ROTTERDAM, 4 January 2024 – In a reflection of local preferences, Rotterdam residents have shown a notable inclination towards specific grocery items, according to a recent analysis.
Rotterdam's grocery trends
A detailed analysis of over one million Picnic customer orders across the Netherlands has revealed unique grocery trends among Rotterdam residents in 2023. Laundry detergents and fabric softeners were among the most rapidly increasing items on Rotterdam's shopping lists at online supermarket Picnic. Additionally, dishwasher tablets also saw a significant rise in popularity.
The data further highlights a distinct preference in Rotterdam for sweet sriracha chili flavored chips. This particular taste notably surpassed other varieties in the region. In contrast, the areas surrounding Rotterdam, including Gouda and Dordrecht, showed a marked preference for pesto. Gouda, often referred to as the 'Kaasstad' (Cheese City), also demonstrated a fondness for pumpkin, with two variants ranking in the top twenty fastest-growing items. Pea and tomato soups, along with smoked sausage, were common choices in both Rotterdam and Gouda. On less healthy days, residents of Dordrecht tended to indulge in frikadellen and Ben & Jerry's cookie dough ice cream.
Increasing popularity of organic products
Picnic's range of organic products has gained traction, leading to an expansion of the selection. The list of fastest-growing items is topped by cloudy apple juice, followed by orange juice and organic corn wafers.
Late additions to Picnic orders
In a pattern observed with Picnic's customers, vegetables often feature as last-minute additions to orders. Alongside cucumbers, zucchinis, and bananas, three-ply toilet paper and semi-skimmed milk are frequently added to the shopping cart at the last moment.
Picnic's expansion and services
In 2023, Picnic expanded its delivery area regionally. This was facilitated by opening a new hub in Heemskerk and relocating existing hubs to larger premises. The introduction of electric delivery vehicles with a greater range has enabled Picnic to serve more households in areas including Veenendaal, Leiden, Oss, and Roermond. Notably, a 'superhub' was inaugurated in Utrecht, covering an area of 5500 square meters, making it the largest in the Netherlands and serving over 200,000 households.
DHL partnership and parcel returns
In collaboration with DHL, Picnic managed nearly a quarter million return parcels last year. The majority of these returns were processed in South Holland, North Holland, and North Brabant, with Heerlen, Alphen aan den Rijn, and Venlo seeing the highest volume of returns.
Since its launch in late 2015, Picnic has revolutionized home grocery delivery by eliminating unnecessary intermediaries. Customers can select convenient delivery times and track their orders to the minute. This innovative distribution model enables free delivery and competitively priced groceries. Picnic, founded by entrepreneurs Joris Beckers, Frederik Nieuwenhuys, Michiel Muller, and Daniel Gebler, expanded into Germany in 2018 and France in 2021.