60% FMCG companies say e-commerce is critical platform for sales

A NielsenIQ study reveals that 60% of FMCG companies prioritize e-commerce as their primary sales channel. Emerging manufacturers are experiencing 1.5 times higher growth in e-commerce than category averages. Convenience stores are also gaining traction, with 48% penetration in India. Companies are adapting to inflation through cost management, diversified distribution, and strategic marketing investments.