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Online FMCG Sales by category

Author's avatar By Dave Chaffey 22 Jan, 2018
Essential Essential topic

Chart of the Day: Research from Nielsen shows the popularity of Consumer Packaged Goods categories via Ecommerce

Fast moving packaged consumer goods (FMCG) aren't the most obvious types of products to buy online. In the early days of Ecommerce categories such as books, videos, fashion and electronic retail dominated. Yet this has changed. This new research shows how, particularly in some categories, a high proportion of some FMCG.

The chart shows how over 40% of consumers in the US have ever purchased online in categories such as Health, Personal Care, Household products and Pet Care. Even in the last three months, the figure is more than 30% suggesting a significant number of consumers are regularly buying in this category.

Although such non-food FMCG are popular when you look at food products such as fresh and frozen the figures are a lot lower - at the sub-10% level in the last 3 months which reflects households regularly doing their weekly/monthly food shop online. The report doesn't distinguish the type of retailers products are bought from, but for the non-food categories, we can imagine that people may set up regular purchases. For example, Pet food, personal care, and health can be purchased as part of a regular Subscribe and Save option from Amazon.

The report also looks at top-growing categories, the 'stellar' growth of dog and cat food over the past year suggests many are changing their behaviour to avoid the hassle of dragging these around supermarkets and car parks.

Research source

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By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site,, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

This blog post has been tagged with:

Consumer brand marketingFMCG Ecommerce purchases

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