More and more producers are looking for opportunities to come into direct contact with consumers. The advantage of this is that it provides good insights into consumer purchasing behaviour. However, few consumers are willing to order directly from producers.
“If major A-brand manufacturers are going to do this more, and also offer cheaper products than in-store, then AH, Jumbo and other supermarkets would not be happy with that”, says Rob Morren, researcher at ABN AMRO bank. “But I don’t see that happening yet. The profit margins on food are already quite small in our country, so the chance that consumers can buy products cheaper from the manufacturer, is not big”.
Heineken, Verstegen and Nespresso are already successful in selling through their own channels. The market is still small, but who knows what it will bring in the future.
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