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10 June 2021
E-commerce to account for over 8% of FMCG sales in 2021
Purchase behaviourAlcoholic drinks industry (general)Food industry (general)
More than 8% of global FMCG sales will be from online channels this year, according to research from Kantar, GfK, IRI and Intage. This is double the level in 2018 (4.2%) and up from 6.5% in 2020.
Why it matters
Online is a rapidly growing channel in the FMCG category but its share of sales value varies significantly across markets, with highs in Mainland China and South Korea and lows in much of Latin America.