The report states that online portals are the fastest growing channels for groceries with Kantar's latest figures for the global fast-moving consumer goods (FMCG) market as a whole showing that online sales grew 30% in the 12 months to March 2017, double the figure for the previous year, compared with just 1.3% growth in all FMCG channels. "It's about how online and offline together can create both a better customer experience and better efficiency for the entire supply chain," says Stéphane Roger, Global Director of Shopper and Retail at Kantar.

Retail giants such as Walmart have acquired e-commerce companies such as Jet.com and made significant investments in IT to raise its capabilities and meet consumer demand. Meanwhile, Amazon spent $13.7bn to buy Whole Foods, not only to establish a physical consumer-facing presence, but also to turn its stores into a network of hubs close to urban consumers. The company is now rolling out free two-hour delivery from the grocery chain to Prime subscribers in various US cities, increasing pressure on traditional retailers to look for ways to promptly and profitably deliver their own fresh food and pantry items.

John Carroll, Vice President and General Manager E-commerce at The Coca-Cola Company said: "This is, without a doubt, the greatest retail revolution we've seen over the last 50 years. The brick-and-mortar world and the online world are merging. And it's all being driven by how and where people are shopping.”

The way consumers receive, experience and react to products is creating a new circular model as there are more ways to buy and more places to get information from than ever before. The report says: “Given the amount of information consumers are exposed to online, brands need to work harder than ever to capture attention and get their message across. Arresting and, crucially, simple messaging is vital, particularly as mobile is increasingly the device of choice. Hence Facebook now talks about "the three-second audition" and "thumb-stopping content."

Online shopping drastically reduces the visual real estate for products, especially on mobile. So it's important to ensure that items are instantly recognisable, as well as having clear copy, especially in categories such as baby food where nutrition and ingredient information is paramount.

Harry Walker, Head of Industry - Retail at Google said: "Consumers are increasingly starting their grocery shopping journey without a destination - the starting point is the product."

Google has seen a strong rise in searches for the term "best" in relation to products, even for traditionally low consideration items such as toothbrushes (up 100% in two years), deodorants (up 180%) or olive oils (up 110%). Brands still dominate search terms over generic products today (70% versus 30%) - but growth is overwhelmingly stronger for generics than brands (81% versus 2%).

The packaging of a product is a crucial aspect of the consumer experience. The report states that in a survey of US consumer packaged goods (CPG) companies last year, 95% agreed that "bad" packaging (defined as a package that's hard to open, unattractive, or results in damage including breaks or leaks) can have a negative impact on an online customer experience. Moreover, 71% said it can ruin an otherwise positive online purchase experience. However, 97% agreed that a "good" packaging experience can have a positive impact, with 70% saying packaging can even create a memorable experience. Crucially, 86% say improved e-commerce packaging is the responsibility of the brand, not the e-retailer. Secondary packaging is also a key issue today, while personalisation and custom unboxing experiences tipped as trends for the future.

As communication between the consumer and the brand becomes more instant, connected customers are increasingly sharing opinions and experiences of food and beverage brands online. The report states that 68% of consumers globally (and 90% in China) write reviews at least monthly, with 57% doing so weekly, whilst 72% globally post images/comments on food and beverages monthly - rising to 93% in China, led by commenting on or reviewing a product (68%) and showing something new (60%). Moreover, 49% of CPG users say their e-commerce customers are not only sharing their experiences with online purchases online, they are including photos and commentary about packaging on social media, making packaging, both good and bad, more visible than ever before.