Online doubled its rate of growth in 2020, attracting an additional 67 million households to the channel. But how did this impact brand performance?
Shoppers turn to the most prominent brands when online
Unsurprisingly, the most chosen brands online all grew—with an average growth rate of +39%. And for the Top 10, this growth jumps to +48%, which is even more impressive given it came from a larger base.
The average online penetration gain was +0.7 penetration points, with a high of +1.4 for Coca-Cola—moving the brand from the joint-second to the number one most penetrated online brand.
The importance of online for brand choice
With the channel performing so strongly, we wanted to expand the scope of this year's online brand ranking to include markets from Latin America and South-East Asia.
Within this expanded scope, online has 5.4% of CRPs amongst the Top 20. In Asia and Europe, this jumps to 8.1% for both regions, whilst in Latin America it is just 0.4%.
However, these markets are still crucial for online brand choice. Returning to Coca-Cola as an example, Latin America's share of CRP jumps to 6.7%.
The Top 20 Most Chosen Global FMCG Brands Online 2020
Markets included: Argentina, Bolivia, Brazil, Central America, Chile, Chinese Mainland, Colombia, France, GB, Greece, Indonesia, Ireland, Malaysia, Mexico, Peru, Philippines, Portugal, South Korea, Spain, Taiwan, Thailand, Vietnam
For more information on the Online rankings in your region or market, please get in touch with your usual client service contacts or fill in the form. Rankings available for Argentina, Brazil, Chinese Mainland, France, GB, Ireland, Malaysia, Portugal, South Korea, Spain, Taiwan, Thailand, Vietnam Prices start from $3,000
