Discover 2021's Most-Chosen Brands Online

Four brands get 10% of their total CRPs (consumer reach points) from ecommerce – with L’Oréal Paris leading the way.
31 May 2022
benjamin cawthray

Global Thought Leadership Director

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Ecommerce is still the strongest performing channel globally, with four in 10 households now purchasing FMCG online. But which brands are best-in-class? And what does the future look like?

As shown in Worldpanel’s Brand Footprint 2022 report, FMCG spend has grown by 33% in the last decade. The industry has demonstrated incredible resilience and consistency year after year, within a dramatically changeable consumer landscape.

The online channel grew 18 times faster than the industry baseline during that period – increasing its value share of the overall FMCG market by 6% to 7.2%. We expect this trajectory to continue through 2022 and beyond.


Source: Worldpanel Division, Kantar, GfK, Intage | Omnichannel 2022

This rapid expansion is mirrored at brand level, with 18 of the most-chosen brands online seeing double-digit growth.

Four brands get more than 10% of their consumer reach points (CRPs) from online shopping. Leading the way is L’Oréal Paris, with 18% of its CRPs coming from online purchases – and 50% of the brand’s sales expected to come from ecommerce by 2023.

A big part of this success is due to the brand’s performance in Mainland China, which represents 82% of all its online CRPs. In this market, it has grown its footprint through digital try-ons, building an ecosystem of advocates and social sellers, and offering highly targeted products to appeal to all customers.

Access our Top 20 Most Chosen Global FMCG Brands Online report and ranking to discover the brands that more shoppers buy online, more often.

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