Group 1 - The core viewpoint of the article emphasizes the shift towards omnichannel consumption, where traditional channels face pressure while emerging channels rise, and private labels show significant growth potential [1] - In terms of product categories, low-temperature yogurt is experiencing a recovery due to health differentiation, while liquid soap is growing against the backdrop of a sluggish personal care market [1] - The article encourages a deep understanding of channel transformation and product innovation logic to activate new market growth [1] Group 2 - The article mentions the availability of in-depth channel insights condensed into a 2-minute audio format, allowing for flexible learning in various scenarios [3] - It highlights the 20-minute micro-sharing series available on the Kantar Consumer Index video account, providing further insights into retail trends [8]

Core Viewpoint - The liquid soap category is emerging as a significant growth segment in the personal care market, driven by consumer demand for convenience, health, and quality, amidst a generally declining market for traditional personal cleaning products [1][2]. Market Dynamics - Liquid soap occupies a unique position between traditional solid soap and shower gel, offering convenience through pump or squeeze bottle designs, and combining cleaning power with gentleness [2]. - The overall personal cleaning market in China is experiencing a downward trend, with liquid soap sales growing by 55% year-on-year, making it the fastest-growing subcategory in personal care [2]. Growth Opportunities - Two strategic opportunities are identified for liquid soap: 1. Replacement of traditional soap by consumers, creating a space for market share growth 2. Expansion into new consumer segments seeking multifunctional products [5]. - The penetration rate of liquid soap is increasing, with a 45% year-on-year growth in households purchasing liquid soap in 2024 [5]. Health and Consumer Trends - Health is a top priority for Chinese consumers, with 62% actively seeking to improve their health, leading to a shift from implicit anxiety to explicit investment in health products [6]. - Liquid soap, often made with amino acid surfactants or plant extracts, aligns with health-conscious consumer preferences, particularly for sensitive skin [6]. - The average price of liquid soap is 0.058 yuan per gram, reflecting an 18% premium over traditional soap, indicating consumer willingness to pay for quality and health benefits [6]. Environmental Considerations - The push for low-carbon packaging and recyclable designs aligns with both EU regulations and China's dual carbon goals, enhancing the appeal of liquid soap among environmentally conscious consumers [6]. Channel Dynamics - The market is shifting towards a "dual-driven, structural reshaping" model, with online channels becoming the primary purchasing method for liquid soap, showing a 47% year-on-year growth in online sales [7]. - Interest e-commerce platforms like Douyin lead in consumer preference, while offline small-format retail channels are also experiencing significant growth, with a 122% increase in liquid soap sales [8]. Consumer Segmentation - High-income households are becoming the core consumer group for liquid soap, contributing over 40% of market share, with young families and older households showing strong purchasing tendencies [9]. - Young families prioritize health benefits, while older consumers appreciate the convenience of pump designs [9]. Competitive Landscape - The competitive landscape is evolving with three key trends: 1. Technological breakthroughs, such as the use of encapsulation technology for effective antibacterial properties [10]. 2. Scenario-based product offerings, providing multifunctional uses [10]. 3. Value symbolism through cultural collaborations and customization for high-net-worth individuals [10]. - Despite the growth, 70% of products still focus on basic antibacterial functions, highlighting the need for differentiation through innovation and emotional resonance [10]. Future Outlook - Traditional soap will continue to dominate in price-sensitive markets, but the trend towards premium, functional, and eco-friendly liquid soap is irreversible [11]. - The application boundaries for liquid soap are expected to expand beyond traditional uses, driving further market penetration and growth [11].

低温酸奶，在经历了5年低迷后迎来了回暖，其消费者数量从202 4年下半年开始同比持续 提升，并带动品类消费量和销售额的正向增长。这与带有健康属性加持的酸奶产品息息相 关。 如何能把握住这个健康赛道，让品类持续增长，成为各品牌需要进一步研究的课题。消费 者指数(Wo rl d p a n e l)认为可以 从三大健康差异化战略着手，深挖消费者之需，激活低温酸 奶的消费群体 。 益生菌、无糖、低脂等是在低温酸奶品类中主流的健康属性，其渗透率在持续增长。品牌 通常通过包装正面的文字标识传递产品属性，但随着消费者决策日趋理性，对单纯"健康宣 称"的信任度逐渐下降。2024年消费者指数《Wh o Ca r e s Who Doe s》研究显示， 46% 的 消费者"经常/总是会"查看食品成分表及营养成分，凸显对真实成分的关注。 今年3月国家卫健委与市场监督管理总局发布新规，明确禁止食品标识使用"零添加"等模 糊宣传用语，倒逼行业以具体成分含量和第三方权威认证与消费者建立信任。因此，在消 费者健康关注度与监管力度双提升的背景下，以 成分透明化+专业背书 替代营销话术，是 低温酸奶持续建立消费者信任的首要任务，也是切入健康 ...

