2025-01-08-Kantar-2024年三季度快速消费品市场速览报告_15页_2mb

Summary of Fast-Moving Consumer Goods Market Report for 2024 Q1-Q3

Market Overview:
The fast-moving consumer goods (FMCG) market experienced steady growth in 2024's first nine months, fueled by China's economic recovery. GDP growth was +4.8%, and urban consumer spending rose +3.3% year-over-year against 2023 levels.

Key Categories and Trends:

• Beverages showed strong growth with a +9.3% sales increase, while dairy faced challenges with -2.5% sales and price declines, indicating competitive pressures.
• Household cleaning goods grew +4.1%, but personal care categories saw drops, reflecting consumer shifts towards affordability and value substitution.
• Price promotions are widespread, but overuse can deplete future demand, highlighting the need for targeted strategies.

Consumer Behavior:
Young singles focus on rational spending and social enjoyment, while mature households prioritize health and wellness. There's a rise in demand for budget-friendly alternatives, as seen in products like rice and adult奶粉, with spending varying by demographic.

Channel Dynamics:
Online channels, including modern retail formats, saw moderate growth, with instant retail and platforms like 24T contributing to increased convenience. Traditional stores like SPAR systems and e-commerce platforms compete intensely, emphasizing low costs and efficient logistics.

Import/Export and Market Distribution:
Imported food remains stable, but categories like household items show significant domestic growth, leading to imbalanced export-import trends. Two-digit price-point vendors dominate, with companies adapting to new market shares.

Out-of-Home and Home Consumption:
The out-of-home FMCG market has grown for six consecutive quarters, driven by sporting events and discoveries. Home consumption is evolving with health trends, particularly in wellness goods.

Conclusion:
Effective promotion strategies, price optimization, and channel innovations are critical for navigating this dynamic market, with a focus on consumer insights and adaptability.