Slide 1: Driving E-commerce Growth Across EEMEA & India in the Age of Agentic Commerce
Driving E-commerce Growth Across EEMEA & India in the Age of Agentic Commerce © 2026 Nielsen Consumer LLC. All Rights Reserved. 1
Slide 2: Your Speakers Today
Your Speakers Today... Didem Şekerel Erdoğan Turan Konu Ugur Karci Kanaka Bhagwat EEMEA & INDIA E-Commerce Leader EEMEA Retailer Services APP CS Leader & EEMEA Head of Ecommerce & & General Manager, Türkiye E-Commerce Director Thought Leadership Omni India © 2026 Nielsen Consumer LLC. All Rights Res
Slide 3: Agenda
Redefining Commerce in the Agentic AI Era & The Next Wave of AI-Powered Insights by NIQ Didem Şekerel Erdoğan Agenda Navigating the Future of E-Commerce in EEMAI Turan Konu & Uğur Karcı The Future of Commerce in India: From Distribution to Agentic commerce Kanaka Bhagwat © 2026 Nielsen Consumer LLC.
Slide 4: Redefining Commerce in the Agentic AI Era & The Next Wave of AI-Powered Insights
Redefining Commerce in the Agentic AI Era & The Next Wave of AI-Powered Insights by NIQ Didem Şekerel Erdoğan EEMEA & INDIA E-Commerce Leader & General Manager, Türkiye, NIQ © 2026 Nielsen Consumer LLC. All Rights Reserved.
Slide 5: Pillars of AI-Powered Transformation of Commerce
Pillars of AI-Powered Transformation of Commerce Hyper- Agentic Shelf & Agentic Instant & Path to Conversational Personalized Commerce Autonomous Purchase Commerce Ecosystem Fullfilment © 2026 Nielsen Confidential and proprietary © 2026 Consumer LLC. All LLC. Nielsen Consumer RightsAllReserved. Righ
Slide 6: AI is disrupting your world. Soon, it will underpin every decision in commerce
AI is disrupting your world. Retailers Brands Soon, it will underpin every decision in Consumers AI commerce. © 2026 Nielsen Consumer LLC. All Rights Reserved. 6
Slide 7: Focus on consumer moments & signals not channels
Consumer has become fluid across intents and touchpoints… AI agents search creators live commerce RMNs social content marketplaces Focus on consumer moments & signals fulfillment not channels © 2026 Nielsen Consumer LLC. All Rights Reserved. 7
Slide 8: AI Is Becoming the Connective Tissue for Commerce
AI Is Becoming the Connective Tissue for Commerce what consumers want where they want it Demand signals from behavior, search and prefences. AI COMMERCE Real-time intent and timing to match the moment INTELLIGENCE where they want it what influences their decisions how fast they expect it EST.DELIVER
Slide 9: From Search to Purchase Delegation: Agentic AI is transforming shopping behaviour
From Search to Purchase Delegation: Agentic AI is transforming shopping behaviour PC ERA MOBILE ERA AGENTIC ERA SEARCH RECOMMENDATION ACTION PARADIGM PARADIGM PARADIGM PageRank Recommender systems Multi-agent systems Keyword matching emerging since the 1990s AI orchestration Static pages Behavioral
Slide 10: A new way people discover and decide: SEO to GEO
A new way people discover and decide SEO Search Engine Optimization From keywords to conversations GEO Generative Engine Optimization Step 1 Search with a keyword Step 2 Choose from search results Step 1 Ask an initial Step 2 Ask follow-up Step 3 Get curated question questions recommendations Share
Slide 11: How to win in a world where AI changes everything?
Retailers How to win in a Brands world where AI changes everything? AI Consumers © 2026 Nielsen Consumer LLC. All Rights Reserved. 11
Slide 12: For Brands & Retailers: The goals are the same. The opportunity has skyrocketed.
