The recently launched report State of the Grocery Retail Europe 2024
McKinsey, Eurocommerce, Europanel predicts
FMCG retailing to grow 3.5 times faster online than offline
Our recently launched report THE STATE OF GROCERY RETAIL with McKinsey and Eurocommerce predicts online grocery sales to grow by almost 7% p.a. until 2030, while offline is expected to grow by 2%. These numbers are unsurprisingly much lower than for the two record years we saw recently: the Corona year 2020 where online grew by about 50% in one year (offline also grew by almost 10%) and 2023 where inflation was the key ingredient to both online and offline growth.
Online loyalty higher for all brand sizes and especially for smaller brands
Lower shopping frequency online is a major influence for higher loyalty rates because there are fewer opportunities to switch. In addition the use of favourites/lists will be important. The relatively smaller drop-off for small brands online may well be due to their greater relative presence in an online setting (where brands can be sorted alphabetically and many brands can fit on a screen) compared with their average salience in a physical store (where small brands may have very few facings and worse shelf placements).
