尼尔森-2017年电子商务报告（英文）-2017-31页-6mb

Total Consumer Report Summary

Core Content

This report from Nielsen outlines the evolving landscape of the FMCG (Fast-Moving Consumer Goods) and retail sectors, emphasizing the impact of digital transformation, changing consumer behavior, and the rise of new trends such as health and wellness, convenience, and multicultural preferences.

Main Points

• Growth Levers: The report identifies three main levers for growth: finding new buyers, increasing basket size, and raising prices.
• Systemic Change: Growth is not slowing; it is shifting due to changes in where, how, and why consumers are shopping.
• E-commerce Dominance: E-commerce is the primary driver of FMCG growth, contributing 92% of the last year's growth. It is especially impactful in categories like edible goods (50%+ growth) and personal care (80%+ growth).
• Digital Shopping Segmentation: Consumers are divided into groups like Tech Averse and Digital Advocates. Digital Advocates shop online more frequently, indicating a shift in consumer habits.
• Subscription Services: These services are gaining traction, especially in meal kits and personal care, offering convenience and curated choices.
• Click-and-Collect: This hybrid model is helping bring consumers and categories into the digital space while maintaining the trust of in-store experiences.
• Store Brands: Value grocery retailers are leveraging store brands to drive growth, with a higher share of store-brand dollars compared to other channels.
• Store Footprint: The retail footprint is expanding with more small stores, while average square footage per store is decreasing.
• Fresh Foods Growth: Fresh categories like produce and deli items are growing, even amid deflationary pressures.
• Multicultural and Healthy Trends: Multicultural flavors and health-conscious choices are driving growth across various departments and product types.

Key Trends

• Convenience: Consumers are favoring products that are easier to prepare and consume, such as ready-to-drink teas, deli-prepared sushi, and value-added vegetables.
• Freshness: Fresh produce and meats are seeing growth, with categories like avocados, cherries, and deli sushi leading the way.
• Health and Wellness: Health trends are influencing purchases across multiple categories, with a strong focus on natural ingredients, organic products, and clean labels.
• Multicultural Appeal: Unique tastes from multicultural backgrounds are becoming mainstream, contributing to consistent growth in certain product lines.
• Transparency and Trust: Consumers are demanding more transparency in product sourcing and ingredients, leading to a preference for clean, natural, and sustainable products.

Channel Dynamics

• Online Growth: Online channels drove 89% of FMCG growth, with a significant increase in purchase frequency and basket size.
• Traditional Retail: While traditional retail channels saw flat or declining growth, they are not obsolete. Emerging retailers like Whole Foods, Costco, and discounters are gaining traction.
• Store Brand Strategy: Store brands are a key growth driver, particularly in value grocery and online channels, with higher share of spend and growth compared to conventional grocery.
• Retail Format Shifts: Convenience stores and value retailers are expanding, while other formats like supermarkets and drug stores are experiencing contraction.

Consumer Behavior Insights

• Focused Shopping: E-commerce shoppers are more focused, visiting fewer departments and more open to trying new brands and products.
• Price Sensitivity: Consumers are spending less per trip but more on store brands, indicating a shift towards value and trust in private labels.
• Mobile Influence: Mobile has made choice more accessible, contributing to the rise of e-commerce and subscription models.
• Brand Purpose: In a future of automated choices, brand storytelling and purpose will be critical for consumer loyalty and growth.

Conclusion

The FMCG and retail industry is undergoing significant transformation. E-commerce is leading the growth, but traditional retail still plays a vital role. Brands and retailers must adapt by focusing on convenience, freshness, health, and transparency to meet evolving consumer needs and preferences. The future belongs to those who can deliver on these values and effectively communicate them through packaging, marketing, and in-store experiences.

Key Figures

• E-commerce Growth: 92% of FMCG growth in the last year came from online channels.
• Subscription Services: 84% of meal kit buyers use subscriptions.
• Store Brand Growth: Value grocery has 2.9% more trips and 1% more store brand spend per trip compared to other channels.
• Kale Halo: 66 different categories include kale as an ingredient, with 13% growth.
• Clean Label Demand: 68% of global consumers are willing to pay more for products without undesirable ingredients.