Online Grocery Shopping

FMCG brands have a unique opportunity to build stronger digital presence by prioritising high-quality product imagery, and investing in packaging that commands attention both online and in-store. Leveraging consumer data to tailor promotions and personalising offers are additional tactics to drive loyalty.

The pandemic fundamentally transformed how consumers purchase groceries. What began as a necessity during lockdowns has evolved into a permanent shift in shopping behavior. Before COVID-19, approximately one-third of consumers bought groceries online, but they were significantly outnumbered by in-store shoppers worldwide.

The unprecedented demand caught many grocers unprepared, leading to accelerated investment in online services and home delivery infrastructure. Since late 2019, the gap between online and in-store grocery shopping has steadily narrowed, with Australian data showing consistent growth from 13.7% in Q1 2021 to 24% by Q4 2022. This transformation highlights the importance of strategic brand positioning in an increasingly digital marketplace.

For FMCG brands and retail businesses, adapting to these changing consumer preferences requires both innovative design thinking and data-driven marketing strategies. The most successful retailers are embracing digital transformation while maintaining the human element that shoppers still value in their brand experience.

Explore more of our work by viewing our full collection of FMCG branding and packaging case studies here.