Online FMCG consumer spend is 46% higher than in store

Rob Clapp

An overview of online and offline FMCG consumer spend by region.

Consumers spend 46% more on FMCG products when buying online, according to data from Nielsen.

The difference in online and offline basket spend in the FMCG category is largest in North America – online basket spend is more than double (114%) that of offline spend. This drops to 61% in Europe in second place.

Consumer FMCG spend is higher online than offline across all six regions measured, though online spend is only 8% higher in Latin America.

Nielsen also finds that the reasons for shopping online differ according to age. Younger consumers (20 to 34 year olds) shop...

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