作为新增长引擎之一， 湿厕纸 表现出色，根据Worl dpa ne l消费者指数家庭样组数据：截 至2 0 2 5年1 0月3日的5 2周， 湿厕纸销售额同比增长3 5% ，贡献了生活用纸整体增长额的 3 0%。消费人群的稳步扩大，形成了持续的增长动力：湿厕纸渗透率从2023年的13%增长 至最近一年的 2 2% 。同时，消费者也买得更加频繁，重复购买的顾客也显著增加。 消费者对湿厕纸的适应需要一个需求变化的过程，并非直接替代传统的干卫生纸。湿厕纸 从经期的护理、旅行外出等特殊的 需求场景切入 ，再延伸到 日常生活的场景 。产品能够 有越多适用的场景，就越能引导消费者形成使用习惯，从而推动消费者从尝试到习惯的消 费行为转变。 从消费者画像来看， 年轻无孩家庭 和 成年家庭 是湿厕纸的核心客群。数据表明，他们对 该品类的购买倾向指数分别达到1 4 6和117。这两群消费者也是驱动市场增长的主要客群， 截 至 2 0 2 5 年 10 月 3 日 的 5 2 周 ， 他 们 的 销 额 增 速 均 超 过 43% ， 明 显 高 于 整 体 消 费 者 增 速 水 平。 同时，这两类家庭有更高的消费能力， 户均花 ...

母 婴 行 业 " 达 沃 斯 论 坛 "—— 第 12 届 CBIS 大 会 于 12 月 12 日 在 北 京 盛 大 举 办 。 本 届 大 会 以 "智·创未来" 为核心主题，汇聚婴童产业全链条标杆品牌力量，涵盖奶粉、营养品、洗护 用品等核心品类，及前沿科技与服务品牌，共同构建深度对话、探寻趋势、驱动增长的顶 级产业生态圈。 Wo r ldpane l消费者指数中国区总经理李嵘 受邀出席本次盛会，并分享了以 "洞察新世代 消费行为变化，挖掘母婴品类增长新动能" 的主题的演讲，深度解析当前母婴消费市场的 核心变化，与现场嘉宾共绘母婴产业高质量发展新蓝图。 在本届大会的原点奖颁奖环节， Wor ldpane l消费者指数 （在中国隶属于CTR） 凭借在 母婴市场研究领域的专业积淀、持续的价值输出及广泛的行业认可，蝉联CBIS原点奖 "年 度服务机构奖" 。 这一荣誉不仅是对我们过往成果的肯定，更是对我们深耕母婴赛道、助 力品牌成长的激励。作为长期聚焦消费市场的专业研究机构，Wo rl d p a n e l消费者指数始终 以消费者真实购买数据为基石，为品牌提供精准、全面的市场参考。 Wo r ldpane ...

Core Insights - The Chinese fast-moving consumer goods (FMCG) market is stabilizing after a slow start in 2024, with total FMCG spending growing by 1.3% year-to-date (YTD Q3 2025), driven by a 3.8% increase in volume and a 2.4% decline in average selling price (ASP) [3][4]. Market Growth Dynamics - Growth in FMCG spending moderated from 2.7% in Q1 to 0.7% in Q2 and 0.4% in Q3, with volume being the main growth driver while deflation eased from a 3.4% drop in FY 2023-24 to a 2.4% drop in YTD Q3 2025 [4][5]. - Tier 3-5 cities contributed approximately 80% of total FMCG market expansion in 2025, with volumes increasing by 4-6% despite a 2-3% decline in prices, driven by urbanization and resilient local consumption [6][9]. Consumer Behavior and Channel Dynamics - Consumers in lower-tier markets are benefiting from lower living costs and improved access to modern trade, with online-to-offline (O2O) channels enhancing purchase frequency and category breadth [9]. - Small-format retail, including snack stores and community supermarkets, has emerged as a key growth engine, allowing brands to reach new consumers more effectively [9]. - Membership-based retailers, snack-collection chains, and discount formats have seen significant growth, with year-on-year increases of 40%, 51%, and 92% respectively, reflecting a consumer focus on value and convenience [12]. Category Performance - Packaged food led sales value growth at 3.4%, followed closely by home care at 3.3%. Personal care grew by 1.1%, while beverages declined by 1.1% due to price competition [10]. - Instant noodles (+5.9%) and nutrition supplements (+5.3%) gained traction, while juice (+19.2%) led the beverage category as consumers opted for healthier options. Conversely, milk (–6.4%) and yogurt (–5.8%) faced challenges due to oversupply [11]. Retailer Strategies and Trends - Private-label products accounted for 2% of FMCG sales in YTD Q3 2025, marking a 44% growth over the past two years, as retailers expand their private-label portfolios to capture consumer demand [16][17]. - The C.O.R.E. framework (Circumstances, Offerings, Routes, Execution) is introduced as a strategy for brands to achieve sustainable growth by understanding consumer demand triggers and tailoring offerings accordingly [17]. Conclusion - As consumption occasions diversify, brands that understand consumer behavior and adapt their strategies will be best positioned for success in the evolving FMCG landscape in China [18].

