In 2020, around 43 percent of online revenues from FMCG products came from shoppers from small to medium-sized towns with a population of between 5,000 and 99,999 inhabitants. When it came to shopping in brick-and-mortar stores, the share of consumers from small to medium-sized towns in Germany was 55 percent.
Urban consumers liked to purchase FMCG products online with 20 percent and 27 percent of online sales coming from shoppers living in big cities and metropolises. Compared to this, their share in brick-and-mortar FMCG sales was only 15 percent and 16 percent, respectively.
Revenue share of FMCG products in Germany in 2020, by distribution channel and population size of settlement
Characteristic
Village (up to 1,999 residents)
Rural municipality (2,000 to 4,999 residents)
Small/medium-sized town (5,000 to 99,999 residents)
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GfK. (June 1, 2021). Revenue share of FMCG products in Germany in 2020, by distribution channel and population size of settlement [Graph]. In Statista. Retrieved January 08, 2025, from https://www.statista.com/statistics/1312056/fmcg-products-revenue-share-by-residence-and-distribution-channel-germany/
GfK. "Revenue share of FMCG products in Germany in 2020, by distribution channel and population size of settlement." Chart. June 1, 2021. Statista. Accessed January 08, 2025. https://www.statista.com/statistics/1312056/fmcg-products-revenue-share-by-residence-and-distribution-channel-germany/
GfK. (2021). Revenue share of FMCG products in Germany in 2020, by distribution channel and population size of settlement. Statista. Statista Inc.. Accessed: January 08, 2025. https://www.statista.com/statistics/1312056/fmcg-products-revenue-share-by-residence-and-distribution-channel-germany/
GfK. "Revenue Share of Fmcg Products in Germany in 2020, by Distribution Channel and Population Size of Settlement." Statista, Statista Inc., 1 Jun 2021, https://www.statista.com/statistics/1312056/fmcg-products-revenue-share-by-residence-and-distribution-channel-germany/
GfK, Revenue share of FMCG products in Germany in 2020, by distribution channel and population size of settlement Statista, https://www.statista.com/statistics/1312056/fmcg-products-revenue-share-by-residence-and-distribution-channel-germany/ (last visited January 08, 2025)
Revenue share of FMCG products in Germany in 2020, by distribution channel and population size of settlement [Graph], GfK, June 1, 2021. [Online]. Available: https://www.statista.com/statistics/1312056/fmcg-products-revenue-share-by-residence-and-distribution-channel-germany/
