IRi-2018年第四季度电子商务消费者报告（英文）-2019.2-22页_961kb

Consumer Connect Q4 2018 Summary

Core Content

The Consumer Connect Q4 2018 report highlights the interplay between consumer confidence, financial health, and the growth of e-commerce in the CPG (Consumer Packaged Goods) and healthcare sectors. It underscores how online shopping is becoming a significant part of the retail landscape, driven by convenience, price comparison, and the availability of free or fast shipping.

Main Points

Consumer Confidence and Financial Health

• Consumer confidence remains favorable, but 30% of respondents still report financial difficulties.
• Gen Xers and Millennials are most likely to struggle with affording groceries.
• 55% of total respondents report their households are in good financial shape, an increase of 4 percentage points from Q3 2018.

E-Commerce Growth

• E-commerce sales are a key driver of omni-channel growth, representing 64% of total omni-channel growth.
• E-commerce CPG sales reached $58.9 billion in 52 weeks ending December 30, 2018, a 35.4% increase from the previous year.
• Non-food items such as vitamins, pet supplies, and skincare products dominate online purchases.

Top E-Commerce Categories

• Vitamins ($7,410.1 million) and Pet Supplies ($5,652.7 million) are the top-selling categories.
• Other top categories include Pet Food, Skin Care, Coffee, and Weight Control products.

E-Commerce Growth by Category

• Gastrointestinal—Liquid, Hot Cereal, and Adult Incontinence showed the highest growth rates, with increases of 310%, 151%, and 84% respectively.
• These categories represent significant opportunities for retailers looking to expand their online presence.

Channel Breakdown

• Pure-play retailers (e.g., Amazon) account for more than 50% of online CPG sales.
• Traditional brick-and-mortar retailers (e.g., Walmart, Kroger) are also investing heavily in their online offerings and are gaining market share.
• Online multi-category retailers make up 55% of total e-commerce sales, while B&M multi-category retailers account for 19%.

Fulfillment Preferences

• Online shopping is evenly split between click & collect and delivery fulfillment methods.
• Edible categories (e.g., groceries) tend to favor delivery/ship, while non-edible categories (e.g., personal care) prefer click & collect.

Social Media Influence

• Social media reviews and opinions are increasingly influencing consumers' purchasing decisions.
• This is particularly true for Millennials and Gen Xers, who are more likely to rely on online sources for recommendations.

Shopping Drivers

• Convenience and choice are key drivers for online grocery shopping.
• Price comparison and coupon downloads are top money-saving strategies, especially among budget-conscious shoppers.

Impulse Purchases

• 50% of consumers report they are less likely to make impulse purchases online, with the highest rates among high-income groups and Millennials.

Future Outlook

• More grocery spending is expected to move online in 2019.
• Traditional retailers are investing in mobile interfaces, payments, and endless aisle assortment to enhance the online shopping experience.

Key Information

• E-commerce is growing rapidly, especially in the non-food segment.
• Consumer confidence is strong, but financial strain persists for a portion of the population.
• Millennials and Gen Xers are more likely to use online shopping to save money and avoid impulse buying.
• Brick-and-mortar retailers are adapting to the digital shift by improving both online and in-store experiences.
• Social media plays a critical role in shaping consumer behavior and purchase decisions.

Conclusion

The Q4 2018 report highlights the positive trajectory of e-commerce and its increasing importance in the CPG and healthcare sectors. While consumer confidence is strong, financial health remains a concern for some. Retailers must continue to invest in technology and enhance customer experience both online and in-store to stay competitive in the evolving retail landscape.