Supermarkets are seeing their share of sales shrink due to the strong emergence of e-commerce in FMCG. In Europe, growth is slower: Asia is leading the way with innovative concepts. What will be the impact of the current crisis?
Supermarket under pressure
While the total FMCG market grew by 2.1 % in 2021, online grocery sales increased by 15.8 %. This growth is somewhat less spectacular than in the lockdown year 2020, when e-commerce for food grew by as much as 45.9 %, yet it still means that online has increased its market share: globally, 7.2 % of groceries are now done online, up from 6.3 % in 2020 and 4.8 % in 2019. In Europe, the online share is 6.9 %.
