December 14: Market Researcher Nielson claimed in a research note that more people in India had bought routine goods during this festive season. Nielson researched about the online shopping scenario with the help of its e-commerce consumer panel. As compared to the previous year, the consumers preferred buying more product categories on e-commerce platforms.
From October 15 to November 13, the sale of fast-moving consumer goods products stood at 20%. However, this percentage stood far below at 13.5% back in 2019. Neilson also said that FMCG’s online value stood at 5% of the total e-commerce sales, similar to last year’s number. Subsequently, the amount was 35% of all products bought online, in terms of units sold of the category compared to 30% count in 2019.
The research also said the demand for personal care products had also surged this year. Kunal Gupta serving as the head of consumer intelligence in Nielson company, South Asia believed that typically people think that big days or festive days mark more sales in non-FMCG categories on e-commerce platforms.
Also read: Festive season 2020 witnesses 56% increase in order volume growth in e-commerce industry
Shunting from the belief, he added, “However, very quickly e-commerce recreated the offline pattern with consumers and, hence, this led to a lot of stocking of FMCG by consumers during this time.” The research of Nielson had surveyed shopping bills of 160,000 internet users belonging to urban India. This e-commerce consumer panel also found that people shopped for categories like mobiles, appliances, electronics, fashion and FMCG as well.
Sales of staples and snacks also grew as covid took hold over the world. Staples stood at 35.3% and snacks had 14% value contributions, whereas personal care gained significantly with 54% value.
Nielson’s research note quoted, “New FMCG shoppers have been enticed for online shopping for the first time during the festive period in 2020, and with shopper penetration remaining high at almost 20% in the festive period for the year, an uptick from 14% in 2019, it indicates that more consumers were persuaded to shop online for FMCG.”
