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Feb, 2020     

Understanding the opportunities in online market for FMCG products to help a confectionary player refine their online strategy

Assessment of market dynamics of key online grocery platforms such as Bigbasket, Grofers, Amazon Pantry and Flipkart to assess the growth potential of overall online grocery and online potential of key impulse and non-impulse food categories


The objective of the study was to explore the dynamics, potential and growth for select impulse and non-impulse food category and impulse category in non-food segment on the online channel to gauge the addressable potential

Business Objective-

1. To assess the penetration of key impulse and non-impulse food categories on online grocery platforms
2. To assess the sales of key impulse categories in non-food segment across online platforms

Key Steps-

1. Assessment of the overall online grocery market basis RedSeer BoK
2. Assessment of Online Potential of Impulse and Non-Impulse Food & Beverage Category across key online grocery platforms such as Bigbasket, Grofers, Amazon Pantry and Flipkart basis expert interactions across platforms and key brands in each categories
3. Assessment of market dynamics of key online grocery platforms such as Bigbasket, Grofers, Amazon Pantry and Flipkart to assess the growth potential of overall online grocery and online potential of key impulse and non-impulse food categories
4. Assessment of market potential of impulse categories (other than food & beverage) which have witnessed good traction on online channels to understand the growth strategy of leading brands in these categories and to take learnings from these case studies for brands in food categories