凯度：2016年全球快速消费品电商研究报告（17页）.pdf

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1、IS SUE 3 | SEPTEMBER 2016 E-COMMERCE: DRIVING GROWTH FOR FMCG? THE GLOBAL PICTURE FORECAST 2025 HOW AND WHY REGIONS ARE DEVELOPING DIFFERENTLY PREDICTIONS FOR THE FUTURE THE FUTURE OF E-C MMERCE IN FMCG 32 INTRODUCTION? 02 03 | Introduction E-commerce: driving growth for FMCG? 04 | E-commerce hot sp

2、ots The global picture 06 | Asia Eastern promise 08 | South Korea 09 | Japan 12 | Europe A continent divided 13 | France 14 | Germany 15 | United Kingdom 16 | United States of America Behind the curve 20 | Latin America Connected but conventional 24 | World of opportunity How brands and retailers ar

3、e driving online sales 28 | Forecast 2025 Predictions for the future 30 | Conclusion Streamed shopping, the future of FMCG? CONTENTS 03 In previous years, we have stressed the urgency for packaged goods retailers and brands to invest swiftly and decisively in e-commerce. Simply put: we demonstrated

4、that the FMCG e-commerce market is unkind to latecomers. For brands, the priority is to get on the shopping list. Our data shows that 55% of online shoppers use the same shopping list from one purchase to the next, giving a significant first mover advantage. While the industry as a whole is relative

5、ly flat growing just 1.6% in the 12 months to June 2016 and forecast to slow further to 1.2% in 2017 grocery e-commerce has a value growth of 15% on the previous year. It now accounts for 4.4% of all packaged goods sales generating $48bn in 2016. This is forecast to increase even further: by 2025, o

6、nline packaged goods sales will be worth an estimated $150bn, growing to 9% of total FMCG value. Consumers needs are changing as they become increasingly time-poor and value conscious. In China, 79% of shoppers choose their store depending on its proximity to their home or commute. In Spain, 44% are