Core Insights - The report indicates that the Chinese fast-moving consumer goods (FMCG) market is stabilizing in 2025 after a flat performance in 2024, with a year-on-year sales growth of 1.3% in the first three quarters, driven by a 3.8% increase in volume, while average prices decreased by 2.4% [3][4] - The growth in the FMCG market is primarily attributed to lower-tier cities, which accounted for nearly 80% of the growth, with sales in these markets increasing by 4-6% year-on-year [4][7] - The report highlights a shift in consumer behavior towards valuing quality and price-performance ratio over merely seeking low prices, indicating a structural adjustment in the market [3][4] Market Dynamics - The packaging food category experienced the fastest growth, with an overall sales increase of 3.4%, driven by stable demand for core staple foods and snacks [8] - Household care products saw a sales increase of 3.3%, attributed to stable cleaning habits and innovative products, while personal care grew by 1.1% [8] - Beverage sales declined by 1.1%, influenced by intensified competition and the impact of ready-to-drink beverages [8][9] Channel Trends - New retail formats such as warehouse membership stores, snack collection stores, and discount stores are rapidly expanding, with growth rates of 40%, 51%, and 92% respectively, reflecting consumer preference for high cost-performance and convenience [10] - Instant retail O2O channels reversed last year's decline, showing a year-on-year growth of 7.9% in the third quarter, driven by the popularity of delivery services and increased product variety [10] - E-commerce channels, particularly social e-commerce and platforms emphasizing cost-performance, continue to gain market share, with Douyin and Pinduoduo together accounting for over 40% of FMCG e-commerce sales [13] Strategic Recommendations - The report suggests that retailers are increasingly taking on roles traditionally held by brand manufacturers, accelerating the development of private labels, which have seen an average annual growth of 44% over the past two years [14] - The "C.O.R.E." strategic framework proposed by Bain aims to help brand manufacturers achieve sustainable growth by focusing on demand systems, product offerings, channel routes, and execution [14][15] - Brands must redefine their relationships with retailers and platforms, viewing each channel as an ecosystem for innovation and value co-creation to seize opportunities in the evolving FMCG market [14][15]

Core Insights - The article highlights that 28 leading FMCG companies in China have successfully penetrated over 100 million urban and town households, indicating a competitive landscape where capturing consumer attention is crucial [2][10]. Group 1: Market Penetration and Growth - The 28 FMCG leaders collectively added 2.13 million new urban/town buying households, reflecting a mean increase of 0.8% year-on-year [2]. - Vinda Group exhibited the highest growth rate at 10.4%, while other companies like Wahaha, Nongfu Spring, Orion, and Uni-President also reported significant gains [2][3]. - The top five fastest-growing manufacturers expanded their consumer base primarily by targeting lower-tier markets, with Vinda gaining 13.59 million new households from tier-3 to tier-6 cities and towns [11][13]. Group 2: Consumer Trends and Preferences - Consumers are increasingly rational, seeking tangible returns for their spending, which has led companies to tailor products to meet diverse demographic needs [6][10]. - Health consciousness is rising among consumers, driving demand for zero-sugar beverages and 100% fruit juices, with Nongfu Spring's products attracting millions of new households [6][10]. - The demand for convenience and specialized products is evident, as seen in Vinda's success with various tissue products that cater to specific consumer needs [5][10]. Group 3: Retail Landscape and Strategies - The retail environment in China is evolving towards greater diversity and personalization, necessitating an omnichannel strategy for manufacturers [7][10]. - Despite flat overall penetration in offline and e-commerce channels, specific segments like snack-discount stores and membership stores have seen significant growth, with snack-discount stores increasing by 7.3 percentage points [8][9]. - The penetration of Douyin's in-app mall has risen by over five percentage points, indicating a shift in consumer shopping behavior towards social commerce [8][9]. Group 4: Economic and Market Dynamics - Urban sales across various tiers showed a year-on-year increase of 1.8%, with township markets experiencing the highest growth at 4.2% [10]. - The national policy is increasingly favoring lower-tier markets, which are becoming vital for future growth in the FMCG sector [10][11].

