Online sales of packaged consumer products in the first nine months of the year recorded a + 37.5% compared to the whole of 2020 as online spending in this category reached 2.9 billion, thus slightly doubling on 2019. This is what emerges from the Digital Fast moving consumer goods (Fmcg) Observatory presented at the Netcomm forum industries. Overall, it emerges that e-commerce has a driving role on the revenues of the large-scale retail trade, which in the physical channel records a + 0.4% that reaches 1% with online. Among the best sellers are premium food products such as organic, free-from and 100% made in Italy. A segment that online sees almost double its share in value to 6.7% against 3.6% of traditional stores.
It is the small niche producers that get the best performances and increase their share by about 10 points, going from 20% offline to 30% online while the leading brands and followers continue to maintain their importance. Finally, the brands are investing heavily in private labels whose sales share goes from 20.6% in the offline to 24.5% in the online.
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