ISSUE 3 | SEPTEMBER 2016 E-COMMERCE: DRIVING GROWTH FOR FMCG THE GLOBAL PICTURE FORECAST 2025 HOW AND WHY REGIONS ARE DEVELOPING DIFFERENTLY PREDICTIONS FOR THE FUTURE THE FUTURE OF E-C MMERCE IN FMCG02 03 | Introduction E-commerce: driving growth for FMCG 04 | E-commerce hot spots The global picture 06 | Asia Eastern promise 08 | South Korea 09 | Japan 12 | Europe A continent divided 13 | France 14 | Germany 15 | United Kingdom 16 | United States of America Behind the curve 20 | Latin America Connected but conventional 24 | World of opportunity How brands and retailers are driving online sales 28 | Forecast 2025 Predictions for the future 30 | Conclusion Streamed shopping, the future of FMCG CONTENTSINTRODUCTION 03 In previous years, we have stressed the urgency for packaged goods retailers and brands to invest swiftly and decisively in e-commerce. Simply put: we demonstrated that the FMCG e-commerce market is unkind to latecomers. For brands, the priority is to get on the shopping list. Our data shows that 55% of online shoppers use the same shopping list from one purchase to the next, giving a signifcant frst mover advantage. While the industry as a whole is relatively fat – growing just 1.6% in the 12 months to June 2016 and forecast to slow further to 1.2% in 2017 – grocery e-commerce has a value growth of 15% on the previous year. It now accounts for 4.4% of all packaged goods sales generating $48bn in 2016. This is forecast to increase even further: by 2025, online packaged goods sales will be worth an estimated $150bn, growing to 9% of total FMCG value. Consumer’s needs are changing as they become increasingly time-poor and value conscious. In China, 79% of shoppers choose their store depending on its proximity to their home or commute. In Spain, 44% are looking for products that help save them time. And where waiting isn’t an option, next hour delivery is becoming increasingly available, although currently at a premium price. Shifting demographics are hastening these changes. In the next 10 years, GenerationZ will be making the shopping choices. This generation has never drawn breath in a non-digital world. They are constantly connected to their devices, where social media elevates their voice and gives them a direct line to once faceless brands. Today, over half of the adult population owns a smartphone; by 2020, 80% will. If brands wish to reach shoppers, they need to meet them on their platform. Supply is fast meeting demand. The past 12 months have seen a rise in the availability of new ofers from Alibaba, Amazon, Uber and Instacart. Built on a diferent model to traditional FMCG retailers, they cater to the global consumer’s main demand – convenience. Their rise presents an acute problem for incumbents: our fgures reveal that frst-to-market online retailers enjoy higher market share than their next competitor, a diference of at least 40% in France and up to three times for the UK. These fgures would suggest that online is the place to invest for FMCG: huge business opportunities, valuable shoppers and an exciting future. But unfortunately, it’s not quite as simple as that. Of key importance for packaged goods retailers and manufacturers is making sure that going online doesn’t cannibalise their ofine business. Comparative research we conducted across the UK, France and China, showed that after one year of e-commerce adoption, British and French shoppers spent less overall. This demonstrates a major risk of lost value for the industry if there is no clear diferentiation when marketing ofine and online ofers. This report will focus on three pillars to help retailers and brands navigate a future in e-commerce: E-commerce hotspots – this year, we have investigated the reasons why some of the world’s consumers have made the switch to online so seamlessly, while others stay wedded to legacy retail. By comparing individual country’s similarities and diferences, we can spot patterns and successes, ofering the right advice for each market. A world of opportunity – generating additional, or incremental, spend is possible. By looking across retail channels, this section will help brands to understand whether e-commerce provides additional value to the ofine business. The future of e-commerce – our experts will look at the market as it stands to predict how e-commerce will look in 2025, allowing retailers to prepare for the future today. E-COMMERCE: DRIVING GROWTH FOR FMCG By Stéphane Roger, Global Director of Shopper and Retail DENMARK POLAND 0.7% PORTUGAL SPAIN TURKEY ROMANIA 0.5% 0.2% HUNGARY 0.8% AUSTRIA 0.3% 1% 1.7% 1.3%BELGIUM 0.9% NETHERLANDS 1.7% UK 6.9%FRANCE 5.3% ITALY 0.4% CZ 2.1% GERMANY 1.2% ARGENTINA 1% BRAZIL 0.1% MEXICO 0.1% US 1.4% E-COMMERCE HOT SPOTS 04 Online grocery shopping is steadily growing across the world but, confusingly, countries where we might expect to see a discernible adoption of online grocery – in mature economies such as the US and Germany, and emerging markets including Brazil – e-commerce’s share remains small. Such a wide spectrum of adoption represents a global “puzzle of performance” for FMCG e-commerce. This year, we have endeavoured to investigate the reasons why some of the world’s consumers have made the switch to online so seamlessly, while others stay wedded to legacy retail. THE GLOBAL PICTURE While countries like South Korea and China are embracing the digital shopping experience, the US and Latin America remain less engaged – although e-commerce is still on the rise in these regions. The question retailers must ask is how to continue growth in the digital East, and encourage further development in the West. The future development of e-commerce is strongly connected to the culture, habits and beliefs of each country. Retailers and brand owners need to understand where a target country is positioned in order to design marketing and sales strategies which will properly impact those shoppers. A one size fts all approach will not work. Online value share of market as at June 2016 Source: Kantar Worldpanel, Europanel, Intage 。。。。。。以上简介无排版格式，详细内容请下载查看