March Outlook: Fashion and Health/Health Food products expect to have the biggest focus on the European mainland, whereas Media/Entertainment and Food/Groceries lead in the UK

As we welcome the meteorological spring, AfterPay Insights is serving up a new March monthly Outlook. This blog discusses what consumers from the Netherlands, Germany, Norway and the UK intend to buy this month. We see minor change compared to February and compareble results in three countries. The UK slightly differs from the European soil when it comes to predicting product categories, with an interesting offline-to-online shift.

The Netherlands’ Fashion and Health/Health food products categories lead again


Fashion is the category with the largest growth, from both offline and online. Other than that there is not too much movement going on in the Dutch market.
Looking into February data we see the same thing going on. 30% of Dutch online shoppers make at least one online purchase in Fashion. From a category size perspective, there are quite a few categories in 2nd place. Electronics/Telecom, Health/Health Food Products, Beauty/Cosmetics, and Tickets, Hobby Articles, Food/Groceries & Take Away all see about 12 to 10% of online shoppers.

Germany’s Fashion category takes first place in March's intended purchases, Health/Health food products in second place

Germany’s March Favorite again is Fashion. Fashion is expected to grow, where about 50% of the increase is happening online and 50% expected to grow offline.
When we look at planned purchases online and offline combined, we expect Media/Entertainment, Food/Health products and Pets to have an increase in total purchases, too.


Similar results are visible regarding the February month. 27% of German online shoppers make at least one online purchase in the Fashion category, Electronics/Telecom comes next with 14%. Two categories take third place in Germany with 13%: Media/Entertainment and Health/Food. These categories are the biggest in terms of online shoppers. But when we look at the growth expectation, then Media/Entertainment is one of the biggest categories to grow, along with Fashion and Health/Health Foods.

“Just like in the Dutch market, Fashion is expected to continue being the dominant growth category in March, where about 50% of the increase is expected to be online and 50% offline.”

Norway stocks up on Health/Health food products overall in March, but Fashion sees biggest grow online


Norway joins the Netherlands and Germany when it comes to the biggest category: Fashion with 23% of Norwegian online shoppers make at least one online purchase in the Fashion category (February). Fashion is expected to grow the most online. But when we combine offline and offline, Health/Health food products is expected to have the highest overall growth in March.

Similar results are visible regarding the February month. Electronics/Telecom and Cosmetics come next with both a 10% share. These categories are the biggest in terms of online shoppers. But when we look at the growth expectation, then Health/Health Foods is the biggest categories to grow, along with Fashion.

The UK’s Media/Entertainment category dominates overall in March’s purchases, Food/Groceries sees a continuous shift from offline to online purchases

 

Food/groceries is the category where we can expect growth or at least a continuation in shift of purchases from visiting physical stores to purchasing online. Beside Food/Groceries, Fashion always remains high in the share of online volumes. These two categories are the online shopping driving force in the UK.

When we include offline shopping, then the Media/Entertainments category stands out where consumers state they will increase total purchases in March. Media/Entertainment’s category increase is expected to be predominately in brick-and-mortar stores.

February data is not much different. 26% of UK online shoppers make at least one purchase in Fashion in February – but 27% also makes at least one online purchase in Food/Groceries. These two categories dominate UK online shopping.
From a category size perspective, Beauty/Cosmetics comes in 3rd place with 13% of online shoppers in February.

What is next?

Looking into the future of next week with a blog post about looking into the future of online shopping in 2030. What do consumers think online shopping will look like? How do they feel about that? And what will happen to the city centers and shopping malls as we know them now? Come back next week to find out.