While books still leads the pack for incidence (52%) of "categories purchased online in past 6 months," Baby supplies is not far behind at 50%. Our latest Quant. shopper study shows strong incidence ratings for an array of CPG categories.
This is a strong indicator of a new generation of new Moms migrating online, driven by convenience. We are seeing the tipping point for Petcare, Personal Care, food and other HH items as well. Much of this is being driven by Amazon, but will only continue to grow as multi-channel retailers increase their focus on online CPG sales.
Now is the time to drive brand visibility, availability and loyalty as penetration and habitation grows.
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