Ready, Steady, Shop! Vol. 1

Almost 3 years into the pandemic and the “new normal” has still not materialized. Despite many countries racing to open up their economies, others continue to lockdown their populations, and along came global supply chain issues and war in Europe to usher in a new era of rising prices.

Throughout all these events, we observe shoppers across APAC continuously adjusting their FMCG purchasing to deal each new challenge. And the brands and retailers with the deepest understanding of FMCG shopping behaviours have been best placed to win hearts, minds – and baskets!

Looking to the future, we expect to see further upheaval in FMCG shopping behaviours. Therefore, shopper-centric decision making will continue to be more important than ever, ensuring brands and retailers achieve their growth targets by delivering what the shopper wants and needs.

Join us on our journey through these changes as we launch Ready, Steady, Shop! - a monthly series of bite-size insights into FMCG shopping behaviours, uncovering opportunities and pockets of growth, and leaving with some food for thought.

Read the report below, of if you'd like to have the PDF version, you can download it from the link at the right-top of this page.

Headwinds for Online FMCG?

Anyone from Kantar’s Worldpanel division will tell you “Penetration is King” and that has certainly been true for Online FMCG growth across APAC.

Looking at the charts below, Online sales have increased in parallel with an increase in the proportion of shoppers using this channel to purchase FMCG.

Other indicators, such as frequency of shopping Online or average Online basket size, have had less of an influence on the channel’s sales up to now.

Is this about to change though?

Look again at the charts and you will see that the penetration index is plateauing in these 4 markets. In other words, the influx of new shoppers Online is drying up and some Online shoppers are lapsing.