買い物弱者助け、ネットスーパー市場が急成長 “買う”以

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 株式会社富士経済は4月に、ネットスーパーやインターネット通販など急成長する食品ダイレクトセールス12チャネルと、食品13品目の国内市場について調査を行い、その結果を報告書「食品ダイレクトセールス市場トレンドデータ 2011」にまとめた。食品ダイレクトセールス市場とは、電話、FAX、インターネットなどで受注した食品を宅配(家庭・オフィス)するサービスと、サーバーを設置して水・コーヒー・お茶を宅配するサービスを含めた市場のこと。
 そのうちネットスーパーの2011年における市場規模は781億円の見込みで、前年比137.3%増となった。サービスエリアの拡がりと利用者の増加によって急速に成長を遂げており、買い物弱者対策としても注目を集めている。
 70代以降の高齢者の利用を見た場合、インターネットの普及率がまだ低いこともあり、FAXや電話の注文が多い。今後の利用拡大に向け、簡易端末など利便性の高いツールの提供も始まっている。
 一方、ソフトブレーン・フィールド株式会社は4月、20代〜60代の既婚女性会員967名を対象に「主婦のネットスーパー利用実態調査」を実施した。
 「ネットスーパーを利用したことがある」のは25%で、そのうち「月に1回以上定期的に利用している」割合は12%にとどまった。「一度も利用したことがない」は76%を占めたが、今後「利用したい」または「検討したい」は63%となった。
 主婦にとってスーパーでの買い物は、新商品に出会えたり、商品を見ながら夕飯の献立を考えたり、夕方の値引きでお値打ち商品を発見できたりと、“商品を買う”こと以外にも意味があるのではと分析されている。
 ネットスーパーの利便性は、ほかに代えがたいものがあるのも事実。ただ利用するかどうかは、環境や買い物に付随するメリットなどもあり、複雑なようだ。
(加藤 秀行 、 簗瀬 七海)
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by pachifu | 2012-05-28 07:48