According to a study by panelist Kantar, the Asian market represents 45% of total online sales of FMCG products.
Online commerce represented in 2021 “7.2% of global food expenditure“, driven in particular by the Asian market which weighs “45% of total FMCG online sales“, noted the panelist Kantar in a study published Monday.
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According to the panelist, “nearly 40% (39.8%) of consumers used online merchant sites to shop in 2021, compared to 37% in 2020 and 31.6% in 2019“, and the average frequency of online shopping is up, to 10.4 times per year in 2021”compared to 8.7 times in 2020 and 6.9 times in 2019“. “44.2% of Asians now shop for food online, up from 41.7% in 2020, a rate that rises to 88.8% in mainland China and 87.1% in South Korea“, whereas in Western Europe, “the rate caps at 35.2%according to Kantar’s annual study of global food and consumer product sales.
“Market maintained last year’s level as many traditionally out-of-home opportunities remained on hold, boosting at-home consumption“, estimated in a press release Stéphane Roger, director”Global Shopper & Retailfrom the Worldpanel division of Kantar. “Online sales of food and consumer products grew by more than 15% in 2021, in a global food market growing by 2.1%“, notes Kantar, who however foresees a more difficult year 2022 due to inflation.
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Consumer products are the main categories of products purchased regularly by households in large distribution circuits, and whose lifespan is quite short. Kantar, whose study covers 50 markets weighing 83% of the world’s GDP, divides them into 5 categories: dairy products, beverages, food, cleaning products, hygiene and beauty.
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