For Brands & Retailers: The goals are the same. The opportunity has skyrocketed. Drive revenue Create efficiency Transform Accelerate decisions, grow faster Shorten cycles, expand capacity Relevant workflows and value $4 trillion $1.5 trillion projected global corporate AI spending in 2026 $140 bill
Slide 13: We have the IP to fuel your AI experience
We have the IP to fuel your AI experience © 2026 Nielsen Consumer LLC. All Rights Reserved. 13
Slide 14: The breadth and depth of NIQ data cannot be recreated by AI
The data layer The breadth and depth of NIQ data cannot be recreated by AI Store Content & Datasets Consumer Content & Datasets Retail measurement across the global commerce footprint Who buys what, and why - projected to population truth 90+ 8.9K+ $7.4T 4T 5.5M 50+ countries retailers spend covered
Slide 15: Harmonization and integration
The context layer Harmonization and integration Only 7% of enterprises say their data is completely ready for AI-adoption 3.1 trillion data records NIQ makes it match 3,600+ retailers and unifies it into a single picture. 28,000 AI models +80% of items auto-coded Every week. 13 languages 90+ countri
Slide 16: Creating a shared language between data and LLMs
The semantic layer Creating a shared language jam between data and LLMs Imagine a user types a question asking about “breakfast cereal.” bread Right now, if the word “breakfast” isn’t directly in the product sandwich name, AI cannot pull the right products that fall under “breakfast cereal.” A seman
Slide 17: NIQ has built a semantic layer tuned to the industry
The semantic layer NIQ has built a semantic layer tuned to the industry Applications can access taxonomy, metadata, and data model in a single catalog without reference to human SMEs for interpreting end-user natural language questions into executable queries © 2026 Nielsen Consumer LLC. All Rights
Slide 18: AI alone is not enough. NIQ Data remains essential.
The semantic layer AI alone is not enough. NIQ Data remains essential. AI analysis without NIQ data AI analysis with NIQ data Prego occupies the premium mainstream tier — priced above private Prego at $3.10 sits 11% below the category average ($3.49). It's not cheap label but below ultra-premium br
Slide 19: AI is disrupting your world...
AI is disrupting your world... Retailers Brands Consumers AI © 2026 Nielsen Consumer LLC. All Rights Reserved. 19
Slide 20: Only NIQ delivers the IP and infrastructure to fuel your AI journey
Only NIQ delivers the IP and infrastructure to fuel your AI journey! Bridge CADENCE TM Retailers Brands NIQ Price & Promo Optimizer with Analytics AI NIQ BASES AI Product Developer Consumers AI © 2026 Nielsen Consumer LLC. All Rights Reserved. 20
Slide 21: CONFIDENTIAL AND PROPRIETARY © 2026 Nielsen Consumer LLC. All Rights Reserved.
CONFIDENTIAL AND PROPRIETARY © 2026 Nielsen Consumer LLC. All Rights Reserved.
Slide 22: We've built AI applications to transform your workflows
NIQ Solutions We’ve built AI applications to transform your workflows Everyday insights Growth Strategy Brand & Media Right insight, right moment Accessible, dynamic, engaging Breakthrough measurement powered by agentic AI, smarter continuous AI Chat for Segmentation optimization, stronger ROI/ROAS
Slide 23: NIQ Optiq: Frictionless access to NIQ data
Everyday insights NIQ Optiq: Frictionless access to NIQ data Optiq enables faster decisions, more efficient data access, and greater flexibility to build with NIQ data Chat + Mobile Bridge AI usage rights Answers inside the NIQ Live NIQ data in your preferred Freedom to build and experiment experien
Slide 24: Access on the go
Everyday insights OPTIQ MOBILE Access on the go Optiq in your pocket Mobile access to Optiq insights on your smartphone Natural language chat All of Optiq’s chat capabilities included Your instance of Discover Tied to your entitlements and views of the world Your history Connected to your account fo
Slide 25: Optiq Bridge: live NIQ data in AI tools
Everyday insights OPTIQ BRIDGE Optiq Bridge: live NIQ data in AI tools NIQ as an official connector to leading frontier model platforms NIQ data Claude ChatGPT Gemini Copilot Work where you Right data Right time Efficiency are Live connection with automatic Quality NIQ data through a single Replace
Slide 26: Bridge
Bridge Confidential and proprietary © 2026 Nielsen Consumer LLC. All Rights Reserved. 26
Slide 27: Bridge Demo: NIQ Intelligence in Your Workflow
