REPLY: Data-driven FMCG Impact Analysis (COVID-19)

Reply leverages Data and Analytics to gain insights into the development of the Coronavirus pandemic and how it impacts society, consumers and industries. Using the Quentin Search Data tool developed by TD Reply, which aggregates data from Google Trends and Google Ads, this report provides an Industry Impact Analysis on the fast-moving consumer goods (FMCG) sector.

FMCG Industry: In-Depth Impact Analysis

Since the lockdown, consumers have been heavily stocking up on basic FMCG and home luxury goods in all monitored markets. It’s noticeable that retailers with strong digital capabilities are experiencing a growth (having delivery slots booked for months in advance), while the retailers with weaker e-commerce offerings are losing consumer interest.

At the same time, it’s important for FMCG brands to hit the right communication tone and not to risk having their campaigns considered inappropriate. Data shows that only brands with purpose-driven advertising and social support seem to be successful.

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