潜水简介:
- E-commerce sales for CPG jumped 42% last year, which was faster than the 30% growth rate for e-commerce overall, according to1010Data。
- Amazon drove CPG e-commerce sales, particularly with itsSubscribe and Save feature, which automatically ships out new products after a pre determined time frame. This feature, which grew 200% year over year, accounted for more than 20% of all growth.
- 去年美国电子商务销售方面的顶级食品和饮料类别包括瓶装水，蛋白质粉，成人营养和健康小吃吧。Bai Energy Drinks是2015年CPG电子商务中第二快的品牌，其他十大品牌包括Vega，Orgain和Donut Shop Classics。
Dive Insight:
However, this level of growth comes from a low base figure with less than 10% of total CPG sales coming from e-commerce, and less than 5% for major manufacturers like Unilever, Mondelez, Coca-Cola, and PepsiCo. In September, General Millsreportedthat e-commerce accounted for only 1% to 2% of total sales, though the company expects that figure to rise to 5% to 6% in the next few years.
尽管如此，食品和饮料的电子商务仍在增长。去年，蒙德莱兹做了commitmentto boost its e-commerce business to $1 billion in 2020 and alsodebuted“现在购买”按钮在shoppable广告。斯奈德's-Lance's小棚屋will enable the company to sell more products online. A General Mills execcallede-commerce "mission critical" in an interview with Food Dive last year.
CPG电子商务增长最快的品牌也符合行业趋势，主要制造商已经抓住了。Pepper Snapple博士acquireda minority stake in Bai Brands, maker ofcoffeefruit-infused antioxidant beverages,last year, and WhiteWave Foods purchased plant-based foods maker Vega, which was a contributor to the company's recentrecord-breakingquarter for company sales.
