New data from Worldpanel shows that local stores and e-commerce are driving growth in France’s grocery sector. Consumers are splitting their baskets, using local shops for convenience and freshness, while turning to online for bigger or planned purchases.
A few insights stood out:
- Shoppers want flexibility — mixing formats to fit their lifestyles.
- Local stores win on proximity and trust.
- Online wins on choice and efficiency.
And here’s the opportunity → whether online or offline, retailers need to stay top of mind before the shopping trip begins.
That’s where doordrop campaigns shine: reminding households of offers, building awareness, and influencing where the next basket will be filled.
Do you think this “hybrid basket” trend is here to stay in France and beyond?