Penetration rate of online supermarket Picnic in the Netherlands 2019, by age group
In 2019, one out of four respondents who had ordered groceries online in the past year had ordered these from online-only supermarket Picnic. The Amsterdam-based delivery service operates throughout the Netherlands and parts of the border area with Germany. Picnic was especially popular among the younger generations. Of the respondents aged 50 years and older, less than 20 percent had used Picnic in the last year.