Stores continue to thrive in Swedish grocery market

Source: Dagligvaruindex

The pandemic induced growth spike for online grocery seems to have plateaued around 5% in Sweden. Due to very high growth numbers in early 2021, online’s share of groceries for the whole year of 2021 remained at 5,8%.

However, the stores started to grow during the later part of the year and at the same time online is facing very tough comparative numbers from previous. This resulted in the fact that after summer online has not grown significantly.

One could argue that online is getting back to the growth track it was on before the pandemic.

Online’s share of all groceries prior to the pandemic was around 3%. Thus, one could argue that during 2020 and 2021 online could have grown in normal circumstances roughly the same 2%-points.

The impact of the pandemic was notable for the Click & Collect part of the online business. It has grown in 2021 a whopping 263% from the pre-pandemic 2019 levels. Home delivery grew “only” by 80%.

Click & Collect’s share of online has decreased significantly since the pandemic highs in spring of 2021.