Grocery Delivery - Italy | Statista Market Forecast

The Grocery Delivery market in Italy is projected to reach a revenue of US$5.29bn by 2024.
It is expected to show an annual growth rate of 8.22% (CAGR 2024-2029), resulting in a projected market volume of US$7.85bn by 2029.
The Retail Delivery market in Italy, on the other hand, is projected to have a market volume of US$4.49bn in 2024.
In global comparison, China is anticipated to generate the highest revenue in the Grocery Delivery market, with US$266.00bn in 2024.
The average revenue per user (ARPU) in the Grocery Delivery market in Italy is projected to be US$357.20 in 2024.
Furthermore, the number of users in the Grocery Delivery market is expected to reach 19.3m users by 2029.
The user penetration rate in the Grocery Delivery market in Italy will be at 25.2% in 2024.
The growing popularity of online grocery delivery services in Italy is driven by the convenience and time-saving benefits for busy urban consumers.

Definition:

The Grocery Delivery market consists of food and non-food products that people regularly buy from a grocery store, including food and beverages, pet food, household cleaning products, personal care products, and other household consumables. Grocery delivery can be purchased through several different sales channels such as Omnichannel, Quick Commerce, or directly from the store.

Structure:

Grocery Delivery contains three markets: Retail Delivery, Quick Commerce, and Meal Kit Delivery. Retail Delivery includes delivery of these products directly by supermarkets, brick-and-mortar shops, or grocery stores. The order is placed through an online shop run by the retailer (e.g. Walmart+, Amazon Fresh). Quick Commerce focuses on online delivery services that provide customers with last-mile delivery (Instacart), or operate ghost stores where product selection is limited but delivery time is faster (e.g. Gorillas, Getir, and Glovo). In this case, the platform (e.g. Gorillas) handles the delivery process. This also includes grocery delivery platforms where delivery is advertised under 3 hours, although, most players aim to deliver in minutes. Finally, Meal Kit Delivery encompasses the delivery of a recipe box where fresh ingredients are delivered to be prepared. This service is usually offered as a subscription plan (e.g. HelloFresh).

Additional Information:

Revenue figures refer to Gross Merchandise Value (GMV). User and revenue figures represent B2C services.

Fresh food & Beverages, personal care, or household items ordered online are directly delivered to the consumer, no matter if ordered via a platform (e.g., Instacart) or a retailer website (e.g., Walmart)
Online Grocery orders and delivery are both carried out by a retailer (e.g., Walmart)
Online orders that are picked up in the supermarket (e.g., Instacart) or operating ghost warehouses and delivery logistics (e.g., Flink)
Online orders of recipe boxes where the ingredients are already preportioned (e.g., HelloFresh)

Phone orders
Deliveries of prepared meals for direct consumption (e.g. Meal Delivery)

Italy, known for its rich culinary culture, has seen a significant increase in the demand for grocery delivery services in recent years.

Customer preferences: Italian consumers are increasingly turning to online grocery shopping and delivery services due to convenience and time-saving benefits. Additionally, the COVID-19 pandemic has accelerated the adoption of online grocery shopping, with consumers prioritizing safety and social distancing.

Trends in the market: The grocery delivery market in Italy has become increasingly competitive with the entry of new players. Traditional supermarkets have also expanded their online presence, offering home delivery services to meet the growing demand. The market is also witnessing a shift towards sustainable and eco-friendly packaging, with many companies adopting environmentally friendly practices to attract conscious consumers.

Local special circumstances: Italy's unique geography, with its many small towns and cities, presents challenges for grocery delivery services. However, many companies have adapted to these challenges by leveraging technology and innovative logistics solutions to ensure timely and efficient delivery.

Underlying macroeconomic factors: The Italian economy has been struggling in recent years, with slow growth and high unemployment rates. The COVID-19 pandemic has further exacerbated these challenges, leading to an increase in demand for affordable grocery delivery services. As a result, companies have had to adapt their pricing strategies to remain competitive in a price-sensitive market. Additionally, the Italian government has implemented measures to support small businesses and promote entrepreneurship, which has led to the entry of new players in the market.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Ecommerce market, in a PDF format.