NL: Online is sales channel with strongest growth in FMCG

Every year, IRI carries out a large-scale study in which the spending habits of shoppers are recorded in over 20 product categories in the various sales channels. This study shows that online is the fastest growing sales channel within the FMCG. Consumers spend more than twice as much online on FMCG than last year.
The share of online sales compared to the total sales strongly differs for each category. For food the online share is still low, but the online share for personal care products is almost 10%. Also, the online shoppers are ‘heavy buyers’ considering the fact that they spend on average over 60% more than shoppers in other sales channels (Press Release IRI, August 2016).
Click here for the press release (181 kB, in Dutch).
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