Coronavirus has resulted in a shift in shopping behaviour, with many more consumers now heading online for groceries, as well as bulk-buying food and household items.
As a result of this, it’s been predicted that ecommerce will continue to grow for this sector even after Covid-19 subsides, which in turn could mean new digital opportunities for FMCG brands.
One such opportunity could be direct-to-consumer, with some brands seeing a boost in DTC sales since the coronavirus hit, and others now investing in the channel.
Indeed, some of the biggest FMCG companies already operate direct to consumer. Last year, to give just one example, saw Nestle launch a DTC website for its KitKat Chocolatory, allowing consumers to purchase luxury versions of the confectionary directly from a bespoke website. Nespresso is another FMCG brand that has found huge success with the channel, selling its coffee capsules on a branded website as well as through its partnership with Amazon, and of course through its brick and mortar stores.
But for new FMCG brands, or those entering into DTC on the back of coronavirus - is it a smart move? Or, will consumer interest in buying certain products direct die down when things return to normal? Here’s a look at four current challenges facing FMCG brands going direct to consumer.