2021-12-17-凯度-2021年三季度亚洲快速消费品市场概览（英）_27页_1mb

ASIA'S FMCG MARKET OVERVIEW

Summary of Growth and Trends

• The Asian FMCG market showed varied growth in Q3 2021, with overall FMCG growth at 3.6%, driven by strong performance in certain regions like India (10.9%) and Turkey (10.8%), while facing declines in countries such as Vietnam (-5.3%) and Indonesia (-7.1%).
• Key growth drivers include: increased O2O and ecommerce adoption (e.g., 57% urban households used O2O delivery), strong food and beverage momentum (food grew 6.7%, beverages 5.3%), and shifts in consumer behavior toward hygiene and home care products, exacerbated by COVID-19.
• Challenges include uncertain economic recovery, reduced shopping trips leading to fewer touchpoints for brands, and changes in purchase baskets, with premiumization of health and personal care items.
• Regional highlights: Northeast Asia saw modest gains, West & South Asia experienced mixed results, and Southeast Asia showed resilience in key markets.

Channel and Consumer Behavior Analysis

• Shopping patterns shifted to online and modern trade, with ecommerce surging due to pandemic restrictions, while traditional channels like wet markets and rural outposts lost share.
• In urban areas, O2O and direct-to-consumer channels dominated, with declines in physical retail for countries like China and India indicating a move toward digital integration.
• Consumer trends point to selective basket growth, higher spending per trip, and reduced frequency of shopping due to lockdown fatigue.

Key Takeaways

• The market is adapting to "living with COVID-19," with e-commerce integration becoming a game-changer, but traditional retail faces disruption.
• Future outlook centers on recovery strategies, including leveraging RTB (reason to buy) and partnerships, supported by ongoing economic and health uncertainties.