kantar-亚洲快速消费品市场概览（英）-2021.8-28页_3mb

Asia FMCG Market Summary (Issue 3 | August 2021)

Core Highlights

The Kantar Asia Pulse report provides an overview of the Fast Moving Consumer Goods (FMCG) market across Asia in the first half of 2021, highlighting recovery trends, the impact of the pandemic, and shifts in consumer behavior and shopping channels.

Key Market Trends

China Mainland

• FMCG Growth: Sales grew by 5.8% in the first six months of 2021 compared to the same period in 2020, and 3.8% compared to 2019, showing a strong recovery.
• Out-of-Home (OOH) Growth: OOH food & beverage sales increased by 15.1% in Q2 2021 compared to Q2 2020 due to eased travel restrictions.
• O2O Growth: Nearly 50% of urban families purchased FMCG through O2O platforms in H1 2021, indicating the growing importance of online shopping.

Taiwan

• FMCG Growth: Continued strong growth of 4.7% in Q2 despite new waves of the pandemic.
• Ecommerce Growth: Ecommerce now accounts for 14% of sales, with increased online shopping frequency.
• Food Growth: The "stockpile phenomenon" and increased time spent at home contributed to 10.2% YoY growth in food spend.

South Korea

• Slow Recovery: Growth of 0.7% in GDP compared to Q1 2021 and 5.9% compared to Q2 2020.
• Private Consumption: Increased private consumption is a key driver of recovery, but recent rises in confirmed cases may impact Q3.
• Beverages: Beverage sales grew significantly, primarily through online channels, while the out-of-home market declined.
• Home Meal Replacement: Consumers are increasingly turning to home meal replacement products, with companies providing raw ingredients and sauces.

India (Urban)

• Strong Recovery: FMCG grew by 9% in MAT Q2 2021 compared to 5% in MAT Q2 2020.
• Dairy and Personal Care: These categories showed the fastest growth, with 19.9% and 12.8% respectively.
• Shopping Behavior: Supermarkets and chemists saw increased occasions and spend per trip, while HHs also saw higher spending per trip.

Saudi Arabia

• Dual Consumer Behavior: Locals, especially young and affluent, are more open to spending, while expats, especially Asians, are more cautious.
• Channel Shift: The wholesale channel has lost ground to modern trade, which has seen more promotions.

United Arab Emirates (UAE)

• Economic Recovery: Families are dropping categories from their baskets after panic buying during the pandemic.
• Shopping Trends: Fewer trips, but bigger basket sizes. Retailers need to think beyond lower prices to attract shoppers.

Indonesia

• Economic Recovery: The economy is rebounding due to a low base effect.
• Online Growth: Food surpassed non-food online in Q2 2021, with increased online penetration driven by Shopee and Facebook.
• Shopping Behavior: Consumers are shopping less often but spending more per trip.

Malaysia

• Consumer Sentiment: Declined to 64.3% in Q2 due to increased infections and deaths.
• Food Growth: Food continued to grow by 10.2% YoY, with in-home usage categories also showing growth.
• Online Growth: Food surpassed non-food online in Q2, with rising daily cases.

Thailand

• Government Subsidies: Government programs have encouraged spending, leading to 2.7% growth in take-home FMCG.
• Local Channels: Shoppers are shifting to local stores and supermarkets, with increased spend per trip.
• Online Growth: Online contribution is increasing due to greater penetration and occasions.

Philippines

• Economic Recovery: The economy improved in Q2 compared to last year, but remains cautious.
• In-Home Priority: Food remains a priority, with reduced shopping trips and cautious spending.
• Sari-Sari Stores: Shoppers are returning to traditional stores, but remain open to smaller formats.

Vietnam

• H1 Recovery: Vietnam saw a fast recovery in H1 2021, but the second half is uncertain due to new lockdowns.
• FMCG Growth: Q2 FMCG growth returned to pre-pandemic levels, with spending still higher than in 2019.
• Channel Shift: Online and minimarkets are gaining market share, showing strong growth.

Regional Growth Summary

Key Insights

• Recovery: The FMCG market across Asia is showing signs of recovery, with some regions (like China and India) experiencing faster growth.
• E-commerce: E-commerce is gaining importance, especially in food and personal care categories.
• O2O and Online Channels: These channels are becoming increasingly relevant, especially in China, where nearly half of urban families use them.
• Consumer Behavior: There is a shift towards in-home consumption and home meal replacement, with more focus on convenience and safety.
• Challenges: Some regions, like South Korea and Vietnam, face challenges in the second half of the year due to new waves of the pandemic and lockdowns.

Conclusion

The Asia FMCG market is adapting to the new normal shaped by the pandemic. While recovery is underway, it is uneven across regions, with some experiencing strong growth and others facing headwinds. E-commerce and O2O channels are playing a crucial role, and consumer behavior is shifting towards more cautious spending and in-home consumption. Retailers and manufacturers must continue to innovate and adapt to these changing dynamics to thrive in the post-pandemic landscape.