2022-04-08-凯度-2021年亚洲家内快速消费品市场保持增长_26页_1mb
报告摘要
Asia FMCG Market Summary (Full Year 2021)
Core Highlights
The Asia FMCG market experienced a mixed performance in 2021, influenced by the ongoing impact of the pandemic, economic recovery, and shifting consumer behaviors. The overall market showed a steady recovery in some regions, while others faced challenges due to inflation, reduced consumer spending, and changes in shopping patterns.
Key Market Insights by Country
Chinese Mainland
- Market Recovery: The FMCG market gradually recovered from the impact of the pandemic, with urban FMCG value sales increasing by 3.1% year on year in 2021.
- Beverage Growth: The food and beverage sector grew by 2.3%, with liquid milk and cheese outperforming other categories. Ice cream and pet food continued to grow, attracting new consumers.
- E-commerce: E-commerce grew at 15.2%, the fastest-growing retail format, although growth slowed due to traffic peaks and the shift to new digital formats.
Taiwan
- Economic Growth: The economy grew by 6.5% in 2021, with forecasts of 4.4% for 2022.
- FMCG Growth: The FMCG market grew by 9.3% in Q4 2021, driven mainly by the food sector.
- Chilled & Frozen Food: These categories remained strong, with double-digit growth due to increased consumer demand and shopping volume.
- E-commerce: E-commerce continued to grow at double-digit rates and became the third-largest channel. Food and Personal Care were the main growth drivers.
South Korea
- Economic Recovery: Korea's GDP grew by 4.1% in Q4 2020, the highest in 11 years. Despite the pandemic, the economy showed resilience.
- Personal Care Growth: Skincare products saw significant value sales growth due to increased demand for skin recovery.
- Online Mall Growth: The online mall segment continued to grow significantly, especially among seniors who embraced its convenience and speed.
India (Urban)
- Consumption Slowdown: A slowdown in consumption was observed due to high inflation and macroeconomic factors.
- Food & Beverages: Snacking and dairy continued to grow, while beverages showed a healthy recovery. Personal Care and Household Care growth dropped significantly.
- Small Pack Trend: Consumers shifted to small packs to manage spending, reducing per-trip spend but increasing the frequency of shopping trips.
Saudi Arabia
- FMCG Growth: FMCG value sales increased by 6.5% due to the implementation of VAT (15%) and higher prices.
- Volume Decline: FMCG volume decreased due to fewer shopping trips and smaller baskets.
- Shift to Modern Trade: Modern trade outperformed traditional formats, with a significant share of spend being driven by promotions.
United Arab Emirates
- FMCG Slowdown: FMCG spending declined by 7.8% in 2021, primarily due to the pandemic and reduced expat population.
- Recovery Outlook: Expected to rebound in 2022 with increased expat mobility, tourism, and a low inflation environment.
- Channel Shift: Focus on convenience and proximity, with Sari-sari stores and groceries showing strong recovery.
Indonesia
- Economic Recovery: The market remained in recovery mode, with modest growth in household spending and better macroeconomic conditions.
- FMCG Growth: Growth was softer than 2020, with the food sector returning to pre-pandemic levels, while beverages lagged due to low mobility.
Malaysia
- Consumer Sentiment: The Consumer Sentiment Index dipped slightly to 97.2% in Q4 2021 due to subdued income and rising prices.
- In-home Consumption: Packaged groceries saw the highest growth due to increased in-home consumption.
- Channel Growth: Online and minimarket channels grew significantly, driven by convenience and higher spend per trip.
Thailand
- Government Subsidies: The 'Co-pay' and 'Pay More, Get More' programs supported local channels and increased basket size.
- Selective Shopping: Consumers continued to buy fewer categories and brands but larger baskets.
- Channel Shift: Local channels gained share, with a focus on convenience and proximity.
Philippines
- Economic Stabilization: FMCG spending remained stable at a lower level than pre-pandemic, with slow recovery due to reduced mobility and strict quarantines.
- Baskets Trimmed: Consumers reduced the number of categories purchased but focused on food staples and home/hygiene essentials.
- Proximity Channels: Sari-sari stores and groceries showed strong recovery, reflecting a preference for convenience and local access.
Vietnam (Urban)
- Fast Economic Recovery: Vietnam's economy showed a strong recovery, especially in Q4, with low CPI contributing to stability.
- FMCG Slowdown: FMCG growth slowed compared to 2020, mainly due to unchanged volume consumption.
- Convenient Formats: Online and minimarket channels remained popular due to convenience and social distancing.
Vietnam (Rural)
- FMCG Growth: Rural FMCG growth was slower, with a focus on traditional formats.
- E-commerce Growth: E-commerce showed potential but remained lower compared to urban areas.
Summary of FMCG Growth by Category (MAT Q4 2021 vs. Year Ago)
| Category | Asia | Chinese Mainland | Taiwan | South Korea | India (Urban) | Saudi Arabia | UAE | Indonesia | Malaysia | Thailand | Philippines | Vietnam (Urban) | Vietnam (Rural) |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| FMCG Total | 3.2% | ● | 3.1% | 6.0% | 5.0% | -7.8% | 1.8% | 3.5% | 5.2% | -3.5% | 5.2% | 5.2% | -7.8% |
| Food | 1.9% | ● | -1.3% | 13.1% | 6.0% | -8.6% | 4.5% | 8.4% | -2.0% | -1.1% | 11.7% | 11.7% | -7.8% |
| Beverages | 5.6% | ● | 8.2% | 1.7% | 9.0% | 0.0% | -5.2% | 8.2% | -2.2% | -5.2% | -7.8% | -7.8% | -7.8% |
| Dairy | 3.0% | ● | 4.2% | 3.5% | -0.1% | 10.8% | 0.8% | 0.2% | -10.6% | -10.6% | 10.8% | 10.8% | -7.8% |
| Home Care | 3.8% | ● | 6.2% | 4.3% | 4.2% | -1.7% | 1.0% | -3.1% | -2.0% | -2.0% | -2.0% | -2.0% | -2.0% |
| Personal Care | 3.6% | ● | 3.9% | 4.9% | 7.4% | -1.1% | 0.8% | -2.2% | -1.1% | -2.2% | -2.2% | -2.2% | -2.2% |
Conclusion
The FMCG market in Asia showed a varied performance in 2021, with some regions recovering strongly from the pandemic's impact while others faced continued challenges. E-commerce remained a key growth driver in many markets, particularly in China and Taiwan. However, the shift towards convenience and proximity was also significant, with online and minimarket channels gaining traction. Government subsidies and changing consumer behaviors played a crucial role in shaping market dynamics, especially in Thailand and the Philippines. The year ahead is expected to see a rebound in several markets, with a focus on expat recovery, tourism, and strategic retail formats.
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