2025年一季度 快速消费品市场纵览 整体市场稳中有涨，少量高频促消费新风向 凯度消费者指数 2025年5月 用消费者真实的购买行为数据，精挖消费需求， 提升品牌渗透率，助力增长。 消费者购买行为变迁带 来了什么机会？ 消费者进口产品的购买 行为是怎样的？ 单身经济需求多元化的 抓手有什么？ Reshaping Growth with 1 2 3 2025年一季度中国经济运行发展态势整体向好，快速消费品市场增速回暖。 GDP增长率 +5.4% 城镇居民可支配收入 +4.9% 城镇消费品零售总额 +4.5% 2025年一季度同比去年 (2024年一季度 +4.6%) +4.2% 中国城镇 快速消费品市场增长率 家内消费 YTD25P3年同比去年 （截至2025年3月21日） 居民消费价格指数(CPI) -0.1% 数据来源：国家统计局 数据来源：国家统计局 数据来源：国家统计局 数据来源：凯度消费者指数家内样组，全国1-6线城镇 2025年一季度同比去年 (2024年一季度 +5.3%) 2025年一季度同比去年 (2024年一季度 +5.3%) 2025年一季度同比去年 (2024年一季度 0.0%) 数据来 ...

Leveraging GenAI for Connected Insights © Kantar 2025 TURN DATA INTO DECISIONS: How AI assistants are democratising marketing intelligence and transforming analysis time from days to seconds Marketing teams worldwide face a paradox: they collect more data than ever before yet struggle to extract meaningful insights quickly enough to act on them. This disconnect between data abundance and insight scarcity costs businesses opportunities daily. What if everyone in your organisation could access the exact insig ...

全渠道解读 2025年春节消费 年味儿带动实体渠道增长 凯度消费者指数 2025年3月 2025年1-2月国民经济稳中有升，快消品市场较为活跃，相较于去年有明显提升 全国居民消费价格 -0.7% 社会消费品零售总额 +4.0% (2024年1-2月同比: 5.5%) 5.9% 中国快速消费品市场 数据来源：国家统计局 数据来源：凯度消费者指数家庭购买样组 2025年1-2月同比 +0.5% (2024年1月:-0.8%) 增速 月度同比 销额增长率 截至2025年2月21日 的前8周同比 2025年2月 2025年1月 (2024年2月:+0.7%) 数据来源：国家统计局 数据来源: 凯度消费者指数家庭购买样组，全国城镇 2 春节消费市场整体向暖，消费者高频+理性的消费行为延续 快消品整体，25年春节 vs. 24年春节，销额增长率 5.9% 购买频次 +7.1% 购买均价 -2.0% 城镇家户数 +0.8% 单次购买量 +0.1% + / - 增长率绝对值 > 3% 为显著变化 数据来源: 凯度消费者指数家庭购买样组, 全国城镇 2024年春节：截至2024年2月23日的前8周 2025年春节：截至2025 ...

Investment Rating - The report indicates a stable growth outlook for the fast-moving consumer goods (FMCG) market in 2024, with a focus on the resilience of consumer demand [1][3]. Core Insights - The overall FMCG market is expected to maintain steady growth, with the lower-tier markets, particularly in counties and towns, serving as key growth engines. The out-of-home market is also identified as an important growth driver [49]. - There is a notable differentiation in consumption patterns among various consumer groups, with the silver economy showing significant growth potential. Young consumers prioritize cost-effectiveness and convenience, while families with children focus on their children's development [49]. - Retail formats are undergoing differentiation and upgrading, with a rapid increase in membership stores, interest-based e-commerce, and community-oriented retail. As channels become more fragmented, understanding the roles of different retail formats in consumers' minds is crucial for optimizing product distribution and enhancing marketing efficiency [49]. Summary by Sections Economic Overview - The GDP growth rate for 2024 is projected at +5.0%, with urban disposable income increasing by +4.6% and retail sales of consumer goods rising by +3.4% compared to 2023 [4]. FMCG Market Performance - The overall FMCG market growth rate in urban areas is expected to be +1.7% in 2024, with specific categories showing varied performance: food (+3.2%), beverages (+7.5%), dairy (-3.3%), household cleaning (+4.0%), and personal care (-2.4%) [6][11]. Consumer Behavior - Middle-aged and elderly households are leading the growth in household consumption, while younger families are becoming more cautious in their spending [11][15]. - The silver economy is emerging as a significant consumer force, with diverse consumption needs being highlighted [17][20]. Retail Channel Dynamics - The modern retail channel is experiencing increased fragmentation, with membership stores showing strong growth. The top ten retailers in urban areas have seen a decline in market share, while membership stores have increased their sales by +21.0% [26][30]. - E-commerce continues to lead in consumer engagement, with platforms like Douyin expanding their user base and retention [33][34]. Market Trends - The report emphasizes the importance of understanding the evolving roles of different retail channels to optimize product placement and marketing strategies [39].

