1010data Releases Industry Report: Consumer Packaged Goods Online Sales Surge 36% and Hit $10 Billion in 2016 Across Key Categories

Health Supplements, Pet Care and Cosmetics Drove the Growth in 2016

NEW YORK–(BUSINESS WIRE)–1010data, Inc., the only integrated platform that combines self-service
data management and analytics at scale with ready-to-use data, today
announced the results of its 2016 Online Consumer Packaged Goods (CPG)
Industry Report. For the first time since 1010data began tracking this
market, online CPG sales across key categories surpassed $10 billion. Of
the CPG categories tracked by 1010data, the largest ones were health
supplements, pet care and cosmetics, each of which generated more than
$1 billion in sales.

Total revenue for key CPG categories in 2016 was $10.4 billion, up from
$7.6 billion in 2015. The 2016 data showed a nearly even split in
revenue between the first and second halves of the year, implying that
consumers are buying CPG products online year-round and not just during
the holiday season. Key findings from 1010data’s report include:

  • Health Supplements Was the Biggest Online CPG Category – With
    $2.6 billion in sales, health supplements represented 25 percent of
    total key CPG category sales and exceeded the size of the next biggest
    category by $1 billion.
  • Pet Care Grew 67 Percent Year Over Year – Pet care was the
    fastest-growing category among categories with at least $500 million
    in sales. Driven by specialty pet care sites with brands like Chewy
    and Drs. Foster & Smith, “natural” products experienced the most
    growth.
  • Laundry & Dish and Cleaners Continued Growing Due to Pantry Box and
    Subscription Models
    – Of categories with less than $500M in sales,
    laundry & dish and cleaners experienced the most growth, because
    pantry box and subscription options from companies like Amazon, Boxed
    and Jet have enabled customers to conveniently order and re-order
    products.

1010data’s report also notes that online CPG sales across key categories
grew twice as fast as total ecommerce sales, which had a 16 percent year
over year growth rate in 2016. Increasingly, more online retailers are
offering two-day shipping and subscription services, which is driving
the acceleration in CPG sales growth.

By analyzing top search terms, 1010data found that most consumers who
buy CPG products online started their search on Amazon. The top search
term on-site across all CPG ecommerce sites was “prime pantry,”
powerfully demonstrating the mass appeal of subscription services online.

“With CPG sales hitting $10 billion in sales online across key
categories, online ecommerce is clearly no longer an afterthought for
brands,” said Jed Alpert, Senior Vice President of Marketing at
1010data. “All CPG brands need to understand how consumers are shopping
in their categories and consider how ecommerce can help deliver a better
experience and complement in-store sales.”

For a free download of the full report, please click
here
.

About the Study

Throughout 2016, 1010data tracked numerous sources of spending data,
representing millions of consumers, to provide an accurate assessment of
online and offline retail sales and market share. 1010data focused its
research on key CPG categories: health supplements, pet care, facial
care, cosmetics, drinks, snacks, baby, hair care, health
over-the-counter (OTC), oral care, cleaners, shaving, hand body, laundry
& dish, and sun care.

About 1010data

Gaining actionable insight requires the best analytical tools and access
to all relevant data. 1010data is a complete solution that provides
both. Ours is the only out-of-the-box, self-service, cross-enterprise
insights platform. More than 850 of the world’s largest companies trust
1010data to manage, share and analyze over 34 trillion rows of data
because of our proven ability to deliver results more quickly, easily
and accurately than any other solution. Please visit www.1010data.com
for more information.

Contacts

for 1010data, Inc.
Gaby Perez-Silva, 714-369-2920
gaby@bospar.com