Even though 98% of household care items sales happen offline, it doesn’t mean digital is moot. Online influence has a huge impact on sales (Procter & Gamble says half of its sales are influenced by digital) and brands are taking notice. CPG brands are the second largest buyer of programmatic media and in digital video impressions.
But digital competence in the Home Care category does not end with online ads. The U.S. online grocery market has doubled since 2009 to $11 billion and smart brands are investing. Strong relationships with online distributors is not only a sound investment in the future, it is an opportunity for brands to surpass their limitations of scale. This is especially useful for smaller brands. Independent company Seventh Generation, for example, is one of the 10 brands in e-merchandising efforts on Amazon maintains high visibility across all e-tailers. And Method owns 40% of Amazon Prime’s dishwashing SKUs. Mid-size brands can also punch above their weight class on e-tailers; Kimberly-Clark and Georgia-Pacific outperform deep-pocketed P&G on Amazon.
For more on the digital competence of 69 brands in the U.S., download a copy of L2’s Digital IQ Index: Home Care.