What percentage of the total marketing budget are companies willing to spend on digital marketing in the consumer goods
While I understand the question James, if you're trying to get an average for FMCG products, it's impossible to answer.
Depends on: the total budget; the size of the company and the size of the market; the business' positioning relative to its competitors; the specific goal of the marketing; the specific industry; and the specific company.
There is no hard and fast formula, as far as I know. Because even in the same industry, no two businesses are exactly the same, and everyone's goals are different.
Other observers may completely disagree.
If you want a broad brush approach, I would estimate an established business to be spending between 2 – 12% of revenue across all marketing; and a contender business between 10 – 25%. The variance is considerable because the proportion of online to offline will alter depending on the factors above.
Can I suggest you rephrase the question and provide more specific information about the situation you're in and what you want to achieve.