Based on the enormous number of orders from more than 500,000 Picnic customers, an overview was made of the most ordered products in the Netherlands in 2020. It was investigated which groceries outside the traditional top three of semi-skimmed milk, bananas and cucumbers are relatively most popular. were hungry.
Eating out at home
The closure of the catering industry and compulsory working from home resulted in striking trends. For example, the sale of luxury meat and fish increased to an extreme degree compared to 2019. The number of beef tenderloins ordered increased by almost 700 percent. This made it one of the products that grew the fastest in popularity. Another notable climber is ribeye. Sales of this rose by 463 percent.
More exclusive fish products were also in great demand at Picnic. For example, fresh oysters sold 143 percent more on the digital counter, products for making sushi yourself plus 95 percent. ‘When it was no longer possible in the restaurant, people went out for dinner at home. Of course they wanted to bring home tasty, more upscale and special products’, explains co-founder Michiel Muller of Picnic.
Corona also caused many Dutch people to roll up their sleeves, Picnic notes. Not only did we do more work, we also did not turn our hand for cleaning. On the contrary, sales of furniture cleaner, for example, increased by more than 100 percent. This puts the product in 34th place for fastest climbers. A spray all-purpose cleaner (+82 percent) and cleaning gloves (+76 percent) also went fast. Muller: ‘When you see the orders, hygiene seems to have become even more important than it already was. The Netherlands cannot be clean enough. ‘
That was necessary, because the Dutch cooked and baked a bit, given Picnic’s order figures. More than twice as much fresh quiche dough was sold, puff pastry was up 134 percent, and savory bakery specialties were up 66 percent. Finally, the strong boost that coffee products received is also striking. For example, sales of Nespresso capsules went through the roof by +280 percent. Parallel to this, the sale of semi-skimmed long-life milk and coffee creamer took off. They climbed in the top 50 of best-selling products to 7th (from 11th) and 27th (from 38th) place respectively.
The analysis not only shows national trends, but also shows in which place which products were most popular. Where do the largest herbivores, dairy enthusiasts live and where do people mainly buy organic? The differences between the three largest cities are considerable.
Amsterdammers have once again asserted themselves as lovers of hipster food. In previous analyzes, Amsterdam already emerged as the avocado capital, this year 020 will be crowned the oat drink capital. The Oatly oat drink barista is a popular milk for the many coffees we drank at home. Furthermore, the organic fair trade bananas were popular, just like the Maza hummus natural.
Sweet and healthy
In Rotterdam they especially like naturally sweetened products. The sugar-free Pepsi Max cola is at the top of the shopping lists, followed closely by Dutch strawberries. Sweet potatoes are also popular in the Maasstad. The biggest fans of healthy water live in The Hague. In the Hofstad, the carbonic acid-free mineral water from Bar-le-Duc is readily sold on the digital counter. Also popular is the unsalted butter from Zuivelmeester and the plum tomatoes.
(PvWK, photo above: Picnic)
Before the launch at the end of 2015, Picnic worked in silence for three years with a team of 30 specialists to deliver groceries at home without unnecessary intermediaries. The customer chooses which ride suits best and knows exactly what time the delivery will take place via the Picnic shopping radar up to the minute. The costs of this new way of distribution are so low that the delivery is free and the groceries also have the lowest price. Picnic is an initiative of Dutch entrepreneurs: internet entrepreneurs Joris Beckers and Frederik Nieuwenhuys were the owners of Fredhopper, the developer of personalization software for web shops. Serial entrepreneur Michiel Muller was previously at the cradle of the unmanned filling stations Tango and ANWB competitor Route Mobiel, and entrepreneur Bouke van der Wal owns supermarket chain Boni. Retail entrepreneur Gerard Scheij also came on board later. ‘