A comparison amongst Swedish grocery delivery services reveals a lack of fresh products

Ordering groceries online has existed for a couple of years now though it’s always been somewhat of a slippery slope. Issues keep occurring and honestly… why would you want food delivered to your doorstep when you can go down to the local supermarket and look for everything you need… Stand in line… Carry everything back home… Come to think of it… buying food at supermarkets is horrible. It’s time-consuming, crowded, and don’t get me started on the despair when you realize that the product you really needed is out. Like why do people need 200 rolls of toilet paper?!

Apart from the sudden outburst, online grocery delivery is nice, especially during the Corona outbreak. By ordering groceries online you minimize the risk of contracting the virus. Just keep your distance from the person that delivers the groceries and you should be Coronaproof. The idea is genius, however, is it viable? We wanted to find out and thusly analyzed three Swedish online grocery companies; Årstiderna, Linas Matkasse, and Mat.se.

What did we find out?

The actual delivery is important for obvious reasons and customers value simplicity. The delivery should be easy. Both Årstiderna and Mat.se somewhat get this and given the fact that their sentiment is increasing they clearly adapt. They’re not perfect though they seem to be aware of their flaws. Linas Matkasse, on the other hand, is straight-up bad, their average grade for “delivery” is 1,98 / 5 and it might be due to their vegetables. Customers either hate when the vegetables are flawed upon delivery or it’s the Achilles heel of Linas Matkasse’s deliveries. For reference: Årstiderna has an average grade of 3,46 / 5 and Mat.se has an average grade of 3,98 / 5.

Our runner up is freshness. Alike delivery, for the topic “fresh”, it seems that both Årstiderna and Mat.se have a higher grade than Linas Matkasse at 4,11 / 5 and 4,5 / 5 compared to 3,27 / 5. The food has to be fresh, it’s as simple as that. However, customers are more sensitive to unfresh vegetables given that customers of Årstiderna often refer to food being fresh along with vegetables.

Caption of the comparison graph for the topic “fresh”.

Conclusion and suggestions

At the end of the day, customers seek simplicity. It’s not that far fetched honestly. If someone views traveling to the Supermarket as too big of a hassle they clearly want the process to be extremely simple. Online food is in many ways easier and better than visiting the actual physical store, though they seem to somewhat struggle with vegetarian and vegan options. At least Mat.se where some customers have changed to other grocery delivery companies that provide a larger range of vegan and vegetarian options. Furthermore, customers value cheapness. The products have to be cheap yet of high quality. So what are our recommendations? The vegetables are important for the customers whilst the service has to be simple and provide a wide range of products. The service should be cheap as well.

The research team at Gavagai performed this analysis using our AI-powered text analysis tool, Gavagai Explorer. All texts analyzed in this article are collected from public online data published on Facebook, TrustPilot and the Appstore.

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