Who wins Dutch hearts in FMCG E-commerce 2026?

Online grocery shopping continues to expand, with the share of consumers ordering FMCG products online rising from 32% in 2024 to 35% in 2025, and expected to reach 40% in 2026. While the explosive growth seen during the COVID period has eased, the channel is clearly becoming more established.

Penetration has stabilised, but engagement is increasing. Consumers who shop for groceries online are doing so more frequently and are spending more, indicating stronger habitual use rather than trial behavior.

Efficiency remains the main driver behind online FMCG shopping. Shoppers value speed, convenience, sharper pricing, and wider choice, while offline grocery shopping continues to win on experience and inspiration. Categories bought online are expanding gradually, with replenishment products still leading, while trust in fresh delivery continues to improve.

Competition among online supermarkets is also shifting. Crisp is the best-rated online supermarket, followed by Picnic, while Plus (as the best omnichannel player) overtakes Albert Heijn this year to secure the number three position, highlighting changing performance dynamics in the market.

Since 2016, YouGov has conducted annual research among online FMCG shoppers. The latest study once again includes a ranking of online supermarkets, offering clear insight into market performance and opportunities for improvement.