Chart of the Day: Research from Nielsen shows the popularity of Consumer Packaged Goods categories via Ecommerce
Fast moving packaged consumer goods (FMCG) aren’t the most obvious types of products to buy online. In the early days of Ecommerce categories such as books, videos, fashion and electronic retail dominated. Yet this has changed. This new research shows how, particularly in some categories, a high proportion of some FMCG.
The chart shows how over 40% of consumers in the US have ever purchased online in categories such as Health, Personal Care, Household products and Pet Care. Even in the last three months, the figure is more than 30% suggesting a significant number of consumers are regularly buying in this category.
Although such non-food FMCG are popular when you look at food products such as fresh and frozen the figures are a lot lower – at the sub-10% level in the last 3 months which reflects households regularly doing their weekly/monthly food shop online. The report doesn’t distinguish the type of retailers products are bought from, but for the non-food categories, we can imagine that people may set up regular purchases. For example, Pet food, personal care, and health can be purchased as part of a regular Subscribe and Save option from Amazon.
The report also looks at top-growing categories, the ‘stellar’ growth of dog and cat food over the past year suggests many are changing their behaviour to avoid the hassle of dragging these around supermarkets and car parks.