2021年二季度亚洲快速消费品市场洞察-28页_1mb

报告摘要

ASIA PULSE Summary: FMCG Market Trends in Q2 2021

Core Highlights of FMCG Market Recovery in Asia

Overview

The FMCG market across Asia showed mixed recovery trends in the first half of 2021, with some regions experiencing strong growth while others faced challenges due to the ongoing impact of the pandemic. The report highlights changes in consumer behavior, channel preferences, and market dynamics across key markets.

Key Markets Overview

China Mainland

FMCG Growth: Sales grew by 5.8% in the first half of 2021 compared to the same period in 2020, and 3.8% compared to 2019, showing a strong recovery.
Out-of-Home Market: The out-of-home food & beverage categories saw a 15.1% sales increase in Q2 2021 compared to 2020 Q2, reflecting the easing of travel restrictions.
O2O Growth: Nearly 50% of Chinese urban families used O2O platforms for FMCG purchases in the first half of 2021, indicating a shift towards online shopping.

Taiwan

FMCG Growth: Continued strong growth of 4.7% in Q2 despite new waves of the pandemic.
E-commerce: Increased to 14% of total sales, driven by the pandemic's influence on shopping habits.
Food Demand: Food consumption remained strong due to increased home time and stockpiling, contributing to FMCG market growth.

South Korea

Slow Recovery: Growth was modest, with a 0.7% GDP increase compared to Q1 2021 and 5.9% compared to Q2 2020.
Beverage Growth: Beverage sales grew significantly due to restaurant and café restrictions, with online channels as the main driver.
Home Meal Replacement: Food companies focused on home meal replacements (meal kits, cooking kits) to meet shifting consumer needs.
Challenges for Q3: Recent increases in confirmed cases may negatively impact FMCG sales in the third quarter.

India (Urban)

Strong Recovery: FMCG growth in MAT Q2 2021 was 9%, up from 5% in MAT Q2 2020.
Dairy and Personal Care: These categories showed the fastest growth, with dairy at 19.9% and personal care at 12.8%.
Shopping Behavior: Supermarkets & Kirana stores saw no change in shopping occasions, but higher spend per trip. Chemists saw increased occasions and spend.

Other Markets Overview

Saudi Arabia

Dual Trends: Consumers showed openness to growth, while expats, especially Asians, reduced grocery spending.
Channel Shifts: The wholesale channel lost ground to modern trade, with promotions driving more activity in modern trade.
Conscious Choices: Shoppers made more conscious decisions between "need to have" and "nice to have" products.

United Arab Emirates (UAE)

Economic Recovery: The economy improved in Q2, but not fully recovered from the pandemic.
Cautious Spending: Consumers remained cautious, reducing shopping trips but maintaining high spending on food.
Return to Sari-sari Stores: Shoppers returned to traditional formats like Sari-sari stores as mobility restrictions eased.

Indonesia

Economic Recovery: The economy rebounded due to a low base effect, with household spending shifting towards healthcare and education.
Shopping Trends: Consumers shopped less frequently but increased basket size and spending.
Festive Shift: The Hari Raya celebration in May showed a return to more regular festive trends in FMCG categories.

Malaysia

Consumer Sentiment: The Consumer Sentiment Index dropped to 64.3% in Q2 2021 due to the surge in positive cases and death tolls.
Food Growth: Food continued to grow at +10.2% YoY, with in-home usage categories also showing growth.
Online Growth: Food surpassed non-food online in Q2 2021, indicating a shift in consumer preference.

Thailand

Government Subsidies: Subsidy programs encouraged spending, contributing to a 2.7% growth in take-home FMCG.
Local Channels: Shoppers shifted to provision stores and local supermarkets, where spend per trip increased.
Online Growth: Online channels saw increased contribution, driven by Shopee and Facebook.

Philippines

Economic Recovery: The economy improved in Q2 compared to last year but still lagged behind pre-pandemic levels.
Cautious Spending: Consumers reduced shopping trips and were cautious about in-home FMCG spending.
Sari-sari Stores: Shoppers returned to traditional formats, indicating a shift in channel preference.

Vietnam

Challenges in H2: Despite a fast recovery in H1, H2 faces uncertainty due to new waves of the pandemic and strict lockdowns.
FMCG Growth: Q2 FMCG growth reached pre-COVID-19 levels, but spending remained higher than in 2019.
Channel Shifts: Emerging channels like online and minimarkets gained significant share.

FMCG Growth by Region

Category	Asia	Chinese Mainland	Taiwan	South Korea	India (Urban)	Saudi Arabia	UAE	Indonesia	Malaysia	Thailand	Philippines	Vietnam (Urban)	Vietnam (Rural)
FMCG Total	4.5%	5.8%	4.2%	5.1%	9.3%	-5.1%	6.5%	2.7%	3.5%	6.5%	5.1%	3.5%	5.1%
Food	3.9%	10.5%	0.3%	9.5%	8.3%	-6.4%	5.1%	3.1%	9.5%	5.1%	9.5%	5.1%	5.1%
Beverages	6.1%	6.4%	10.6%	6.6%	8.3%	-9.4%	5.9%	7.3%	1.5%	5.9%	5.9%	5.9%	5.9%
Dairy	4.4%	5.6%	3.6%	4.9%	-1.9%	-3.4%	0.0%	-2.3%	4.9%	-6.7%	0.0%	-6.7%	-6.7%
Home Care	4.1%	5.1%	3.9%	1.5%	8.8%	-6.7%	3.6%	4.5%	3.6%	-6.7%	3.6%	3.6%	3.6%
Personal Care	4.8%	6.3%	-6.6%	5.0%	12.8%	-9.6%	5.5%	5.0%	5.5%	1.6%	5.5%	5.5%	5.5%

Key Insights and Trends

O2O Growth: O2O channels are becoming a major part of the FMCG landscape in China, with nearly 50% of urban families using these platforms.
E-commerce Expansion: In regions like Taiwan and Saudi Arabia, e-commerce has increased in importance, driven by the pandemic.
Food Dominance: Food remains a key driver of FMCG growth, especially in markets where consumers spent more time at home.
Channel Shifts: In many countries, consumers shifted to online and minimarkets, while traditional channels like supermarkets and pharmacies still hold importance.
Consumer Behavior: There is a growing preference for "need to have" products, and shoppers are making more conscious choices.
Regional Variations: Growth varied significantly across regions, with some areas recovering faster than others due to economic and policy factors.

Future Outlook

Omnichannel Insights: Kantar's upcoming publication on the omnichannel Asia market will provide deeper insights into how retailers and suppliers are adapting to the changing landscape.
Strategic Focus: Brands must focus on relevance, promotions, and understanding consumer needs to navigate the evolving FMCG market in 2022.
Continued Challenges: While some markets show strong recovery, others like South Korea and Vietnam (Rural) face challenges due to rising cases and lockdowns.