Rapidly changing customer needs are forcing food retailers across Europe to adapt continuously. The focus is on the growth of e-commerce, the transformation of large retail spaces and, in particular, the race of discounters.
As manufacturers and retailers seek to capitalize on the opportunity of e-commerce, they need to understand consumers’ online usage, behaviour and habits, as well as what’s driving e-commerce adoption.
As the e-commerce channel expands, the future success of brands will be significantly affected by how successful they are online. As increasingly time poor consumers seek convenience and on-the-go purchases, online sales of FMCG will gain more importance.