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报告摘要

Western European FMCG Report - Q4 2016 Summary

Core Content Overview

This report provides an analysis of the Fast-Moving Consumer Goods (FMCG) market across nine Western European countries (UK, France, Germany, Italy, Spain, Belgium, Netherlands, Austria, and Portugal) for the period ending 25/12/2016. It highlights key trends in value and volume growth, identifies major contributors to growth, and outlines the performance of top manufacturers and categories.

Total FMCG Market Size

Total FMCG size: 499 Billion EUR across all nine countries.
Value Growth: +0.9% year-over-year, driven primarily by higher unit prices (+0.8%).
Unit Volume Growth: Flat at 0.1% for all countries, with declines observed in Germany, UK, and France.

Growth Drivers

Fresh Food accounts for >60% of FMCG growth, primarily driven by volume.
Confectionery contributes significantly, with growth driven by both volume and price.
Alcoholic Beverages also show growth, influenced by price increases.
France and Germany are the main contributors to FMCG growth, accounting for >40%.
Private Label continues to grow, but its growth rate has declined, and its value share is now stable.
Other Manufacturers are responsible for >70% of growth.
Promotions play a crucial role, contributing >50% to the overall growth.

Top 10 Winning Categories

Category	Value Growth (%)	Unit Growth (%)	Price Growth (%)	Value Share (%)
FRESH MEALS	5.9	4.2	1.7	2.3
BEER	2.8	0.2	2.6	3.8
OTHER FRESH PRODUCTS	8.4	6.2	2.2	1.3
MINERAL WATER	4.0	1.8	2.2	2.1
SMOKED FISH	9.9	10.3	-0.4	0.7
CHOCOLATE	1.8	-0.5	2.4	3.5
SEEDS & NUTS	6.8	6.8	0.0	0.9
SALAD RTE	3.4	2.4	1.0	1.1
SWEET BISCUITS	1.3	0.2	1.1	2.5
SPARKLING WINE	3.6	0.9	2.7	0.9

Top 10 Declining Categories

Category	Value Growth (%)	Unit Growth (%)	Price Growth (%)	Value Share (%)
BABY MILK	-9.5	-7.8	-1.8	0.4
FRUIT JUICE AMBIENT	-2.1	-5.2	3.1	1.6
MILK AMBIENT	-1.8	-2.8	1.0	1.8
LAUNDRY DETERGENTS	-2.0	-1.7	-0.3	1.5
MARGARINE	-4.4	-3.7	-0.6	0.6
BABY DIAPERS	-3.6	-0.4	-3.2	0.6
SUGAR	-5.6	-3.7	-1.8	0.3
HAIR STYLING	-6.7	-4.2	-2.5	0.3
CHILLED DESERTS	-1.3	-1.1	-0.3	1.3
FRESH MILK	-1.3	-0.7	-0.6	1.3

Manufacturer Highlights

Top 10 manufacturers by value share:
1. NESTLÉ
2. UNILEVER
3. PROCTER & GAMBLE
4. COCA-COLA
Absolute Growth Winners:
1. FERRERO
2. INBEV
3. DIAGEO
4. HEINEKEN
Top 10 manufacturers are losing value share to Other Manufacturers, with a decline of -0.2 percentage points.

Key Market Trends

Value Growth: All nine markets are showing growth, with the UK returning to growth for the first time since Q2 2014.
Volume Growth: Under pressure in the three main markets (UK, France, Germany).
Promotional Sales: Increasing and represent >50% of growth, indicating a significant role of promotions in driving sales.
Channel Coverage: Nielsen covers >95% of locally measured FMCG channels in all countries, with some exclusions noted (e.g., UK excludes discounters, France excludes e-commerce and discounters, Austria excludes discounters and small superettes).

FMCG Categories Excluded

Tobacco, clothes, hard ware, electronics, books, magazines, wines, and candles are excluded from the FMCG categories for this report.

Conclusion

The Western European FMCG market in Q4 2016 shows a mix of growth and decline, with Fresh Food and Confectionery leading the growth. Private Label is still expanding, but its growth has slowed. Promotions are a key driver of growth, and Other Manufacturers are outperforming the top 10. The UK is showing signs of recovery, while Germany, France, and the UK are experiencing declines in unit volume. Overall, the market is influenced by price increases and promotional activity, with value growth continuing to be the primary factor.

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