KANTAR. ONLINE GROCERY MARKET SHARE WILL DOUBLE IN 5 YEARS
The latest report from Kantar estimates the current size of the e-commerce food market and a future evolution over the next 5 years. Growth will be driven by the Asian countries moving far ahead of the U.S.A. and Europe. Within a moribund retail market, online sales of fast-moving consumer goods (F.M.C.G.) increased last year by a staggering 20.3% globally. Online is continuing to attract new shoppers seeking both convenience and speed. Kantar‘s latest study (which continuously tracks the purchasing behavior of 428,000 households in 46 countries*), shows how e-commerce accounted for 5.1% of grocery retail sales worldwide in 2018. The current market share is 21%, highlighting potential opportunities. The projections from Kantar towards 2025 – i.e. in 5 years – show that this market has not reached maturity. According to Stéphane Roger, Global Retail Director at Kantar Worldpanel, “E-commerce will account for 10% of all F.M.C.G. spend across the globe by 2025, twice the current market share of 5.1%.” In Asia in particular, online will be the leading channel due to the acceleration of mobile-first customer preference. By 2025, e-commerce is expected to represent 31% of F.M.C.G. retail sales in China, 24% in Korea and 20% in Taiwan. The predicted landscape shows a lower potential in the U.S.A. and Europe. By 2025, e-commerce is due to account for 12% of the total F.M.C.G. sales in the U.S.A., for 9% in the United Kingdom and for 8% in France. This market is driven by the development of customer-oriented technologies to win new customers. This is promoted by campaigns including dynamic shopping lists on websites, development of bulk offers and zero- plastic packs online.