2025年第九期消费洞察集锦 本期，我们精选10篇深度洞察文章，聚焦Worldpanel消费者指数近期发布的快速消费品市 场相关洞察。内容具体包含消费大盘解读、系列文章精选、品类消费纵观、品牌出海洞察 以及专家服务案例。 我们围绕近期多个行业热点展开分析： 2026年春节 快消增量哪里寻？28家 过亿厂商 如何 持续吸引新客？ 脱口秀 笑声背后，消费者购买行为如何分化？ 不同的单身人群 和 不同渠 道业态 之间都有哪些差异？这些核心问题，都能在本期洞察中找到专业解析。 更多精彩解读，欢迎关注Worldpanel消费者指数视频号，回顾完整线上分享内容。 （点击相关链接获取完整文章内容） 消费大盘 点击获取《2025年前三季度中国快消市场概览》 系列洞察文章 品类消费纵观 品牌出海 点击获取《全渠道解读2025年春节消费》 专家服务解决方案 零售快报2025P10 Worldpanel消费者指数视频号 欢迎关注 【Worldpanel消费者指数视频号】 观看相关内容 ...

Core Insights - The Spring Festival is a critical strategic node for the fast-moving consumer goods (FMCG) market, representing a significant opportunity for manufacturers to boost performance and capture market share [1][3] - Data indicates that approximately 20% of annual sales will occur during the Spring Festival period in 2024, with sales during the 2025 festival reaching a six-year historical high [1] Consumer Behavior Trends - The 2025 Spring Festival saw a 5.9% year-on-year increase in FMCG sales, driven primarily by an increase in purchase frequency, while the average purchase amount remained stable compared to 2024 [4] - Consumers continued to exhibit high-frequency and rational purchasing behaviors during the Spring Festival, particularly in categories such as food, beverages, dairy products, household cleaning, and personal care [4][5] Category Consumption Shifts - There is a notable trend of consumers increasingly purchasing items related to dining during the Spring Festival, indicating that brands need to focus on product combination strategies to meet consumer demands [5] - The report highlights that consumers who purchased cookies during the 2024 Spring Festival also tended to buy alcoholic beverages, traditional Asian drinks, nuts, and chocolates, suggesting a pattern of cross-category consumption [5] Out-of-Home Consumption - Out-of-home consumption is gaining importance during the Spring Festival, with a 10% year-on-year increase in foot traffic during the 2025 festival [6] - Key out-of-home consumption scenarios include gatherings with friends and family, as well as increased traffic in sports and entertainment venues [6] Gifting Trends - The gifting market during the Spring Festival remains stable, with a notable increase in sales for essential items (rice, cooking oil), leisure items (cookies, snacks, alcohol), and health-related products (nuts, health supplements) [7] - In 2025, gifting sales grew by 12.1%, with the average number of gift categories increasing from 5.1 to 5.4, indicating a trend towards more diverse and personalized gifting options [7] Channel Preferences - The report emphasizes the importance of understanding consumer channel preferences during the Spring Festival, which can provide insights into market dynamics and consumer behavior [8]

Core Insights - In today's fragmented market, attracting consumers is crucial for winning market share, with brand market position highly correlated to penetration rates [1] - The latest data shows that 28 leading FMCG companies have over 100 million purchasing households in urban China, with a total increase of 2.13 million households year-on-year, averaging a growth rate of 0.8% [1] Group 1: Company Performance - Vinda Group achieved significant growth with an increase of 10.4% in purchasing households [1] - Other companies with notable growth include Wahaha Group, Nongfu Spring, Orion, and Uni-President [1] - The top 28 companies collectively saw an increase in urban purchasing households, with specific companies like Yili and Mengniu showing varied performance in household numbers [2][3] Group 2: Consumer Trends - Chinese consumers are becoming more rational, seeking effective spending while meeting product performance and emotional value [3] - The demand for health-oriented products is rising, with sugar-free tea and 100% juice products gaining popularity [5] - The trend towards fitness and exercise is reflected in the popularity of sports and functional beverages [5] Group 3: Market Dynamics - The market is experiencing a shift towards diversified and personalized retail channels, with significant growth in snack stores and membership stores [6] - The penetration rates for snack stores increased by 7.3 percentage points, while membership stores saw a rise of about 5 percentage points [6] - E-commerce platforms like Douyin are also expanding, with penetration rates increasing by over 5 percentage points [6] Group 4: Downstream Market Expansion - The downward market is becoming a key growth engine for the Chinese economy, with significant sales growth in lower-tier cities [7] - The sales growth in first to sixth-tier cities was 1.8%, with town-level markets experiencing a remarkable growth rate of 4.2% [7] - Companies like Vinda and Wahaha are actively expanding their consumer base in lower-tier markets, with a substantial portion of their new households coming from these areas [7] Group 5: Strategic Insights - Expanding consumer penetration is essential for driving growth in a competitive market [10] - Companies need to deeply understand consumer needs and leverage new consumption scenarios and emerging channel opportunities to achieve sustainable growth [10]

