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How FMCG brands are adapting products in response to the shift to ecommerce


The Covid-19 pandemic has accelerated the shift to ecommerce, with the number of online shoppers globally increasing 9.5% in 2020. This growth is predicted to continue 10% year-on-year, reaching 3.8 billion in 2021.

The shift to ecommerce has been particularly noticeable within FMCG. In December 2020, 8.5 million UK households shopped for their groceries online – up from 5.7m households the year previously.

In response to this, and to capitalise on new consumer behaviour, many FMCG companies are re-assessing their product portfolios, and expanding into new categories and channels.

In this article, we look at:

  • The role of D2C
  • Products for more ‘at home’ activities
  • Convenience and rapid delivery
  • Designing products and content for online channels
  • Packaging innovation



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