2022-07-19-Kantar-新购物者报告显示中国消费者仍持谨慎态度（英）_32页_2mb

报告摘要

Key Insights:

Market Overview:
- FMCG value grew 3.1% in 2021, with volume increasing 4.1%, but average selling prices (ASP) dropped by 0.9% due to promotions.
- The post-pandemic consumption behavior became more pronounced, with varying responses across categories.
Category Performance:
- Beverages and Premiumization: Growth in carbonated soft drinks and milk continued, driven by healthier trends.
- Personal Care & Home Care: These categories experienced growth in volume but faced price deflation.
- Two-Speed Growth: Products offering quality-of-life improvements (e.g., cheese, mouthwash) grew rapidly, while home consumption categories (e.g., instant noodles, disinfectant) saw declines.
Channel Dynamics:
- E-commerce: Slowed growth to 15%, shifted from Taobao/Tmall to platforms like Pinduoduo and livestreaming.
- O2O grew strongly, with community group-buying platforms and horizontal marketplaces leading the trend.
Market Shifts:
- Local brands gained share through volume growth and value-for-money products, while foreign brands relied on premiumization.
- Consumers became more price-sensitive in 2022, leading to increased stockpiling of essentials and reduced spending on non-essentials.
Implications:
- Brands: Focus on agile strategies, portfolio diversification, and leveraging insurgent channels.
- Retailers: Enhance resilience in supply chains, invest in O2O channels, and optimize online pricing.