E-Commerce and Convenience: A Look at How New Zealand’s FMCG Market is Changing
There’s no mistaking the impact that e-commerce is having on shopping behavior. And the impact is spreading. In 2017, New Zealanders spent approximately $10 billion buying products online, an increase of 9%. And while we’ve been tracking online purchasing across specific categories for some time, we’re starting to see this take shape in the fast-moving consumer goods (FMCG) sector.
Online grocery, which currently accounts for 3%-4% of total grocery sales in New Zealand, continues to drive growth, and we expect that growth to accelerate in 2019 as retailers meet rising consumer demand with the continued rollout of their e-commerce programmes.
Many shoppers are growing more comfortable with buying online, particularly with respect to previous barriers to adoption: they trust that they’re purchasing genuine products, using secure payment methods, that their purchases will arrive safely, and that their items will arrive on time and in good condition. Within the broader FMCG sector, we’ve seen an increase in shoppers’ likelihood to buy packaged groceries, household cleaning products and paper products, and wine and alcoholic beverages online compared with last year. Nielsen – Read more…