Everyday insights Bridge DEMO NIQ Intelligence in Your Workflow The bridge between NIQ Intelligence and the world's leading AI platforms. Seamlessly access trusted insights, visualizations, and presentations without leaving your workflow. Claude Microsoft Copilot ChatGPT Gemini CONFIDENTIAL AND PROP
Slide 28: We've built AI applications to transform your workflows
NIQ Solutions We’ve built AI applications to transform your workflows Everyday insights Growth Strategy Brand & Media Right insight, right moment Accessible, dynamic, engaging Breakthrough measurement powered by agentic AI, smarter continuous AI Chat for Segmentation optimization, stronger ROI/ROAS
Slide 29: In the Age of AI, Digital Shelf Execution Determines Who Wins
Digital Shelf with AI In the Age of AI, Digital Shelf Execution Determines Who Wins Shopper Decision driven by Digital Shelf Execution of the Product on the Retailer’s Website Available 1 2 3 Agent Shopper Visible Product Recommends redirected to Sale Product retailer website Attractive Not only eno
Slide 30: Digital Shelf with AI in ACTION
Digital Shelf with AI in ACTION © 2026 Nielsen Confidential and proprietary © 2026 Consumer LLC. All LLC. Nielsen Consumer RightsAllReserved. Rights Reserved. 30
Slide 31: We've built AI applications to transform your workflows
NIQ Solutions We’ve built AI applications to transform your workflows Everyday insights Growth Strategy Brand & Media Right insight, right moment Accessible, dynamic, engaging Breakthrough measurement powered by agentic AI, smarter continuous AI Chat for Segmentation optimization, stronger ROI/ROAS
Slide 32: Price & Promotion with Analytics AI
Price & Promotion with Analytics AI From strategy to tactics, Price & Promo Optimizer with Analytics AI provides a holistic approach to profitable growth Where to play How to win What to action Price and Promo Portfolio Strategy learning and insights development ts Str h a • Optimize brand pricing g
Slide 33: The three pillars of AI across Price & Promo Optimizer
Price & Promotion with Analytics AI The three pillars of AI across Price & Promo Optimizer AI is integrated across every stage of the process Smarter Models Connected Data Intuitive Software © 2026 Nielsen Confidential and proprietary © 2026 Consumer LLC. All LLC. Nielsen Consumer RightsAllReserved.
Slide 34: We've built AI applications to transform your workflows
NIQ Solutions We’ve built AI applications to transform your workflows Everyday insights Growth Strategy Brand & Media Right insight, right moment Accessible, dynamic, engaging Breakthrough measurement powered by agentic AI, smarter continuous AI Chat for Segmentation optimization, stronger ROI/ROAS
Slide 35: Cadence: The rhythm of better decisions
Marketing doesn't need another tool. It needs CADENCE The rhythm of better decisions. © 2026 Nielsen Consumer LLC. All Rights Reserved. 35
Slide 36: CadenceAI
CadenceAI I N S I D E CadenceAI Compound AI: four layers, jointly optimized. 19+ specialist agents. 250+ tools. Knowledge One conductor. Data Connected, synced, Institutional memory and harmonized continuously domain context every across every source. component reads from. Modeling Agents Fit-for-pu
Slide 37: The Full View
WHAT CADENCE PRODUCES The Full View . Every business driver — marketing and non-marketing — connected in one measurement frame. WHY IT MATTERS Marketing rarely fails alone. What changes when Cadence runs. The Full View reveals what actually moved the business — grounded in NIQ's world-class global d
Slide 38: One platform. Six connected systems.
One platform. Six connected systems. T H E E 2 E A G E N T I C O P E R A T I N G S Y S T E M A dynamically choreographed socio-technical system for marketing ROI. Your Command Center. BI that never sleeps. Purpose-built Intelligence. Production Systems Go. AI @ your Fingertips. Your collective brain
Slide 39: NIQ partners with leaders across the industry to integrate our assets
Usage and adoption NIQ partners with leaders across the industry to integrate our assets Global, omnichannel, proprietary data AI-ready data and industry expertise Orchestration Distribution/Application AI infrastructure Proprietary semantic data and industry expertise foundational to AI value creat
Slide 40: The price of light is less than the cost of darkness
‘‘ ‘‘ The price of light is less than the cost of darkness. -Arthur C.Nielsen
Slide 41: Navigating the Future of E-Commerce in EEMAI
Navigating the Future of E-Commerce in EEMAI Turan Konu Ugur Karci EEMEA Retailer Services APP Customer Success Leader E-Commerce Director & EEMEA Thought Leadership © 2026 Nielsen Consumer LLC. All Rights Reserved.
