IRI E-commerce report reveals major growth opportunities for retailers and brands as online sales for FMCG accelerate

From disruption to growth: Eight key trends to leverage

Bracknell, IRI – 6 February 2019 – A new report from IRI, a leading provider of big data, predictive analytics and forward-looking insights, highlights new growth opportunities for FMCG retailers and manufacturers online, and reveals eight key trends in FMCG e-commerce, including one-click ordering, shopping by smart home device and the power of geo marketing.

IRI’s E-Commerce in FMCG report shows that while supermarkets are still the main destination, the traditional grocery landscape is changing quickly. Despite the fact that the online market share of FMCG is still low compared to other sectors, online sales are booming in Europe, with double-digit growth in Italy (+42%) and Spain (+29%) and dynamic performances in France and Germany. Sales of food and personal care in particular are overperforming in e-commerce, and are set to jump +54%* in the next five years. According to the report, the FMCG market is ripe for further disruption online, with new partnerships forming and new distribution opportunities emerging.

Pierluigi Carlini Solutions & Innovations, IRI, comments: “The traditional grocery landscape is being disrupted as influential online players reinvent the food and drink shopping experience, and smaller specialists offer a more personalised approach to consumers. But we believe there are huge growth opportunities for FMCG retailers and brands to use their online platforms and data to help meet the demands of today’s younger shoppers who expect a seamless, effortless online experience, combined with value for money, product choice and availability.”

Eight Key Trends in E-commerce

Within the E-Commerce in FMCG report, IRI has pinpointed eight key trends to show retailers and manufacturers how to identify opporutnities within FMCG e-commerce:

  • Big data management facilitates detailed understanding of individual shopper journeys and buying habits, leading to personalised recommendations and design studios, greater convenience and loyalty.
  • Geo-marketing pulls in on-the-go consumers or encourages impulse online buying for those in transit. Promotions to prompt in-store footfall or impulse spend online.
  • Cart abandonment – Amazon’s one-click ordering patent expired in 2017. The quest for online retailers to alleviate shopping cart abandonment will see FMCG and non-FMCG players focus on a shorter path to purchase.
  • Shopping by smartphone – over half of UK shoppers prefer using retailers’ smartphone apps rather than their website.
  • Targeted, instantly redeemable rewards strengthen the retailer’s quest to drive loyalty and win share of wallet.
  • Voice ordering via smart home devices provides convenience for shoppers. Integration of new platforms will be essential to ensure a seamless, omnichannel experience.
  • Versatility, speed and convenience. Ability to pivot between click and collect and home delivery in less time is high on retailers’ agendas.
  • Direct to consumer (D2C) delivery has ushered in fast-growing FMCG brands (Graze, Dollar Shave Club). Start-ups and larger players can in-part remove retailers in a bid to drive loyalty, personalised offers and repeat purchase

IRI E-Commerce is the only solution, based on census EPOS data of participating retailers, which provides the most accurate read of online shopping for grocery, including pure players like Amazon. Combined with the bricks and mortar market read, IRI provides FMCG manufacturers and marketers with the most comprehensive and granular omnichannel data view and measurement to uncover actionable insights that drive growth online and in-store.

The IRI E-Commerce in FMCG report can be downloaded here.

*Source: Statista  Digital Market Total Europe Outlook 2018

About IRI
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC healthcare, retailers and media companies to grow.  With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand cloud-based technology platform, IRI guides over 5,000 clients globally in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver growth. Follow IRI on Twitter.

For further information please contact:
Anne Lefranc, European Marketing Director at IRI
Tel : +33 1 30 06 23 62
Eureka contact:
Marcus Edgar, PR consultant
Eureka Communications
Switchboard: +44 (0)1420 564346
Mobile: +44 (0)7810 87607

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