Stephane Roger of market research firm Kantar just reported at the Zenith Global Dairy Congress 2021 on the ongoing changes in FMCG sales. The analysis Roger referred to covers 80% of global GDP.
2020 was an exceptional year, Roger reported, bringing a global retail FMCG sales boom of 10%. The year before, the increase was 2.5%. Western Europe outperformed the global average with FMCG sales up 11.4%, as did the US at +14%. But the growth in in-home consumption could not compensate for the losses in the out-of-home market overall. Out-of-home sales in France, for example, fell by 26%, while food retail sales increased by only 7% (FMCG). About 70% consumers in the countries considered, Roger says, feel or expect negative Corona effects on their income and are shopping more price-consciously. Private label market share is increasing globally, except in Germany, the Netherlands and the UK, where it has been very high for some time.
Roger pointed to the growing importance of e-commerce for FMCG. In metropolises such as Shanghai or Beijing, one third of relevant sales are already generated through digital channels, in Amsterdam it is as high as 9% and in Copenhagen 7.4%. So far, only one third of the world’s population buys food and beverages online. All in all, there is great potential in e-commerce; Roger expects the share of this sales channel to increase to 13% worldwide by 2025 (2020: 6.5%).