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Online FMCG sales heading upwards

Released at: 16:15, 08/07/2015

Online FMCG sales heading upwards

Kantar Worldpanel report shows online FMCG sales rising and predicts the trend will continue.

by Doanh Doanh

The latest report from Kantar Worldpanel released on July 8 shows that online sales of fast-moving consumer goods (FMCG) increased in Vietnam.

Online’s share of the grocery market in modern trade rose from 0.4 per cent in 2013 to 1.5 per cent in 2014, with such growth looking set to continue well into the years to come.

“The development of online sales in Vietnam will happen at a different pace by sector, starting with more individual / premium markets, which is witnessed by the dominance of personal care (which accounts for nearly 50 per cent online), followed by milk powder, and after that we may see progression to the other sectors,” said Mr. Davil Anjoubault, General Manager of Kantar Worldpanel Vietnam. “Thanks to the prevalent speed and convenience trends among Vietnamese consumers and high internet penetration, Vietnam is a promised land yet to be discovered to the fullest, where retailers and brands need to focus to develop the online market.”

Kantar Worldpanel has noted the online practices of both local and international players, including Unilever, P&G, Masan, among others, in recent years, which reinforce the message of e-commerce helping their brands approach shoppers from another direction.

Kantar Worldpanel also forecasts global FMCG online sales to reach $130 billion by 2015.

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