Two steps forward – one step back
During the coronavirus pandemic, Swedes discovered not only the Swedish countryside but also the phenomenon of having food delivered to their door.
In 2020, online food retail broke all records and the sector grew by 95 percent. As the comparative figures were very high, growth in 2021 was more modest at around 35 percent. As grocery retailers have relatively small market shares online, growth fluctuations are more significant than for other product categories, which we have seen evidence of this year.
Although e-commerce growth for groceries was slightly slower in 2021, several food market participants have invested in online retail. In December 2021 Axfood- owned mat.se merged with mathem.se. The deal was made with a promise that Axfood would acquire newly issued shares in mathem.se, making the Axfood Group the second largest owner of mathem.se.
Coop is also expanding its online retail with a pilot project in Stockholm allowing customers to collect pre-packed bags of groceries in refrigerated collection cabinets in various locations in the downtown area. The project is a collaboration with logistics operator Gordon Delivery.
Source: The E-barometern annual report 2021