The coronavirus pandemic has fashioned new shopper habits round shopping for fast-moving shopper items (FMCG, also referred to as consumer-packaged items or CPG).
Whereas the astronomical spike in on-line buying that was seen within the early days of the Covid-19 lockdowns (and once more in late 2020 and early 2021) proved to not be everlasting, many extra shoppers are actually shopping for items on-line than did previous to the pandemic. In keeping with analysis by Adobe printed in March 2022, in the USA, groceries have now turn out to be a “main ecommerce class”, accounting for an 8.9% share of US ecommerce, up from 6.3% in 2019. Within the UK, figures from Kantar revealed that the proportion of over 65s shopping for on-line has doubled in three years, from 9% in 2019 to 18% in 2022.
Tendencies which have emerged from this shift embody new channels for manufacturers to promote direct to shopper; the rise of q-commerce and speedy supply; and the expansion of retail media networks as retailers faucet into their owned shops of information to enchantment to shoppers in new methods.
All of those current vital alternatives for FMCG manufacturers to assemble and faucet into first- and second-party knowledge, the higher to know and attain their buyer base. On this two-part collection, we’ll discover what the alternatives are for FMCG manufacturers in each first- and second-party knowledge, with examples of how manufacturers are tapping into these alternatives.
