El documento presenta información sobre el contexto macroeconómico y las proyecciones de crecimiento para Chile, con expectativas más optimistas para los próximos años. También analiza el envejecimiento de la población chilena y las oportunidades que esto genera para el consumo. Finalmente, revisa datos sobre el crecimiento del comercio electrónico en Chile y las categorías que más están creciendo en la venta online.
Y otro factor clave en todo el mundo es el tráfico…
A nivel mundial, las personas hacen diariamente 69 min de viaje, mientras en Brasil son 77 min y medida que nos adentramos en las grandes ciudades ese tiempo se incrementa sustancialmente.
Con más tiempo "en la calle", los consumidores tienen menos tiempo en casa para cocinar y limpiar, y las comidas a menudo se consumen sobre la marcha. Las opciones de consumo y de compra, deben evolucionar para adaptarse a sus vidas más ocupadas, abriendo oportunidades para que los fabricantes y minoristas consideren más productos para el hogar con usos múltiples, comidas listas para llevar en zonas de tránsito y transporte, así como oportunidades de comercio electrónico para las compras diarias .
Chilenos con PIB per cápita alto y creciendo
Aumenta la importancia de la clase Media
Envejecimiento de la población
Conectado, Informado y opinando en redes sociales
Población urbana y concentrada
Mayor inclusion laboral de las mujeres
Aumento de inmigrantes en Chile
So let’s start by looking at some numbers around how big E-Commerce is getting,
Digital shopping is finally starting to mature in the grocery industry, it is big trigger to change consumer habit globally to adopt eCommerce
South Korea is the leading the way, already 20% of sales comes from eCommerce, China is the largest market and innovation market for eCommerce, already online shopper in china is bigger than total population of Europe. US, UK, France some developed market eCom growing with declining offline store,
SEA, LatAm, still emerging countries where under 5% eCom contribution but every year more than 40% growth and create new market with driving new consumption
Let’s take a closer look at just how big e-commerce is getting, and how it’s revolutionizing personalization.
Digital shopping is finally starting to mature in the grocery industry, with online spending accounting for 6-7% of global FMCG sales.
As we previously touched on, South Korea is leading the way, with 1 out of every 5 FMCG dollars spent online.
China is another hotbed of e-commerce innovation, with more people online than the entire population of Europe.
France, the U.K., the U.S. and Australia are all seeing fast growth in FMCG e-commerce, though they still have a way to go to catch up to China and South Korea.
As e-commerce adoption grows, so does our ability to personalize offers, assortment and content based on better customer data and more fluid store fronts.
Why Today is so relevant for the total E-Commerce world to start talking & taking action on FMCG E-Commerce for (Fast Moving Consumer Goods)?
While Fashion, Music/Books, Electronics, Tech, Services (Travell, Tickets) keeps leading on E-commerce.
Since 2016 FMCG segments have been growing the most.
Globally shoppers have already, and they continue choosing Digital channels for diverse products & Services.
Comparing 2016 vs 2018 shoppers keep showing interest in using, and increase usage, of digital platforms for all segment
all categories show a positive shift ,
Avg Grwoth + 7%
FMCG categories showing above avg growth, with Fresh groceries growing +15%
With 40-30 of shoppers doing on line purchases for PC items…yes +30% of Latam shoppers are purchasing PC items on Digital
So How big and how much is growing FMCG Retail E-commerce in Argentina?
Here is Nielsen E-commerce index. Identical to what Manufacturers and retailers for years have been receiving for Off Line sales, now on Digital.
Scantrack data of e-commerce for these set of FMCG Retailers.
Lets first look into ACV (All Comodity volume) for these reatilers
A consistent growth, and starting to gain relevance:
- already surpassing 1% of sales/ relevance avg
Impressive growth ratio + 100% clearly above inflation
Growth beating every single months and event year over year….
E-commerce events impresive, but off event calendar also grows…
And this is spectacular considering the he set of retailers.
Only 2 out of these set of retailers have full coverage (total National and all Categories)
- Some have only limited geographical coverage Only 1 main city
- A few others only have currently available on digital platform Non Food items
Events are relevant, in spite of the picks, they keep growing….Hot sales 2018 + 140% vs 2017
So what is been purchase within these retailers….
Non Food is relevant but in events…
FMCG accounts for over 70% of sales, and outside 2 key events, reaching 80%
Keep in mind ….Impressive more over knowing that some players do not have full FMCG e-commerce capacity yet
Another way of grouping cateogories Eddible vs non Edible…here are the top 15 Cateogries out of 200+ Categories we have…
In Argentina Shoppers are starting into Digital FMCG via Edible categories over Non Edible…
Different E-commerce platform/ solutions, drive different patterns…
France: More click and collect articulated around actual stores….drive more Edible profile….
Chine: More full Digital market place with shipping more Non Eddible…
For Argentina a big opportunity to start pushing more strongly on Non Edible link back into its current Edible profile. Except for Dippers & Paper way to go for other PC & HHC items…
And what about Actual Items Brands? Lets change of category….lets see how Digital impacts our Washing Machines….
We have Powder and Liquid. Been Powder more economic out of pocket.
Off line Liquid is 68% vs 32% of Powder…but
Online liquid is 80% vs 20
But more important wihtin Liquids, for online:
Much more driven towards 3L
Brands A (sckip- Ariel)
Top 5 rank is overall similar….but after Rank 5….things change
off line Brands B (drive) and 800 cc size
vs more Brand A and 3 Ltrs in Online….
Bigger size/ more premium….but effective deal promo can drive this shoppers out of shelfs for more time for our brands vs Off line.