Slide 42: Global FMCG value growth stepped down
FMCG Market Dynamics MAT YA MAT TY Q3 2024 Q4 2024 Q1 2025 Q2 2025 Q3 2025 Q4 2025 Q1 2026 Q2 2026 4.4% Global FMCG 3.6% 3.5% 3.4% 3.2% 1.5% 0.3% 1.2% value growth 1.8% 1.3% 0.7% 2.7% 2.6% 2.1% 2.2% 2.8% 2.9% 1.8% stepped down to 2.4% 2.5% 2.5% 2.6% 2.2% 2.1% 1.7% 0.9% -0.2% +2.1% in MAT -0.4% -0.5%
Slide 43: E-Commerce is the fastest growing channel
Global FMCG channel value performance %Growth MAT TY vs MAT YA and quarterly %growth Supermarkets 2.5% E-Commerce is the fastest growing Convenience 0.2% channel, Drug 2.0% increasing +14.9 Traditional Trade 2.3% in the MAT Q2’26 Discounters 3.0% eCommerce 14.9% Channel Definitions Convenience: DFV,
Slide 44: Ecommerce remains a key growth engine across regions
Ecommerce remains a key growth engine across regions %Growth MAT TY vs MAT YA 1.0% 1.0%North NorthAmerica America 2.3%Western 2.3% West Europe Europe 4.4% Eastern 4.4% East Europe Europe Grocery 2.5% Grocery 5.4% Grocery 1.1% Convenience -1.0% Convenience 0.9% Convenience -0.3% Drug -4.3% Drug 3.7%
Slide 45: Weekly online purchases by country
• NIGERIA 71.3 THAILAND 68.6 TÜRKİYE 62.5 CHINA 62 MALAYSIA 61 U.K. 59.8 Source: We Are Social Digital Oct’2025 MEXICO 59.5 SOUTH KOREA 59.4 BRAZIL 59 SINGAPORE 58.8 U.S.A. 58.1 INDIA 57.7 VIETNAM 56.9 Weekly online purchases (%) W ORLDWIDE 56.5 U.A.E. 56.4 PHILIPPINES 56.3 RUSSIA 56 INDONESIA 55.2
Slide 46: Weekly online grocery purchases by country
THAILAND 43.3 SOUTH KOREA 41.2 TÜRKİYE 40.1 SAUDI ARABIA 38.2 INDIA 37.6 UAE 35.7 Source: We Are Social Digital Oct’2025 MEXICO 31.8 INDONESIA 31.3 CHINA 31.0 BRAZIL 28.9 NIGERIA 28.8 W ORL DW IDE 28.4 MALAYSIA 28.0 U.K. 27.9 SINGAPORE 27.6 SOUTH AFRICA 27.4 U.S.A. 26.5 Weekly online grocery purchas
Slide 47: EEMEA Countries Account for All Top Growing E-Com Markets Globally
EEMEA Countries Account for All Top Growing E-Com Markets Globally Top Performing Bottom Performing Value Growth, % (MAT Q2’26 vs LY) Value Growth, % (MAT Q2’26 vs LY) Egypt 62.0% Taiwan -5.1% Saudi Arabia 56.7% Latvia -1.3% Singapore -0.4% Türkiye 56.4% South Korea 1.9% Jordan 54.0% Netherlands 4.0
Slide 48: EEMEA Ecommerce FMCG Market Country Growth Rates
EEMEA Ecommerce FMCG Market Country Growth Rates Ecom growth has been consistently double digit across EEMEA and in most of the cases growing x3-x4 times more than country average Ecom Total Country Value Growth, % (MAT Q2’26 vs. LY) Value Growth, % (MAT Q2’26 vs. LY) 65.0% +62.0% +56.4% +56.7% 55.0
Slide 49: E-Commerce Value Share in Total FMCG by Country
E-Commerce Value Share in Total FMCG by Country – YTD Q2’2026 Share of Online in Total FMCG value sales (%) 14% 9% 9% 7% 7% 4% 3% 2% %2 43% 24% UAE Türkiye KSA Czechia India Poland Egypt Romania Hungary China USA 16% metros 42% 8% South Korea Chile 9% 3% Japan Mexico 20% UK 3% Argentina 14% France 2
Slide 50: E-Commerce Shares in EEMEA
E-Commerce Shares in EEMEA 25% 44% Pet Care Small Home Appliances 7% 30% 31% 21% Tech & FMCG Baby Personal Care Care Durables Appliances 13% 55% Personal Photo/Optics Care Source: NielsenIQ Retail & E-Commerce Panels (India excluded) © 2025 2026 Nielsen NielsenConsumer ConsumerLLC. LLC.AllAllRights
