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]

Group 1 - The article provides insights into the consumer market overview for Q1 2025, highlighting new opportunities in the health sector through demographic segmentation [1] - It discusses the trend of new convenience foods seeking differentiation amidst a wave of affordability [1] - The growth rate of the Asian fast-moving consumer goods market is expected to slow down in Q4 2024 [1] Group 2 - The article features seven core insights aimed at providing strategic guidance for brand owners and retailers [1] - Additional insights can be accessed through a 20-minute video series available on the company's platform [1]

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].

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 ...

凯 度 消 费 者 指 数 （ 在 中 国 隶 属 于 CTR ） 最 新 发 布 的 报 告 显 示 ， 中 国 城 镇 快 速 消 费 品 （FMCG）市场在2025年的一季度以 积极态势 开局，销售额同比增长 4.2% 。 从城市级别来看，受节庆氛围和返乡探亲潮带动，下线城市的消费增长达5.9%，其中， 镇级市场 增长超1 0%。区域上， 北区 消费增长最为显著，较去年同期增长超过7%。 2 0 2 5年一季度，进口产品*的销售额同比下降1 . 7%，消费者在选购进口产品时的户均花费 和购买均价都有所下滑。从各市场来看，美国、法国和日本是消费者选购进口产品的前三 大市场，但与同期相比，这些市场的销售额增速均有不同程度的下滑。 个性化、多元化的消费场景为家外消费市场注入更多活力，凯度消费者指数家外的数据显 示，2025年开年，家外消费市场持续繁荣，在全国1- 5线城市， 客流同比增长1 0% ，其中 运动场所和娱乐场所等外出的消费场景客流增长明显。 【视频号直播预告】 5月8日，下午4点，2 0分钟线上微分享 一季度快速消费品市场纵览 2 025年一季度中国快速消费品市场会出现哪些新的变化？ 线下渠道： ...

新方便食品 凭借自身的品质、高端、多样特性，在过去几年迎来了快速扩张的窗口期。 螺蛳粉、自热火锅等产品以差异化定位撕开方便食品市场的缺口，通过锁定年轻族群的"宅家精 致饮食"需求，借势直播电商内容种草，成为了不可或缺的"正餐代替"。 然而，伴随消费市场回归理性，新方便食品也进入了内忧外患的境地：内有消费者需求收缩， 外有外卖行业卷破低价和传统方便面行业的品质创新升级，使新方便食品亟需找到未来突破的 平衡点。 市场趋势 高端退潮，平价崛起 凯度消费者指数全国家内消费样组数据显示，渗透率已接近6 0%的中国新方便食品市场在2 0 2 4 年的销额同比下滑了9%，其中主要影响来源于购买均价的下滑。 平价化趋势下， 新方便食品的机会点在哪里？ 核心在于消费者的需求在迭代，市场格局在重塑。品牌可从以下三点着眼。 机会点一 口味需求——从"网红爆款"到"多元细分" 在品类均价下滑的背后， 新方便食品各子类呈现出高价下滑，低价成长的趋势 。 新 方 便 食 品 正在经历从"高端突围"到"平价回归"的震荡。 数据显示，新方便食品各子品类的高价产品（如单价2 0元以上的自热火锅、米饭等）销量下降 显著，而 平价产品逆势提升 ， ...

健康消费已成为新潮流！凯度消费者指数2 0 2 4年问卷调查数据显示，有超六成的中国消费 者正在通过各种方式积极改善自身健康。其生活方式的差异也影响着消费者对健康产品的 购买偏好。这对于品牌商与零售商而言，正是从细分人群挖掘消费痛点的好时机。 凯度消费者指数专家服务团队通过Pa n e lVo i c e问卷调查了长期合作且具有代表性的3000个 中国家庭的主购者，通过聚类分析，按健康生活态度和消费行为划分出五大健康人群。 （点击查看大图） 健康领航组 典型画像： 居住在一线城市，高收入中老年家庭*，年快速消费品支出高出平均水平9 5 0 元。 健 康 特 征： 拥 有 标 准 身 体 质 量 指 数 (BMI) 的 人 数 占 比 最 高 ， 占 到 6 9% ， 严 格 践 行 健 康 管 理。他们注重健康且消费力强，是高端健康产品的理想客群。 均衡行动派 典型画像： 中等收入家庭，西区及北区的下线城市，有青少年子女的家庭。 健康特征： 总体健康状况良好，在健康养生方面的态度较为温和，例如会保持水分摄入充 足和平衡膳食，但不会像"健康领航组"那样追求极致。 被动响应群 典型画像： 东部地区，收入有限的年轻 ...