in partnership with

MEDIAMETRIE & M.A.D.E.introduce you the cyber-consumers of

tomorow

Sample : Internet users 18 and who shop food online Source : Médiamétrie – Etude ad hoc MediaFit – décembre 2018 / Copyright Médiamétrie - All rights reserved

Exclusively for M.A.D.E, Mediametrie asked the French about their report

to the food through the digital, both in terms of purchase of products and use of services.

Objective: to inform the emerging concept of FoodAsAService (FaaS).

25-34 years old 50 +65 +Professionnal

Large urban centresUnemployed rural areaLower income

Small/Medium sized urban centres

Three consumer profiles. Discover them!

15-34 years old

Reason for purchase Time savingFast and efficient delivery service

« PRACTICAL »

For Nadia, 29 years old and an engineer in Lyon, every minute counts. When it comes to meals, she knows and uses apps and services that help save time. Some evenings when she gets home a little late, she orders a small take-away from her favourite site, to eat in front of a Netflix series. But she also likes cooking fresh food, at the weekend when she invites her friends round. She’s highly creative and every week she makes up her own muesli, without almonds since she’s allergic but containing the oats she loves, and then has it delivered, using a specialised online platform. The need to create: it’s her job? Go find out more… 

«Services» before «products» :for them, in terms of food, the Internet is first and foremost a universe Services.The services they favor : they are mainly customers of practical services, type «drive», «delivery» and «reservationof restaurant».

13% 24%

44%

29%

20%

Purchase of alcoholic beverages x 1,75

Purchase of fresh food x 1,9

Order a meal x 1,6

Uses online food services for their added value x 1,3

Already used or is ready to use the internet to create a dish x 1,2

10%

26%

The new online food services are not useful x 0,8

Interested in a website or an app with a global range x 1,2

25-34 years old their age

Professional their social level

40 à 45% their proportion of the French population

Drive  the word most commonly used by them in relation to food and digital technology

Home

« CREATORS / INNOVATORS »

Last week, Anthony didn’t think twice about travelling from Rouen to Paris to march in support of the climate, with his friends from hotel school. At 19 years old, he feels very worried about the future of the planet. On YouTube and social media, Anthony is always looking for advice to reduce food waste and for recipes, additional advantages for anyone aiming for the restaurant business. And when he’s not ferreting about on the Net, he watches the latest episode of Masterchef on catch-up.

After retiring 5 years ago, Alain likes cooking for his grandchildren, aged 4 and 7, whenever they spend the holidays with him. So he prepares! On the Internet, he spends weeks collecting nutritional advice on the websites of magazines and TV channels, he finds out about vitamin-rich foods, he reads articles comparing the advantages of yoghurts made with cow, goat, sheep or soya milk. A former team leader in a pasta factory, he hunts for information related to the production chain and traceability. And he particularly likes going to the St Raphaël market to buy fresh tomatoes and onions, which he will use to cook his own special pasta sauce.

«Products» before «services» : it is above all food products that they come to seek on the Net.The services they favor : «recipe suggestions», «buying advices to limit waste» and especially «food outings services» (they use 5,5 times more than the entire population),they seek by all means to make their food smarter.

21%

63%

21%

21%

21%

Purchase of alcoholic beverages x 2,8

Purchase of fresh food x 2

Shopping tips to reduce food waste x 4,6

Already used or is ready to use the internet to create a dish x 1,7

Information on the food production chain x 4

41%

23%

Is learning better eating habits with these services x 3

Enjoys eating since starting to use online food services x 4

Reason for purchase website offer diet tips

15–34 years old and 65+ :   their age

Lower income  their social level

Small and medium-sized urban centres  their life style

15 - 20% their proportion of the French population

Home

« UNDECIDED /FOLLOWERS »

When it comes to meals, Maryse has her habits. That’s normal when you are 53 years old. When she shops on her supermarket’s website, it’s mainly because one of the friends told her there was a must-have special offer at the time. So, she takes advantage of it to do a big shop that she’ll go and collect at the drive-through. Unemployed for a year, she’s not very interested in online services related to food.

«Products» in front of «services» : for them, the Internet is more synonymous with food products than food services.The services they favor : not enough! They are 30% to use any service around the online food.

20%

20%

59%

45%

17%

Buy groceries x 1,4

Order a meal x 2

Already used or is ready to use the internet to create a dish x 4

Online food services are useful and bring real added value x 1

Uses online food services as they are easy to use x 1

Reason for purchase : Good prices Range of products Only available online

50 +  their age

Unemployed their status

Rural areas their life style

35 - 40% their proportion of the French population

Home