Hypermarkets and supermarkets around the world are losing their share of the global grocery market to online challengers, according to research from Kantar Worldpanel.

Winning Omnichannel, Kantar’s annual report on FMCG (fast-moving consumer goods) channels, found that while hypermarkets and supermarkets saw their global market share narrow from 53.2% to 52% between 2015 and 2016, ecommerce expanded at the same time from 3.8% to 4.6%. Convenience stores saw their share remain the same at 4.6%, while discounters enjoyed a small expansion from 5.5% to 5.6%. Kantar says that supermarkets will see their share reduce still further in coming years, falling to 48% of global FMCG by 2021, while ecommerce will grow to 7.5%, overtaking discounters, with a share of 6.5%.

The shift is faster in more mature online economies, including the UK. Kantar says that in the UK, traders…