Slide 51: UAE and Türkiye are progressing fast towards Phase 3
UAE and Türkiye are progressing fast forward towards Phase 3 South Korea UAE Egypt Czechia China USA India TUR Greece WEU Latam Africa KSA E.Europe Japan Phase 1: Low eComm <2% Phase 2: Mid eComm 2%-10% Phase 3: High eComm 10% - 40% Phase 4: Dominant eComm share 40%+ Infrastructure, Profitability, H
Slide 52: E-Commerce Share Reached Above Average Levels for Non-Food Categories
E-Commerce Share Reached Above Average Levels for Non-Food Categories E-Commerce* value share % MAT Q2’2026 vs LY UAE (14%) TURKIYE (9%) KSA (8%) INDIA (15%**) Ecom Weight PETCARE 40.8% 30.2% 44.5% Top 3 BABY CARE PET CARE BABY CARE 28.5% Industries by PAPER PRODUCTS 25.1% PERSONAL CARE 25.1% BABY C
Slide 53: Fastest growing industries are mostly Food categories
On the other hand, fastest growing industries are mostly Food categories as Ecom deliveries are becoming more convenient, quick and smart Top 3 fastest growing E-com Industries Value Change (%) MAT Q2’2026 vs. LY UAE (+26%) TURKIYE (+56%) KSA (+57%) INDIA (+42%)* Top 3 Fastest AMBIENT SNACKING +34.3
Slide 54: E-Commerce growth of top categories: beverages and confectionery
AME E-Commerce growth of below top categories has been driving higher growth Value Growth of Online in MAT Q2’26 vs LY UAE (+26%) TÜRKİYE (+56%) KSA (+57%) INDIA (+42%) BEVERAGES ICE COFFEE ICE COFFEE +37.7% ICEICE TEA TEA +86.0% SPORT DRINKS SPORT DRINKS +103.8% SOFT SOFTDRINK DRINKS +61.8% ENERGY/
Slide 55: E-Commerce growth of top categories: beverages and confectionery
EE E-Commerce growth of below top categories has been driving higher growth Value Growth of Online in MAT Q2’26 vs LY CZECHIA (+22%) HUNGARY (+14%) ROMANIA (+17%) GREECE (+16%) BEVERAGES TEA TEA +98.2% ENERGYENERGY SPORT DRINK SPORT DRINKS +35.1% ENERGY DRINKS ENERGY DRINKS +66.3% SOFT SOFTDRINK DRI
Slide 56: EEMEAI Omni-Shopper: Agentic AI and beyond
EEMEAI Omni-Shopper: Agentic AI and beyond © 2023 2024 Nielsen Consumer LLC. All Rights Reserved. 56
Slide 57: EEMEA shoppers discover new products online more frequently
EEMEA has not only been growing faster but also having more frequent visits vs global average to explore and discover new products online led mainly by GenZ This is a strong indicator of conversion. AME & India leading the way while EE is catching up General Population / GenZ GLOBAL - Daily Adoption
Slide 58: AI → GenAI → Agentic AI is rewriting discovery and search
AI → GenAI → Agentic AI is rewriting discovery and search How comfortable are you with a I find it helpful when a retailer digital shopping platform making suggests products to me base on product suggestions / purchase my previous purchases or decisions for you? preferences Product Suggestions AME&I
Slide 59: India standing out in Agentic AI Deployment Opportunity in EEMEAI
India standing out in Agentic AI Deployment Opportunity in EEMEAI Another high opportunity country Türkiye has room to grow in last phase AI → Gen AI → Agentic AI 99 % Of Respondents 93 93 93 Compared to +15 pts 94 87 globe, shoppers 84 84 in the region 77 78 (especially in 71 65 +47 India) show a 5
Slide 60: © 2026 Nielsen Consumer LLC. All Rights Reserved.
