2021年三季度亚洲快速消费品市场概览（英）-27页_1mb

报告摘要

ASIA PULSE Summary: FMCG Market Trends in Q3 2021

Core Content Overview

The ASIA PULSE report provides an analysis of the FMCG (Fast-Moving Consumer Goods) market performance across various Asian countries during the third quarter of 2021, highlighting key trends, growth dynamics, and consumer behavior shifts in response to the ongoing impact of the pandemic and evolving economic conditions.

Key Highlights Across Asia

Chinese Mainland

Uncertain Growth Prospects: The market showed steady recovery since Q2 2020, but stagnation in the latest two quarters has raised concerns about full-year 2021 growth.
O2O Further Integrated: O2O (Online to Offline) home delivery services saw strong growth, with 57% of urban households using them for FMCG purchases in the first nine months of 2021.
OOH Continues to Rebound: Out-of-home Food and Beverage market in upper-tier cities grew by 4.4% YoY in Q3, driven by beer, packaged beverages, and on-premise drinks.
FMCG Total Growth: 3.6% YoY growth in Q3 2021.
Food Growth: 2.8% YoY, with growth in several categories.
Beverages Growth: 5.3% YoY, with some categories like alcoholic drinks and CSD showing growth.
Dairy Growth: 3.1% YoY, with notable growth in some regions.
Home Care Growth: 3.3% YoY, with mixed performance across regions.
Personal Care Growth: 4.7% YoY, with some regions showing strong growth.

China Taiwan

Strong Momentum from Food: Food category drove FMCG growth with a 3.1% YoY increase.
New Heights for Ecommerce: Ecommerce grew to 15% of total FMCG spending.
Personal Care Recovery: Increased focus on self-care led to growth in bodycare, hair treatment, and mouthwash.
FMCG Total Growth: 3.1% YoY.
Food Growth: -1.2% YoY, with some categories showing growth.
Beverages Growth: 6.4% YoY.
Dairy Growth: 3.9% YoY.
Home Care Growth: 4.9% YoY.
Personal Care Growth: 5.1% YoY.

South Korea

Living with Covid: Economic growth slowed to 0.3% in Q3, down from 0.8% in Q2.
Growth of OOH Drinks: Out-of-home drink consumption increased significantly, while in-home consumption decreased.
Fall in Demand for HMR: Demand for home meal replacement (HMR) dropped, but the market is expected to grow due to premiumisation.
FMCG Total Growth: 5.2% YoY.
Food Growth: 8.1% YoY.
Beverages Growth: 2.9% YoY.
Dairy Growth: 2.8% YoY.
Home Care Growth: -1.7% YoY.
Personal Care Growth: 7.6% YoY.

India (Urban)

Road to Economic Recovery: Q3 GDP growth reached 7.9%, with a forecast of 10–10.5% for FY22.
Change in Purchase Baskets: Growth in Q3 was similar to the previous year, but the categories driving growth shifted from hygiene products to chocolates, soft drinks, and cereals.
Increase in Shopping Trips: With the economy reopening, households increased shopping trips, mainly to supermarkets and kirana stores, while spend per trip remained stable.
FMCG Total Growth: 7% YoY.
Food Growth: 7.1% YoY.
Beverages Growth: 8.9% YoY.
Dairy Growth: 12.3% YoY.
Home Care Growth: 5.3% YoY.
Personal Care Growth: 7.2% YoY.

Saudi Arabia

Every FMOT Matters: With fewer shopping trips, brands must focus on the first moment of truth (FMOT) to influence consumer choices.
Have a Credible RTB: A strong reason to buy (RTB) is crucial for standing out in a competitive market.
Drive Promo Efficiency: Establishing win-win partnerships between manufacturers and retailers is key to long-term growth.
FMCG Total Growth: 7.1% YoY.
Food Growth: 7.1% YoY.
Beverages Growth: 6.8% YoY.
Dairy Growth: -0.5% YoY.
Home Care Growth: 0.5% YoY.
Personal Care Growth: 4.5% YoY.

United Arab Emirates

Every FMOT Matters: Similar to Saudi Arabia, the focus is on maximizing the first moment of truth.
Have a Credible RTB: Brands must provide clear reasons to buy to stand out.
Drive Promo Efficiency: Partnerships between manufacturers and retailers are essential for growth.
FMCG Total Growth: 3.4% YoY.
Food Growth: 3.4% YoY.
Beverages Growth: 3.2% YoY.
Dairy Growth: -10.6% YoY.
Home Care Growth: -9.9% YoY.
Personal Care Growth: 1.5% YoY.

