The turnover of the entire FMCG goods online trading market almost doubled over the year – up to 27.7 billion rubles. Sales of a number of FMCG categories of goods, such as coffee and animal feed, have increased by more than 120% online since the beginning of the year, while in normal retail the pace has been either zero, according to a Nielsen study.
From October 2018 to September 2019, online sales of various types of coffee, shampoos and cat food in monetary terms increased by 125%, 103% and 122%, while in offline points, the dynamics were 0%, 2% and 9%, respectively. A similar situation is observed in other categories. So, sales of laundry detergents via the Internet grew by 82%, while in stationery stores they showed zero dynamics. Demand for dog food in the online segment increased by 96% and 11% in regular retail, for water – by 33% and 6%, for milk – by 32% and 6%, respectively. Sales of diapers over the Internet grew by 87%, while in ordinary stores fell by 7% YoY.
Alexander Shurkaev, head of a measurement at Nielsen Online Trading, notes that the FMCG online segment is growing at an average of 50% YoY, with the average check there being higher than in a traditional store. According to Infoline Analytics, the main players in the food delivery segment in 2018 were Utkonos, Ozon online hypermarket and O'Key online store. The Perekrestok.ru store (part of the X5 Retail Group) showed serious dynamics, the turnover of which grew six times, to 1.3 billion rubles. The average order in Perekrestok.ru consists of 25-30 items with a total weight of up to 30 kg. It includes household chemicals, water bottles, diapers, toilet paper, as well as milk, gastronomy, fresh meat, vegetables, etc., are listed in the company.
Irina Bolotova, a consultant at JosDeVries The Retail Company, is confident that retailers will begin to gradually optimize the most growing online categories on shelves: allocate less space in stores and in less profitable places. Although the minimum set of FMCG goods, including animal feed, will remain at the points near the house, she notes.
Earlier, Sberbank launched SberMarket. Now he works in 31 cities of Russia. In Moscow, through the service, you can order delivery from Metro Cash & Carry, Auchan and the Alphabet of Taste. In SberMarket, the cost of goods will be the same as in the store, delivery time will be from two hours. The services cost from 98 rubles.