FMCG e-commerce punches above weight

Global FMCG online sales were up by 26% in 2016, according to Kantar Worldpanel. Growth was highest in the most mature markets in Asia: China (+53%) and South Korea (+40%). In Europe, the countries with major evolutions are Spain and Portugal, +29% and + 24% respectively, with the biggest e-commerce markets, UK and France, still growing at a rate of +8%.

In the US, the 2nd market for e-grocery, the share of e-commerce represents just 1.5%. However, with initiatives from Amazon and more established US grocery retailers moving along apace, the region is likely to catch up quickly.

Eric Batty, Global E-commerce Business Development Director, Kantar Worldpanel, says: “E-commerce accounts for 4.6% of the FMCG market globally but represents 35% of the growth; eight times its weight in the market. E-commerce may only reach a small proportion of grocery shoppers but it’s no surprise that manufacturers are investing considerably in this channel – many of them creating dedicated teams to build their online strategies – because it represents the main accelerator to their future growth.”