We have been predicting that FMCG is one of the last bastions of adoption of e-commerce. Unfortunately for us, it has taken a lot longer than first predicted (it always does!).

The onset of Covid-19 has been a catalyst like no other to change consumption habits of consumers from in store to in home. Every niche area of grocery that has an element of D2C has seen significant growth over the last few months.

This acceleration of adoption has been driven by mass sampling of FMCG brands in home during the lockdown which has suggested that standing in a line outside a supermarket is no longer much fun.

E-commerce has driven this change and as we have seen from recent research in China the adoption has stuck post the lockdown.

I expect this in turn will happen in Europe and we will see a shift like no other into D2C for FMCG brands.

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