The CPG Online Report

The

CPG Online ReportTM

May 2002



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The CPG Online Report

Table of Contents 3

Methodology

5

The eMarketer Difference

6

The Benefits of eMarketer's Aggregation Approach

7

"Benchmarking" and Projections

7

I E-Business and the CPG Industry

9

A. Introduction

10

B. B2B E-Commerce Activity

11

C. E-Business Strategy and Spending

20

D. Public and Private B2B Exchange Initiatives

31

II CPG Companies and Online Advertising

37

III CPG Companies and B2C E-Commerce

49

A. Introduction

50

B. Website Capabilities of CPG Manufacturers

51

C. Consumer Shopping Patterns

58

Index of Charts

69

3

?2002 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission.

Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information.

The CPG Online Report

May 2002

Welcome to eMarketer

Steve Butler Senior Analyst, eMarketer sbutler@

eMarketer, inc. 821 Broadway New York, NY 10003 T: 212.677.6300 F: 212.777.1172

Dear Reader:

Welcome to eMarketer's coverage of the state of e-business in the consumer packaged goods industry. This report considers how CPG manufacturers have been affected by the internet so far, and examines the leading trends that are shaping the way in which CPG firms will use the internet in the future.

The report is broken down into three primary sections that look at how the internet is impacting CPG companies in the following areas of their operations:

s CPG firms and their trading partners s CPG firms and online advertising s CPG firms and online consumers

eMarketer's CPG Online ReportTM will provide CPG companies with a sense of how their e-business strategies compare with those of their industry counterparts. This study includes several benchmark examples of e-business success stories, along with perspectives from other leading industries as well.

This report will also be relevant to those companies that work closely with the CPG industry, such as wholesale/distributors, retailers, advertising agencies, consultants, and technology vendors.

If you have any questions or comments concerning eMarketer or any of the material in this report, please call, fax or e-mail us.

Steve Butler Senior Analyst

Written by Steve Butler

Also contributing to this report: Yael Marmon, researcher Andrew Raff, researcher Tracy Tang, researcher Allison Smith, senior editor Dana Hill, production artist

Reuse of information in this document, without prior authorization, is prohibited. If you would like to license this report for your organization, please contact David Iankelevich at diankelevich@, or 212.763.6037.

4

?2002 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission.

Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information.

The CPG Online Report

Methodology

5

The eMarketer Difference

6

The Benefits of eMarketer's Aggregation Approach

7

"Benchmarking" and Projections

7

I

E-Business and the CPG Industry

9

II

CPG Companies and Online Advertising

37

III

CPG Companies and B2C E-Commerce

49

Index of Charts

69

5

?2002 eMarketer, Inc. Reproduction of information sourced as eMarketer is prohibited without prior, written permission.

Note: all data in this report (other than that sourced as eMarketer) was obtained from published, publicly available information.

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