Gorillas, Flink, Getir – Who Wins in Popularity?

Delivery within a few hours from checkout or even faster – this is what characterizes the current trend in online grocery shopping: quick commerce. Innovative logistics solutions, decentralized warehousing and record-time processing give quick commerce players a unique advantage over “traditional” grocery eCommerce: They can offer their clients the convenience of instant delivery. The platforms have not been around for long, but quick commerce is already a global, well-financed trend. The Statista Global Consumer Survey has taken a closer look at the situation in the UK, the United States, and Germany: The GCS Brand Profiler analyzes the attitudes and behaviors of more than 1,000 respondents in each country to define reliable brand profiles in the online grocery delivery field according to five key characteristics. A comparison of three leading quick commerce brands in Germany reveals that many Germans already seem to be aware of quick commerce platforms, but most do still not engage with them:

When taking a look at brands like REWE or HelloFresh in the GCS Brand Profiler, it turns out that traditional grocery delivery brands are a well-established concept in German consumers’ minds that the innovative quick commerce brands can still not keep up with. With an awareness of 95%, REWE for example is known to almost every German consumer. The three quick commerce brands Gorillas, Flink, and getir reach way lower awareness rates. Yet Gorillas and Flink are already known to more than one third of respondents. getir is a little further off, with an awareness of 20%. In fact, getir reaches the lowest percentages in all five criteria in this comparison. Still, the results are not bad considering that getir was the last of the three brands to start operations in Germany. It has been delivering groceries in Germany for only roughly a year, while Gorillas and Flink have been around since 2020. Gorillas and Flink have a special role in another way: Although Gorillas leads in the brand awareness aspect, it is behind Flink in all other categories. When it comes to popularity, for example, Flink leads over Gorillas by two percentage points – 10% state that they like the brand Flink. 7% already use it and 5% would use Flink again in the future. Of course, the one-digit percentages mean that there is still a lot of room for improvement in the popularity, usage, and loyalty aspects for all three brands. But the fact that brand awareness scores and also the awareness of brand presence in the media and in advertising are higher shows that the trend is still in its infancy but is probably ready to really set foot soon.