Consumers are spending more money online every year and it's estimated that by 2021, UK shoppers will spend over £20 billion in the grocery e-commerce sector alone. This figure is a concern for brands from all sectors but is particularly worrying for FMCG brands, for whom this trend poses a number of serious challenges.
In fact, these challenges echo those experienced by brands in bricks-and-mortar stores, but at a more acute level: the grocer holds the power over stock and marketing, there is limited media space in which to communicate brand messages and the shopping environment is price-driven. In addition...