will replace the quick commerce model in some markets.
In terms of categories, food will continue to lead growth, with a CAGR of 12% versus 9% for beverages. Within food, fruits and vegetables are positioned as the subcategory with the greatest potential, with strong growth in eight of the markets analyzed.
A shift in consumption trends is also being observed, with a rise in demand for healthy products and a slowdown in interest in options such as ultra-processed foods, which, interestingly, also impacts vegetarian products (many items in this segment are categorized as such). Alcoholic beverages are also in decline due to associated health issues, but also because of their price. Google recommends redirecting branding toward “healthier” drink options.
To take advantage of this transformation and keep pace with growth, brands must implement strategies that integrate both the physical and digital worlds.
The report also emphasizes the importance of reinventing physical stores, transforming them from simple points of sale into fulfillment, experience, and service centers. This involves adapting to new consumer purchasing behaviors, such as impulsive online buying, which may be encouraged through inspiring videos and the use of quick-buy buttons.
Moreover, retailers are diversifying their offerings, including categories such as Home and Garden, while private labels—which accounted for 38% of the grocery market in 2024—are projected to reach 42% by 2030, driving more profitable margins.
Image: ChatGPT
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