Nielsen research shows that consumers spent $12 billion buying CPG products online last year, an amount that comprised 2% of sales. That number is expected to grow to $25 billion by 2015.
Nielsen analysts say that the Gen Y group will be particularly important to CPG companies. These consumers are accustomed to purchasing everything online. But marketers will need to adjust their promotional tone to increase sales and make personal connections with consumers.
Currently, the average online purchase for food and beverages is $80 which compares to $30 offline. To grow sales, marketers also need to know:
- The online shopping experience is more needs-driven which may reduce the chances to make a last-minute emotional sell.
- Big brands may not have a big online advantage as consumers can easily use search to find the niche products they’re seeking.
- Promotions should be interactive and make use of social media and smartphone apps to appeal to younger consumers who favor the online channel.