Top FMCG Categories by Share of Wallet, Retailer Shoppers

Amazon shoppers are turning to the eCom giant for household and health & beauty categories that are frequently repurchased.
Walmart.ca is capturing a greater share of Walmart.ca shoppers’ household, frozen, and shelf-stable food spend.

Top FMCG Categories by Share of Wallet Growth vs. YA, Online Retailer Shoppers

Amazon is capturing an increasing share of its shoppers’ household and pet purchases vs. YA.
On the other hand, Walmart.ca is winning a greater share in the categories that already overperform on Walmart.ca.

Top FMCG Categories by % of Online Retailer Shoppers Purchased

Almost 1 in 4 Amazon shoppers have purchased a face care product on Amazon.ca.
Walmart.ca shoppers are most likely to have purchased fruits, vegetables, or dairy products.

Top FMCG Categories by % of Online Retailer Shoppers Purchased vs. YA

More Amazon shoppers have turned to Amazon for pain relievers and cold, cough & flu medication amidst the North American pediatric medication shortage.
Walmart is maintaining online gains in vegetables, fruits, and milk, cream & milk substitutes.

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