Core Insights - The fast-moving consumer goods (FMCG) market in urban China experienced a positive start in Q1 2025, with a year-on-year sales increase of 4.2% [1] - Consumption in lower-tier cities grew by 5.9%, driven by festive holidays and family visits, with town-level markets growing over 10% [2] - The Spring Festival effect significantly boosted sales in various categories, particularly beverages and seasonings, with homecare categories also showing a 7.3% increase [3] Market Performance - The dairy category showed a relative weakness in Q1 2025, although the decline was less severe than in the previous year [4] - Imported product sales decreased by 1.7% year-on-year, with average household spending and purchase prices also declining [5] - The out-of-home consumption market thrived, with a 10% year-on-year increase across tier 1-5 cities, particularly in sports and amusement venues [6] Offline Channels - Community grocery stores outperformed other modern trade formats, with a 2.4% increase in sales, driven by small supermarkets [7] - Small supermarkets in lower-tier cities saw significant growth during the Spring Festival, while hypermarkets experienced a narrowed decline of 0.9% [8] - Community grocery stores grew by 8.1% year-on-year, benefiting from high-frequency consumption and proximity to residential areas [9] Retailer Strategies - Leading retailers like Walmart and Hema increased their market share, with Hema focusing on community-based discount business [10][13] - Regional retailers like Huangshang Group achieved double-digit sales growth by tailoring strategies to local consumer demands [15] - Discount retailing continued to thrive, with discount snack stores achieving an 18% penetration rate, particularly in the South region [17] Online Channels - Online retail sales of physical goods increased by 5.7%, with significant growth in penetration rates for major e-commerce platforms, especially Douyin [22] - JD Group enhanced its market share through its Jingxi platform, focusing on high-frequency consumer categories and achieving a 1.5 percentage point increase in penetration [24][25] - Interest-based e-commerce platforms like Xiaohongshu grew by innovating content recommendation and instant conversion models, achieving a 0.5 percentage point increase in penetration [27][28] Overall Market Outlook - The FMCG market in China is off to a good start in 2025, but faces challenges such as intensified competition and insufficient demand [29] - Retailers are encouraged to focus on consumer needs and adopt omnichannel strategies to navigate market changes [29] - Community grocery stores and discount retailers are key players in the evolving market landscape, with Aldi expanding its presence in the Yangtze River Delta [30]

Core Insights - The rise of private labels is significantly impacting the retail landscape in China, with over 45% of Chinese consumers having purchased private label products at least once by 2024 [2][5] - The growth of private labels is primarily driven by the European market, which accounts for nearly 70% of the global increase, indicating potential for further expansion in the Asian market [2][5] Group 1: Market Contribution and Trends - Private labels are increasingly contributing to the fast-moving consumer goods (FMCG) market, with a notable rise in their share within consumer shopping baskets [5] - Categories such as food and beverages, as well as household cleaning products, are becoming the main battlegrounds for private labels, with higher penetration rates in beverages, snacks, and paper products [8] Group 2: Consumer Behavior and Preferences - The purchasing logic of consumers regarding private labels is shifting from merely seeking low prices to also desiring a sense of quality and sophistication [12] - Younger single individuals or couples, as well as adult families, are the primary consumers of private labels, with younger consumers focusing on product ingredients and experiences, while families prioritize cost-effectiveness and convenience [16] Group 3: Retailer Strategies and Market Dynamics - Retailers are evolving from being mere sales channels to becoming brand owners, deeply involved in product development and market definition, which is reshaping the competitive landscape [18] - Manufacturers face a critical choice: to compete directly with private labels on the shelf or to restructure their collaboration with retailers to optimize product offerings that meet consumer needs [18]

从年初的《哪吒》霸榜、De e pSe e k震撼人工智能领域，到关税新政引发的全球产业链震 荡，2025年的开局充满了戏剧性。2025年恰逢"中国制造战略"的收官之年，十年的锤炼已 使中国制造脱胎换骨，在产品的品质上不仅能与进口产品比肩，甚至有望超越。 在我们最新发布的 《快速消费品2025年第一季度报告》 （点击文字下载报告） 中，一组数 据尤为引人注目： 国内消费者对国产快消品的需求持续上升 ，这反映出 消费者对国货的 认同感不断增强 。当前的宏观环境，恰恰为中国品牌提供了百年不遇之发展契机。 预 计 未来3- 5年，中国品牌的增长空间将持续扩大 。 2 0 2 5年5月1 0日是第9个中国品牌日，值此我们想为中国快消品牌（尤其是中小品牌）提三 点建议： 目前，中国品牌在许多品类中仍以亲民价格为卖点，与国际品牌在溢价能力上存在差距。 然而，部分中国品牌已跳出"低价竞争"，通过"东方文化元素"成功塑造差异性，建立本土 共鸣。例如，香水品牌闻献以"禅酷"美学为核心，采用全黑极简包装和青铜器灵感香具， 首创"夜庙系列"香水，以高香精浓度升级感官体验。品牌还在上海打造"夜庙"概念店，提 供沉浸式香道仪式，将东方 ...

