Online FMCG market in Russia nearly doubled in 2019

Online sales of top FMCG categories in Russia grow as offline sales stagnate

According to Nielsen Russia data on FMCG e-commerce segment growth in 2019, the volume of sales in monetary terms grew more than twofold. At the same time, offline FMCG segment growth is at a paltry 4%.

Top FMCG product categories in Russia

  • diapers
  • cat food
  • dog food
  • water
  • coffee
  • laundry detergent in powdered form
  • shampoo
  • toothpaste
  • chocolate bars
  • soda
  • pasteurized milk
  • snacks


Online shopping is becoming increasingly popular in Russia: 90% of internet users have made at least one purchase online in the last couple of years.

As a result, FMCG purchases are shifting to the online sphere, leading to double-digit growth for online categories with stagnating or barely growing offline sales. For comparison: coffee, shampoo and cat food sales online grew by 125%, 103%, and 122%, respectively, while offline in retail stores the growth was at 0%, 2% and 9%, respectively.

The same results can be seen across other popular FMCG categories:

  • water (33% growth online, 6% growth offline)
  • milk (32% growth online, 6% growth offline)
  • laundry detergent (82% growth online, 0% growth offline)
  • diapers (87% growth online, 7% decline offline), and
  • dog food (96% growth online, 11% growth offline)


According to Aleksandr Shurkaev, the head of the online sales tracking department at Nielsen Russia, the FMCG online market is different from its offline counterpart. Online buyers are willing to pay more, are sensitive to personalized offers and expect delivery times to decrease even further. With further infrastructure development it is not unreasonable to expect the segment to experience a period of explosive growth.

Online sales share for top FMCG products in Russia:

  • Diapers: 7% in 2018, 12% in 2019
  • Dog food: 3.2% in 2018, 5.6% in 2019
  • Laundry detergent: 0.6% in 2018, 1.1% in 2019
  • Shampoo: 0.5% in 2018, 1% in 2019
  • Coffee: 0.3% in 2018, 0.7% in 2019


The share of online sales for laundry detergent, chocolate bars, and toothpaste grew by more than 1.5 times; for sales of coffee, shampoo and cat food the share of online sales more than doubled.

A survey conducted by Nielsen shows that 19% of the respondents bought products for kids online, 13% bought pet products and 9% bought cleaning products. Despite the fact that the online FMCG sector is relatively small, 13% of diaper sales and 6% of all dog food sales are made online.

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