The online channel has grown 18 times faster than the FMCG industry baseline over the last decade – increasing its share of market value 6% to reach 7.2% in 2021, up from 1.3% in 2012.

We forecast a further 0.5% gain in value during 2022, with ecommerce reaching 7.7% of total global FMCG spend by the end of the year – and rising to a more than 9% share in the next four years.

This rapid expansion is mirrored at brand level. All 20 of the most chosen brands online grew within the channel, with 18 seeing double-digit growth. Across all these brands, online growth was stronger than offline performance.