Online FMCG Market Nearly Doubled In 2019

According to Nielsen Russia data on FMCG e-commerce segment growth in 2019, the volume of sales in monetary terms almost doubled in 2019.

Like most markets, Russia is seeing a great shift to online versus the traditional brick-and-mortar shops, which by comparison saw growth almost stagnate at 4%.

As accessibility is increasing, the idea of shopping online, in general, is increasing in Russia with data showing that 90% of internet users have made at least one purchase from an online vendor in the past two years.

With digital growth more appealing, FMCG vendors are moving over to the online space early to capitalize on the early trends.

Data from Nielsen Russia also indicates online users are willing to pay more, can be more sensitive and influenced by personalized offers and experiences, and have the expectation of delivery times to become shorter.

The Top FMCG product Categories In Russia

  • Diapers
  • Pet Food
  • Water
  • Coffee
  • Laundry Detergent
  • Toiletries (Shampoo, Toothpaste)
  • Chocolate Products
  • Soda & Beverages
  • Pasteurized Milk
  • “Snack” Foods


Dan Taylor
Dan Taylor is an experienced SEO consultant and has worked with brands and companies on optimizing for Russia (and Yandex) for a number of years. Winner of the inaugural 2018 TechSEO Boost competition, webmaster at and Sloth.Cloud, and founder of