Core Insights - The hair care market is experiencing a slowdown in growth in 2024, with a sales increase of only 1% year-on-year, despite a 6% rise in consumer purchase frequency, indicating a shift towards diversified demand and a new phase of product category transformation [1][3]. Group 1: Market Trends - The demand for hair care products is evolving, with consumers increasingly seeking upgraded functionalities and scientific hair care solutions, driven by the need for healthier hair [1][5]. - Consumers are moving from basic needs like dandruff control to more sophisticated requirements, with an average of at least two types of shampoos being purchased per person in 2024, particularly focusing on volumizing products [3][7]. Group 2: Consumer Behavior - Female consumers and men aged 15-34 are the primary drivers of growth in the volumizing segment, with female penetration rates increasing by 6 percentage points and male groups showing significant interest in self-image management [3][7]. - The trend of "scientific hair care" is emerging, where consumers are opting for a variety of products like conditioners and hair masks to address specific hair damage, moving beyond traditional shampoos [5][9]. Group 3: Product Innovation - Brands are focusing on ingredient innovation, with products incorporating advanced components like hyaluronic acid and salicylic acid gaining popularity, leading to significant sales growth in specific product lines [7][8]. - The introduction of new ingredients, such as selenium sulfide in anti-dandruff shampoos, is creating competitive advantages in the market, as consumers become more ingredient-conscious [8][10]. Group 4: Strategic Recommendations - Companies should leverage "ingredient technology" and "precise scenario targeting" to differentiate themselves in a slowing market, focusing on consumer demands for healthy hair [10][12]. - Utilizing AI-driven packaging recognition can help brands identify emerging ingredient trends and consumer preferences, enabling better product innovation and market positioning [9][10].

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].

Core Insights - The low-temperature yogurt market is experiencing a revival after five years of stagnation, with consumer numbers increasing since the second half of 2024, driven by health-oriented yogurt products [1][12] - Brands need to explore three health differentiation strategies to sustain growth in the low-temperature yogurt category [1] Health Attributes and Consumer Behavior - Probiotics, sugar-free, and low-fat options are mainstream health attributes in low-temperature yogurt, with increasing penetration rates. However, consumer trust in simple health claims is declining, with 46% of consumers frequently checking ingredient labels [2][5] - New regulations from the National Health Commission and the State Administration for Market Regulation prohibit vague marketing terms like "zero additives," pushing the industry towards transparency in ingredient content and third-party certifications [5] Market Trends and Consumer Needs - Consumer demand for beverages is diversifying, making product and scenario matching crucial for growth. Brands should refine health function positioning and offer "scenario-based solutions" to meet specific consumer needs [7] - Examples include Kashi's "Sugar Diary" targeting sugar management, with double-digit annual sales growth, and Jian Ai's "Body Knowledge" leveraging high survival rate probiotics, achieving over 30% annual consumer growth [7] Cultural and Localized Growth Opportunities - The rise of the "punk health" trend has increased young consumers' acceptance of "food as medicine," presenting growth opportunities for low-temperature yogurt. Traditional ingredients like red dates are being upgraded to enhance health perceptions [12] - Brands can leverage "food as medicine" as a cultural connection to transition low-temperature yogurt from a "nutritional beverage" to a "light health solution," tapping into localized growth potential [12] Strategic Recommendations - The competition in the low-temperature yogurt market is shifting from "single attribute addition" to "ecological value construction." Future strategies should focus on transparency in ingredients, granular scenario matching, and localized cultural narratives to create a three-dimensional growth logic of "trust - demand - recognition" [13][14]

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]

Core Insights - The article emphasizes the significant growth potential for Chinese brands in the fast-moving consumer goods (FMCG) sector, driven by increasing consumer recognition and demand for domestic products [1][2][3] - It highlights the importance of establishing brand value differentiation to enhance pricing power and market competitiveness [2][3] Group 1: Market Trends - The demand for domestic FMCG products is on the rise, reflecting a growing consumer recognition of Chinese brands [1] - The macroeconomic environment presents a unique opportunity for Chinese brands to expand over the next 3-5 years [1] - Health consciousness among Chinese consumers is high, with 67% actively seeking to improve their health, surpassing the global average by 12% [2] Group 2: Brand Strategy Recommendations - Chinese brands should focus on creating differentiation through cultural elements, as demonstrated by the perfume brand Wenxian, which integrates "Zen" aesthetics and local cultural resonance [1] - Brands need to identify and target specific consumer groups to establish a unique value proposition, enhancing their pricing power [2] - The article suggests that brands should design their product matrix strategically, assigning clear roles to each product to optimize resource allocation [3][7] Group 3: Product Management - Brands should evaluate the contribution of each product to user growth and market share, focusing on those that drive incremental user acquisition [8][12] - It is recommended to streamline product offerings to avoid resource dilution, ensuring that a limited number of products can meet the majority of consumer needs [7][12] - The article stresses the importance of balancing new channel exploration with existing channel efficiency to maximize market performance [13][15]

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， ...

Core Viewpoint - The FBIF2025 Food and Beverage Innovation Forum and FBIF Food Innovation Exhibition will be held from May 8-10, 2025, in Shanghai, focusing on industry trends and innovation across various product categories such as dairy, snacks, baking, and beverages [1]. Group 1: Event Details - The forum will discuss industry trends and innovation cases from different perspectives, including product categories, industry strategy, functional ingredients, marketing, channels, packaging, and product development [1]. - The event will feature the new FBIF Wow Food Innovation Award 2025 ceremony and an exhibition covering over 62,000 square meters [1]. Group 2: Key Speakers and Insights - Marcy Kou, Managing Director of Kantar Consumer Index Asia, will present insights on successful dairy concepts that resonate with consumers, based on real consumer insights from the global and Asia-Pacific markets [1]. - Zhao Hui, General Manager of Kantar Consumer Index North China, will chair the second day of the dairy innovation forum, focusing on innovative paths in the dairy industry to help companies discover new growth points in a complex market environment [4][6].