Core Insights - The article highlights the steady growth of regional chain retail in the context of rapid omnichannel development, emphasizing their unique approach of "community convenience" and "localization" rather than pursuing rapid scale expansion or engaging in price wars [1] Group 1: Market Performance - Regional retailers have shown a 21% year-on-year sales growth as of June 13, 2025, primarily driven by increased penetration rates, indicating potential for further development [1] - The frequency index for fast-moving consumer goods (FMCG) purchases in regional chain retail is 105, while the single purchase volume index is 84, reflecting a trend of frequent but smaller purchases [4] Group 2: Consumer Demographics - The core customer group for regional chain retail consists of middle-aged and elderly families (aged 45 and above), with a buyer index of 108, focusing on essential living needs [6] - These families show a higher consumption of cooking essentials, with spending on condiments and rice being 1.2 times that of the top five national retailers [6] Group 3: Regional Performance - In terms of sales distribution, the Western and Northern regions account for approximately 6% and 5% of sales, respectively, while the Eastern region shows a growth rate of 6.8%, driven by increased penetration [8] - Notable performers in the Eastern region include Hejiafu Supermarket with a 17.7% growth rate and Pang Donglai with a remarkable 41.0% growth, both challenging the perception that regional chains are synonymous with low prices [8] Group 4: Strategic Insights - Regional chain retailers are enhancing their market position through private labels and experiential upgrades, creating opportunities for brand collaboration and targeted product offerings [11] - The Price Packaging Optimization (PPE) tool assists brands in identifying high-potential market segments by analyzing consumer preferences for price and packaging combinations [11][12] Group 5: Competitive Landscape - The growth of regional retailers such as Pang Donglai and Hejiafu demonstrates that higher average price indices (109 and 123, respectively) can coexist with significant growth, countering the notion that low prices are the only path to success [8][9] - In the Northern region, the retailer Biyoute achieved a growth rate of 45.4%, focusing on discount strategies while maintaining quality through optimized SKU and supply chain management [9]

Core Insights - The fast-moving consumer goods (FMCG) market in urban China showed a 2% year-on-year sales growth in the first three quarters of 2025, with beverages leading the growth while dairy products faced challenges [1] - Final consumption expenditure contributed 53.5% to economic growth, driving GDP growth by 2.8 percentage points [2] - Online channels experienced a 7% year-on-year sales growth, with major e-commerce platforms like Douyin and JD.com showing positive performance [10][12] Group 1: FMCG Market Performance - Urban China's FMCG market achieved a 2% year-on-year sales growth in the first three quarters of 2025, with beverages leading the growth [1] - Dairy products faced significant challenges, with declines in both purchase frequency and spend per trip [1] - Lower-tier cities remained key growth engines, with sales in town and county markets growing by 4.1% and 3.6% respectively [1] Group 2: Retailer Performance - Walmart Group's market share increased by 1 percentage point, driven by Sam's Club and community store formats [6] - Hema's overall share increased by 0.4 percentage points, with its ChaoHesuan format driving growth through value-for-money offerings [6] - The SPAR Group achieved significant growth in the East region, with its discount store model becoming a key growth driver [6] Group 3: Discount Store Format - The penetration of discount snack stores exceeded 31% in the first three quarters of 2025, with a notable increase in the West region [7] - Comprehensive discount stores saw a 2.3 percentage points year-on-year increase in penetration, driven by major players expanding their offerings [8] - Wumart Group accelerated its transition to a hard discount format, leveraging its existing store network [9] Group 4: Online Channels - Online channels demonstrated steady performance with a 7% year-on-year sales growth [10] - Douyin's penetration increased by 5.1 percentage points, reaching close to 50%, with significant growth in town-level markets [12] - Xiaohongshu's penetration reached 1.7%, reflecting its unique content community platform's effectiveness [13] Group 5: Private Label Development - Over 48% of Chinese urban households purchased private label products, an increase of 10 percentage points year-on-year [17] - Retailers are enhancing control over product supply chains to optimize costs and improve price advantages for private labels [17] - Traditional supermarkets and online platforms are actively promoting private label development to strengthen consumer loyalty [18]