GB: Iceland partners with Just Eat – What do its customers think of delivery services?

British supermarket chain, Iceland, has partnered with online food delivery service, Just Eat, to offer its customers rapid grocery delivery from more than 200 stores. By the end of April 2023, over 5,000 of the food retailer’s products will be listed on the delivery service’s app.

How popular is the delivery service amongst Iceland’s current customers?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 14% of Iceland’s shoppers have purchased food or drinks from Just Eat in the past 30 days. Conversely, 19% of Just Eat’s current customers have purchased groceries from Iceland in the last 30 days.

Data from Profiles shows that a majority of Iceland’s current customers (80%) agree with the statement that “delivery services make [their] life easier.” An identical proportion of the general British population agrees with the statement as well.

Where 76% of Iceland’s customers tend to make most of their food and grocery purchases offline, in contrast, only 12% of the supermarket’s customers make those purchases online. Iceland’s customers are also more likely than the general British population (70%) to shop for food and groceries offline.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

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