Kantar-快速消费品脉冲（英）-2023.3-9页_2mb

报告摘要

First Half 2022: Wheat export ban caused uncertainty, but exports doubled due to pre-ban registrations, boosting farmer income despite inflation.
Year-End Performance: Rural markets felt inflation pinch as surplus funds dried up; however, initial resilience from free grain distribution helped mitigate immediate impacts.
Weather Concerns: Recovery expected in first half 2023; second half may face challenges due to potential El-Nino conditions affecting rainfall.

Shift to urban consumers as rural spending slowed due to high inflation; cautious spending on discretionary items.
Households managing budgets by moving to cheaper brands within essential categories.

Strong performer during pandemic; growth slowed post-pandemic reopening, expected to continue declining in 2023.
Monthly growth fell from 13.4% in Feb 2022 to 6.9% in Jan 2023; sub-3% growth projected.

Limited progress with 0.6% growth in MAT Jan 2023; pandemic-era entry through unbranded products didn't translate to sustained post-pandemic demand.
Surface cleaners only fared better; overall recovery hampered by post-pandemic normalization difficulties.

Cold Drinks: Performance tied to wheat; free food grain distribution expected to drive FMCG consumption growth.
Convenience Goods: Boomed with 21% MAT Jan 2023 growth, linked to WFH trends and holidays.

Inflation (averaging ~6-7%) pressured spending; essential categories like education and staples saw minimal compromise.
Price increases were widespread; urban and affluent households felt pinch more acutely.
Discretionary spending reduced; while essential goods consumed less, out-of-home snacking showed higher volumes and spends.

Data from consumer panel revealed higher spends and pack sizes for snacks, drinks, and ice cream when consumed out-of-home.
Ice cream and chocolates led spending; biscuit and salty snacks were hunger-driven purchases.
Overall out-of-home spending contributed significantly to FMCG growth in 2023.

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