© 2026 Nielsen Consumer LLC. All Rights Reserved. 60
Slide 61: What is the most important reason for choosing a brand?
What is the most important reason for choosing a brand? Affordable/Lower Price #1 amongst all AME&I EE 28% 22% 39% Healthier/Natural Options #2 amongst all AME&I EE 15% 19% 14% © 2026 Nielsen Consumer LLC. All Rights Reserved. 61
Slide 62: The new expectations: tale of two consumers
The new expectations are driving a new reality: tale of two consumers The consumer market is no longer organized around a single “average” shopper. Across generations, income groups, and markets, consumers are increasingly switching between two mindsets: Upgrade mindset Value mindset • Willing to pa
Slide 63: Polarized consumer situation in Middle East and Türkiye
Polarized consumer situation is more vocal in Middle East and Türkiye as mainstream brands are bleeding in Ecom while India market is growing towards Premium Affluent consumer group is expected to growth by +20M in KSA Ecom Price UAE Ecom Price EGY Ecom Price TUR Ecom Price IND Ecom Price 4 key Indi
Slide 64: Eastern European markets expected to polarize in next 5 years
While Eastern European markets are not yet showing this trend. As per the evolution of Ecom, we expect those markets to polarize in next 5 years whereas Czechia leading the way HUN Ecom Price CZE Ecom Price GRE Ecom Price ROM Ecom Price Tier of Brands Tier of Brands Tier of Brands Tier of Brands $$
Slide 65: Key actions CPG leaders can take for Omni/Ecom strategy in EEMEA
Here are the key actions CPG leaders can take today to shore up their Omni/Ecom strategy in EEMEA: 1 2 3 4 Champion Expand your Prioritize EEMEA Adopt new Omnichannel categories scale to AI strategy, focus commercial rule of internally broader industries on Agentic AI “two consumers” Omni-Commerce i
Slide 66: The Future of Commerce: From Distribution to Agentic Commerce
INDIA COMMERCE 2026 The Future of Commerce: From Distribution to Agentic Commerce How Convenience, Innovation and AI are Reshaping Shopper Decisions Kanaka Bhagwat Head of Ecommerce & Omni India Confidential and proprietary © 2026 Nielsen Consumer LLC. All Rights Reserved.
Slide 67: India's Digital Ecosystem is scaling rapidly, outpacing global E-commerce growth
INDIA India’s Digital Ecosystem is scaling rapidly, outpacing global E-commerce growth by ~2.5X Global E-commerce Market (US$ trillion) India E-commerce Market (US$ billion) India growing 7% CAGR 18% CAGR ~2.5X 12.6 550 6.7% 9.0 6.4 6.7 21% 345 4.9 5.3 5.8 151 67 84 102 125 faster than global e-comm
Slide 68: 4 in 5 E-commerce shoppers buy FMCG + Beauty
INDIA 4 in 5 E-commerce shoppers buy FMCG + Beauty, making it the largest contributor to online value Delta E-commerce Shopper Penetration Units & Value Contri.% Q2’ 26 vs. Q4’25 On the base of all E-comm On the base of all E-comm (L9M) Unit Cont.% Value Cont.% FMCG + Beauty 80% +6% FMCG + Beauty 30
Slide 69: Digital Shopper concentration fuels FMCG E-commerce Salience
INDIA Digital Shopper concentration fuels FMCG E-commerce Salience India's FMCG e-commerce opportunity is increasingly concentrated in urban centers 19% 16% FMCG+Beauty E-commerce salience 6% 10% *FMCG 72 Categories | MAT June 2026 Omni U+R Omni Urban All India Metro 8 Metros Total Population (Mn) 1
Slide 70: Metro FMCG Shoppers use Q-commerce
INDIA 7 in 10 Metro FMCG Shoppers use Q-commerce, driving 85% of E-commerce Value FMCG + BEAUTY All India Metro Q- Comm Value Share On the base of E-comm FMCG 85% +8% ch. Q- Comm Shopper Q- Comm Shopper AOV Q- Comm Shopper U/C Penetration Average Order Value On the base of Metro FMCG Units per custo
