In 2018, 96% of FMCG growth took place outside hyper and supermarkets, eCommerce grew 20%, discounters have been appearing almost everywhere, and new hybrid retail formats are becoming more common place around the globe.

While GDP growth has been stable in recent years, growing on average +3.5% per year, FMCG growth has been slowing - from +6% to +2.1% since 2012. The table below may suggest growth in every region, but the data alone does not always tell the whole story. In fact, 2018 saw a continued slowdown in every market we’ve analysed - other than China Mainland and the US.

FMCG Value Growth (%) 2017 (vs. 2016) 2018 (vs. 2017)
Global 1.9% 2.1%
Africa & Middle East 8.8% 6.1%
Asia 3.1% 2.8%
Eastern Europe 5.3% 1.2%
Western Europe 2.7% 1.7%
Latin America 5.7% 3.9%
US 0.9% 1.6%

Source: Kantar

The fragmentation of the FMCG landscape continues apace. Across the channels we’ve analysed, there is an obvious divide between those doing well and those struggling to keep up. eCommerce is far outstripping any other medium—achieving 20.3% growth in 2018, accelerating on its 15% growth in 2017.

% Global Value Share by Channel 2017 2018 2018 Growth (vs. 2017) Forecast 2025
eCommerce 4.3 5.1 20.3 10.1
Hyper/Super 56.9 55.8 0.1 48.0
Discounters 10.3 10.6 5.7 13.4
Convenience 4.1 4.1 2.5 4.4
Cash & Carry 3.3 3.4 5.4 5.1
Traditional Trade 8.4 8.4 2.4 8.3
Drugstore & Pharmacy 6.7 6.6 1.0 6.2
Others 6.0 6.0 n/a 4.5

Source: Kantar

The Kantar Worldpanel publication Winning Omnichannel – Finding growth in reinvented retail explores where to grow and how to win in a context in which global sales grew just 2.1%. This is our most comprehensive omnichannel study yet, based on data from across 47 countries, representing 83% of GDP providing a unique picture of retail and shopper dynamics across the globe. 

To download the report, view the webinar and contact our experts, visit Kantar Worldpanel by clicking this link.

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