A study by marketing technology firm Valassis reveals that although online shopping has grown more in Spain than other European countries such as Italy and Germany, the physical store continues to dominate the preferences of Spaniards when buying fmcg products. According to the study, 80% of Spanish respondents say they use the supermarket, physical or online, as the main shopping channel for food, cleaning products, beauty and personal care, pet products and parapharmacy items. 71% of consumers surveyed indicate the physical supermarket as their preferred purchase channel ahead of independent stores, specialist stores, drugstores, perfumeries and food markets.
The online purchase of fmcg products is becoming an important channel in Spain. 73% state that they have ever made an online purchase. Almost a third of them (31%) used Amazon as their main channel, the highest number of all the countries that participated in the study among 4,000 consumers from four European markets: Germany, Spain, Italy and the United Kingdom.