Online sales of fast moving consumer goods are outpacing overall FMCG market with the global sales of groceries through e-commerce channels reaching US$48 billion in the 12 months ending in June. That was 15 percent more than the same period a year earlier.
The third annual Future of E-commerce in FMCG study released by WPP's data management unit Kantar shows that globally e-commerce now accounts for 4.4 percent of all FMCG sales, with China recording the fastest growth of 47 percent.
The FMCG market as a whole has been losing momentum. In China, the overall FMCG market growth is merely 3 percent as people are looking for more convenience while shopping.
"The online grocery market size is expected to take up 9 percent of the FMCG market and will be worth US$150 billion by 2025," said Stephane Roger, global shopper and retail director at Kantar Worldpanel. "With new entrants, the industry is facing a shake-up."
