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In 2017, just under **** percent of all the personal care products sold by supermarkets in the Netherlands were sold via their online stores – making this the product segment with the highest online share that year. By comparison, of the total fresh vegetables and fruit sales, approximately *** percent was sold online. Of the total supermarket revenue in ***, nearly percent was generated online.

 Online supermarket revenue 

  In absolute numbers, the most important categories in terms of turnover were beverages and groceries (excluding fresh foods). In 2016, these categories were valued at nearly ** and ** million euros respectively. The online supermarket revenue of toilet and kitchen paper was roughly ** million euros that year.  

Albert Heijn market leader in online food retail

  Albert Heijn, the country’s leading supermarket both in terms of turnover and the number of stores, was also the leading supermarket in online grocery retail. In 2019, Albert Heijn held an online market share of over ** percent in the Netherlands. Its most important competitors, Jumbo and Picnic, have however succeeded in rapidly expanding their market shares in the last five years, at Albert Heijn’s expense.