Slide 71: Quick-commerce is evolving beyond Grocery
INDIA Instant & Late Night Shopping: Gen Z is defining the New Cultural Transformation Convenience Culture Quick-commerce is 10PM - 2AM window evolving beyond gaining importance Grocery. on Quick-comm No. of orders (by Gen Z) are increasing for driven by Impulse • Electronics & Appliances (Chocolate
Slide 72: Quick-comm emerges as a key channel for Personal Care & Beauty and OTC
INDIA Quick-comm emerges as a key channel for Personal Care & Beauty and OTC driven by significant shopper penetration gains All India Metro- Online FMCG Gr. 40% 57% Val Gr. Val Gr. Q-comm Q-Comm Value Indexed Indexed Shopper Shopper Basket to FMCG Penetration Contribution% to FMCG Penetration (On t
Slide 73: Beauty and Convenience categories dominate the Digital Growth Landscape
INDIA Beauty and Convenience categories dominate the Digital Growth Landscape, While Snacks and Chocolates Present the Next Wave of Opportunity High Online Cont. + High Online growth Lesser Online Cont. + High Online growth Digital Growth Opportunities 78.0 Digital Growth Powerhouses CHOCOLATE 68.0
Slide 74: Trends driving growth in E-commerce
INDIA Trends driving growth in E-commerce Sustainable Health & Nutrition Functional Choices Innovative Problem Solving Convenience Formats © 2026 Nielsen Consumer LLC. All Rights Reserved. © 2026 Nielsen Consumer LLC. All Rights Reserved.
Slide 75: Trends in Innovation
INDIA Trends in Innovation From Traditional Biscuits to Protein Capturing lighter beverage trend with a Bars soft drink Cereal Bars Zero Sugar Drink Proportion Proportion Val No. of Val No of Channel Chg. of new Channel Ch. of new Cont% Brands Health & Nutrition Contr.% Brands launch launch Online 1
Slide 76: AI-Powered Discovery
AI-Powered INDIA AI expands Discovery beyond just Preferred Brands Discovery Usage of minimum one AI tool Used AI to discover & to shop within the past month compare brands / products 92% Against 42% US 64% Against 52% US GEN Z MILLENIAL GEN X 73% 70% 56% Market- 8 Base Metros Source: NielsenIQ AI S
Slide 77: AI Shopper Engagement
AI Shopper INDIA Product Recommendations top AI Shopping Use Cases Engagement AI engagement by category INDIA Grocery & Beauty & Home Clothing, shoes Baby & Kids Household Personal Care Appliances & Accessories Essentials 39% Shopping 38% Product 38% Product 36% Shopping 38% Product list assistant r
Slide 78: Brand Loyalty in the AI Era
INDIA Brand Loyalty in the AI Recommendations are Challenging traditional Brand Loyalty AI Era Brands have an opportunity to capture new shoppers Most shoppers are willing to consider a new-to-them/ non-preferred brand when AI recommends it. 29% 62% 9% Stick to their Consider AI-recommended brands b
Slide 79: Winning in Next Era of Commerce
Winning in Next Era of Commerce 81 © 2026 Nielsen Consumer LLC. All Rights Reserved. © 2026 Nielsen Consumer LLC. All Rights Reserved.
Slide 80: From Distribution to Agentic Commerce
From Distribution to Agentic Commerce : Yesterday: Win Distribution Today: Win Convenience Tomorrow: Win AI Recommendation Be present in stores Be present where consumers want Be recommended before the consumer even instant fulfillment. searches To remain discoverable, chosen and trusted in the next
Slide 81: Thank You
Thank You © 2026 Nielsen Consumer LLC. All Rights Reserved.