2025年第三期消费洞察集锦 本期洞察集锦涵盖2025年一季度消费市场最新概览以及从人群细分看健康赛道的新机遇； 品类方面，新方便食品在平价化浪潮中寻找差异化破局点；品牌出海方面，亚洲快速消费 品市场2024年第四季度的增速有所回落。我们精选了7篇核心洞察，为品牌商与零售商提 供战略抓手。 更多细分板块洞察，可查看我们视频号20分钟微分享系列的回放。 （点击相关链接获取完整文章内容） 品牌出海 专家服务解决方案 消费大盘 品类消费纵观 20分钟微分享系列 点击图片进入小程序下载相关分享报告 欢迎关注【凯度消费者指数视频号】观看最新系列话题。 ...

在当今中国的快消品零售市场，绝大多数消费者都是全渠道消费者。根据凯度消费者指数 家庭样组数据显示，一个典型中国消费者每年在 超过7个 购物渠道购买过快消品。 全渠道购物 行为持续演进，消费者渠道选择多元化 在消费者的全渠道购物行为背后，线上线下双轨并行深度演化。自2019年以来，整体线上 持续裂变生长，消费者在一年内购买过快消品的电商平台的平均数量突破4个，线下渠道平 均数量保持3个以上。在这平均7个渠道的数字背后， 传统电商及线下商超承压，会员店、 零食店及抖音等新兴势力的重要性持续上升 。 0 1 "以人为本"是渠道变迁的底层驱动力 0 2 造就快消品零售渠道百花齐放的局面的核心驱动力是什么？ 从三十年前百货商超的"大而全"货架，到二十年前便利店与电商的便利性革命，再到当下 个性化消费场景的爆发，渠道彻底进入"极致分化"阶段；这些变革背后，都是 消费者需求 的持续迭代 以及生意需要 "以人为本" 的核心在市场中的演绎。 首 先 ， 品 质 与 情 绪 价 值 的 追 求 推 动 体 验 升 级 。 胖 东 来 通 过 极 致 的 服 务 细 节 和 " 无 理 由 宠 溺"政策，将购物体验升华为情感共鸣， ...

以 "稳拓新域" 为主题， FBIF2025食品饮料创新论坛及FBIF食品创新展（FBIF超级选 品会）将于20 2 5年5月8- 10日在国家会展中心（上海）举办 。论坛将从乳品、零食、烘 焙、饮料等产品品类，以及行业战略、功能性配料、营销、渠道、包装、产品开发等不同 角度讨论行业趋势及创新案例，并携全新版FBIF Wow食品创新奖2 0 2 5颁奖仪式及超过 6 2 000平方米的FBIF食品创新展，交流行业创新。 在乳品品类竞争白热化的当下，哪些消费概念能真正撬动 全球市场 ？ 消 费 者 买 单 的 背 后，隐藏着哪些共性行为？ 凯 度 消 费 者 指 数 亚 洲 区 执 行 董 事 总 经 理 Marcy Kou ， 拥 有 3 1 年 数 据 营 销 与 市 场 调 研 经 验，将登上FBIF2 0 2 5乳品创新论坛的演讲台，基于 全球、亚太消费市场 的真实消费者 洞察， 解读那些成功打动消费者的乳品概念，带您探寻"爆品"的全球通用密码 。 乳品创新分论坛分享嘉宾 同时， 凯度消费者指数中国北方区总经理赵晖 将担任 5月9日（乳品创新第二天场次）的 主席 ，与行业同仁共同深入探讨乳品行业的创新路 ...

要实现户外广告"品效协同"的真正落地，品牌需要科学的评估体系支持。 凯度消费者指数推出 消费者媒介影响力之户外媒体LBS加强版 ，以运营商基站定位技术 为核心，结合跨渠道购买行为数据，为户外广告提供透明化评估： ● 地理围栏精准锁定曝光 ：基于广告点位划定地理围栏，实时捕捉目标人群的停留时长， 确保触达真实性。 ● 购买行为数据打通 ：通过加密设备号匹配户外广告（及跨媒体）曝光，并打通同源样本 的全渠道购买记录，在复杂的媒介接触中精准拆分不同广告的贡献。 ● 科学模型量化效果 ：聚焦渗透率、全渠道消费、新客占比等核心指标，直接关联户外广 告与品牌生意增长，为优化媒介组合提供科学依据。 1 . 真实触达，透明归因 中 国 媒 体 广 告 市 场 在 经 济 复 苏 和 技 术 创 新 的 推 动 下 ， 呈 现 稳 定 增 长 ， 广 告 触 点 也 日 益 复 杂。如何让广告的"品效协同"从理论走向实践，成为品牌亟待解决的课题之一。广告主对 户外广告的真实效果评估同样面临挑战： ● 数据割裂 ：曝光人群与购买转化人群难以匹配，无法还原从"看到广告"到"实际消费"的 真实链路。 ● 多触点干扰 ：消费者同时接触 ...