Indonesia

2nd Wave Restriction: Economic recovery was slightly hindered due to stricter measures against the Delta variant, with GDP growing modestly at 3.5% YoY.
Online Beauty: Beauty sector grew significantly online, driven by skincare products like toners, face masks, and moisturizers.
FMCG Slowdown: 6% YoY growth, slower than the previous year.
FMCG Total Growth: -7.1% YoY.
Food Growth: -7.3% YoY.
Beverages Growth: 3.9% YoY.
Dairy Growth: -7.1% YoY.
Home Care Growth: -7.6% YoY.
Personal Care Growth: -4.6% YoY.

Malaysia

Deadly Covid-19: Economic recovery continued, with CSI and employment index above optimistic thresholds.
Impact of Lockdown: FMCG growth was slightly slower, with Beverages being the only sector that did not record growth.
Changing Channel Landscape: Online and supermarkets saw increased penetration, with convenience stores and e-commerce platforms gaining share.
FMCG Total Growth: 5.5% YoY.
Food Growth: 3.6% YoY.
Beverages Growth: -1.5% YoY.
Dairy Growth: 5.9% YoY.
Home Care Growth: -7.1% YoY.
Personal Care Growth: -9.9% YoY.

Thailand

Co-Pay for the Local Channels: The government subsidy program "Co-pay" supported local channels, leading to increased basket sizes and a shift in shopping behavior.
Pay More, Get More: A new subsidy program aimed at higher income groups was introduced, benefiting Modern Trade.
Selective & Stock Up: Consumers are buying larger baskets but not more categories or brands, showing selectivity.
FMCG Total Growth: 5.9% YoY.
Food Growth: 9.9% YoY.
Beverages Growth: -1.5% YoY.
Dairy Growth: -0.5% YoY.
Home Care Growth: -7.6% YoY.
Personal Care Growth: -4.6% YoY.

Philippines

Economic Expansion Mode: Despite the Delta variant and lockdowns, the economy outperformed the previous year.
Tightening Belts: Reduced FMCG spending due to fewer shopping trips.
Proximity Stores: Traditional trade and proximity stores remain preferred by households.
FMCG Total Growth: 3.4% YoY.
Food Growth: 3.4% YoY.
Beverages Growth: 3.9% YoY.
Dairy Growth: -1.5% YoY.
Home Care Growth: -4.6% YoY.
Personal Care Growth: -9.9% YoY.

Vietnam (Urban)

Economic Overview: A sharp GDP decline in Q3 due to the Wave 4 outbreak, coupled with increased CPI.
FMCG Slowdown: FMCG spending remained higher than normal due to increased packaged food purchases during lockdowns.
Convenience is King: Minimarket and online formats saw growth, while hyper-super and wet markets lost share due to operational disruptions.
FMCG Total Growth: 5.5% YoY.
Food Growth: 9.9% YoY.
Beverages Growth: -2.5% YoY.
Dairy Growth: -10.6% YoY.
Home Care Growth: 4.5% YoY.
Personal Care Growth: -9.9% YoY.

Vietnam (Rural)

FMCG Total Growth: 3.4% YoY.
Food Growth: 3.4% YoY.
Beverages Growth: -10.6% YoY.
Dairy Growth: -10.6% YoY.
Home Care Growth: -7.1% YoY.
Personal Care Growth: -9.9% YoY.

Key Themes

O2O Growth: Online to offline retail continues to grow significantly in China.
Economic Recovery: Many Asian countries are showing signs of economic recovery, but at varying paces.
Consumer Behavior Shifts: There is a shift toward fewer shopping trips and larger basket sizes, especially in regions like Thailand and Malaysia.
Impact of Pandemic: The pandemic has altered purchasing habits, with some categories (e.g., hygiene, food) experiencing shifts in demand.
Importance of RTB and FMOT: Brands must focus on creating a credible reason to buy (RTB) and maximizing the first moment of truth (FMOT) to compete effectively.
Channel Shifts: E-commerce and supermarkets are gaining traction, while traditional channels like wet markets and hyper-super are losing ground in some regions.

Conclusion

The FMCG market across Asia in Q3 2021 showed a mix of recovery, stagnation, and growth, influenced by the pandemic, lockdown measures, and evolving consumer behavior. While some regions like China and India showed strong growth, others like Indonesia and Vietnam experienced slowdowns. The key to success lies in adapting to changing consumer preferences, leveraging digital channels, and ensuring effective promotion strategies that resonate with shoppers.

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