Online shares and shopping behaviour
Online shares and shopping behaviour changed significantly due to the pandemic – has 2022 brought any changes? And also, following a question this week, a look at premium during times of inflation and financial uncertainty.
Online shares of FMCG remained stable in the early months of 2022
Boosted by Covid lockdowns, Online shares peaked early in 2021 but like in 2020 dropped back and stabilised at around 6.5%. So far this year, shares continue at a similar level and slightly lower than the peak values in 2021
The first quarter of 2022 still shows low shopping frequency and large basket sizes
The pandemic led to less shopping around, fewer store visits and very large basket sizes in a record FMCG market. Both behaviours carry over to early 2022 – inertia, covid concerns or fuel costs?
Inflation and economic uncertainty does not undermine the relevance and growth of premium
Between 2008 and 2013, the number of premium brands ranking in the top 10 brands per category went up by a third. Whilst understandably the share per brand dropped (these newcomers are smaller), the overall sector increased share despite the economic background