Share of Online FMCG Sales.

Online is no longer simply another FMCG sales channel, but its role varies sharply by category.

Pet care has the highest share of online sales at 32%. Purchases are regular, packages heavy, and shoppers usually know the product in advance.

Consumer health follows at 25%, with beauty and personal care at 24%. Online enables wider choice, price comparisons, reviews, and repeat orders.

The online share reaches 19% in tissue and hygiene and 17% in home care. Everyday food categories are moving online far more slowly: hot drinks account for 12%, cooking ingredients and meals for 11%, while snacks and dairy products stand at 8% each.

Staple foods, alcoholic drinks, and soft drinks still remain at 7%.

For brands, this means a single e-commerce strategy across all FMCG categories is unlikely to work.

Online performs best where planned purchasing, repeatability, and delivery convenience matter. Categories driven by freshness, impulse, or immediate consumption still depend heavily on the physical shelf.

What must change before the everyday grocery basket moves online at scale?

Data processed by Media Systems