The consequences of COVID-19: the crisis in Russia will last 1.5 years

This is the opinion of respondents as part of a Nielsen study in Russia in March Svetlana Bobrova, Head of Business Development at Nielsen Russia, shared with these participants and other relevant data at the webinar “The Impact of COVID-19 on the FMCG Industry and the Consumer”.

The Impact of COVID-19 on the FMCG Industry and the Consumer

vetlana analyzed the main changes in the market and consumer behavior. So, comparing all retail formats, Nielsen notes that growth remains higher than pre-crisis, only in supermarkets. A decrease in sales occurs in the categories of snack foods, which determine the office lifestyle, while the development of “home” categories, the sales of impulse and cash goods, as well as products that are traditionally purchased for hosting guests, decrease.

The development of online sales channels is of great importance today. Most FMCG companies and retailers are still at an average level of digitalization, but invest in it. If in 2019, among the main areas of digitalization, 55% of companies considered digitalization, today today this figure reaches 85%.

As a growth point for FMCG, new consumption situations may become. “Offer customers pamper themselves at home, having parties online and using new recipes with your products,” advises Svetlana.

In addition, from the point of view of the assortment, it is necessary to pay attention to the larger packaging size, trade promotion to attract attention to the category and to jointly display and sell the categories. Connect the creative, master online channels and do not slow down the activity, refusing to introduce new products, the speaker said.