Online shares of FMCG in the big countries in Western Europe have stabilised but how is the channel developing more generally?
shares, shopper numbers, shopping frequency?
Online global share of FMCG has stabilised
Following the pandemic boost to online shares, this has now stabilised largely due to a drop back in Western Europe. The growth in Asia has also steadied but some progress is being made in Eastern Europe although at a lower share level currently.
More shoppers are turning to online for grocery shopping
Although market shares have stabilised, the number of FMCG online shoppers continues to rise albeit at a reduced rate. Western Europe bucks this trend in the short term but the number of online shoppers in the region is still 30% higher than 5 years ago.
Online FMCG shopping is becoming more mainstream as shopping frequency rises
With faster delivery options and more experience of online, FMCG shopping frequency in the channel is increasing. Even in Western Europe the longer term reflects this pattern with 50% higher frequency than 5 years ago.