Investment Rating - The report indicates a stable growth outlook for the fast-moving consumer goods (FMCG) market in 2024, with a focus on the resilience of consumer demand [1][3]. Core Insights - The overall FMCG market is expected to maintain steady growth, with the lower-tier markets, particularly in counties and towns, serving as key growth engines. The out-of-home market is also identified as an important growth driver [49]. - There is a notable differentiation in consumption patterns among various consumer groups, with the silver economy showing significant growth potential. Young consumers prioritize cost-effectiveness while also valuing convenience and enjoyment, whereas families with children focus on their children's development [49]. - The retail landscape is undergoing significant differentiation and upgrading, with rapid growth in membership stores, interest-based e-commerce, and community-oriented retail formats. As channels become increasingly fragmented, understanding the roles of different retail formats in consumers' minds is crucial for optimizing product distribution and enhancing marketing efficiency [49]. Summary by Sections Market Overview - The 2024 FMCG market is projected to grow steadily, with urban disposable income increasing by 4.6% and retail sales of consumer goods rising by 3.4% compared to 2023 [4]. - The overall growth rate for the FMCG market in urban areas is expected to be 1.7% in 2024, a decrease from 5.2% in 2023 [4][6]. Category Performance - Different categories within FMCG are experiencing varied growth rates, with food and beverage categories showing positive trends, while dairy products face challenges [6][7]. - The sales growth rates for various categories in 2024 compared to 2023 are as follows: Food +3.2%, Beverages +7.5%, Dairy -3.3%, Home Care +4.0%, and Personal Care -2.4% [6]. Consumer Behavior - Middle-aged and elderly households are leading the growth in household consumption, while younger families are becoming more cautious in their spending [11][15]. - The sales growth rate for elderly households is +8.6%, indicating a shift in consumer dynamics [11]. Channel Dynamics - The modern retail channel is experiencing a split, with membership stores showing strong momentum, while traditional retailers are adjusting their strategies [26][30]. - Membership stores have seen a sales growth rate of +21.0%, with significant expansions in their presence across urban areas [26]. E-commerce Trends - Interest-based e-commerce continues to lead, with platforms like Douyin expanding their consumer base and user engagement [33]. - The penetration rate for e-commerce in FMCG is notable, with a significant portion of households purchasing through home delivery platforms [37]. Conclusion - The FMCG market in 2024 is characterized by stable growth, diverse consumer needs, and evolving retail formats, highlighting the importance of strategic positioning and product alignment to meet changing consumer preferences [49].

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The fresh food consumption landscape in China is evolving, with a notable shift towards out-of-home consumption and a focus on premium products and health-oriented choices [6][17][23] - Consumer spending on fresh food is becoming more diversified, with families adjusting their purchasing habits based on age and lifestyle [26][29][30] - The growth of online-to-offline (O2O) services is significantly impacting fresh food purchasing behaviors, especially in urban areas [50][51] Summary by Sections Economic Overview - China's economy is projected to grow steadily in 2024, with urban disposable income increasing by 4.6% and retail sales of consumer goods rising by 3.4% [6][7][13] - The GDP growth rate is expected to be 5.0%, slightly lower than the previous year's 5.2% [11][12] Consumer Behavior Trends - In 2024, in-home consumption of fresh food has decreased, while out-of-home food and beverage consumption has seen a significant increase of 6.1% [17][18] - The average weekly purchase frequency of fresh food per urban household is 2.9 times, reflecting a slight decline of 0.9% year-on-year [21] Family Dynamics and Spending - Families with children are maintaining stable fresh food consumption, while older households are reducing spending but remain key in cooking [26][29] - The average spending on fresh food per household has decreased by 4.6%, with a notable increase in the purchase of meat and egg products [30][33] Health and Quality Focus - There is a growing demand for high-quality, health-oriented products, with consumers willing to pay more for perceived value and quality [41][67] - The trend towards natural and additive-free products is becoming more pronounced, with brands emphasizing transparency in sourcing and production [38][39] Channel Dynamics - The fresh food market is experiencing fragmentation, with a shift towards near-field channels and a decline in the concentration of large retailers [44][45] - O2O services are increasingly popular, with 64% of urban households using these services for fresh food purchases [51] Emerging Consumption Scenarios - The report highlights the importance of understanding diverse consumer needs across different life scenarios, emphasizing convenience and emotional connection in product offerings [66][69] - The growth of social and entertainment consumption scenarios is outpacing traditional dining experiences, indicating a shift in consumer priorities [63]

Retail Snapshot | 零售快报 2024年第13期 五大零售集团市场表现—4周滚动趋势 7.9 9.0 8.0 7.9 7.8 7.6 7.7 7.8 7.6 7.4 8.1 7.4 7.3 7.5 6.1 6.5 6.3 6.0 6.6 6.3 6.3 6.2 6.0 6.3 6.7 6.9 6.7 6.9 5.7 5.9 5.9 5.9 5.5 5.6 5.5 5.6 5.2 5.3 5.2 5.0 5.0 4.7 5.0 4.7 5.0 4.9 4.8 4.6 4.4 4.4 4.3 4.4 4.2 4.3 4.1 3.2 2.7 2.6 2.9 2.8 2.6 2.7 2.7 2.8 2.8 2.9 2.7 2.7 2.7 4 w/e 2023/12/29 4 w/e 2024/01/26 4 w/e 2024/02/23 4 w/e 2024/03/22 4 w/e 2024/04/19 4 w/e 2024/05/17 4 w/e 2024/06/14 4 w/e 2024/07/12 4 w/e 2024/08/09 4 w/e 2024/09/06 4 w/e 2024/10/0 ...

Investment Rating - The report does not explicitly provide an investment rating for the electric mobility industry Core Insights - The electric mobility revolution is transforming human movement, driven by technological advancements and changing consumer preferences, including the rise of autonomous driving, connected cars, and shared mobility [3][4] - The adoption of electric vehicles (EVs) is a key element in sustainable transportation plans globally, with significant potential for shared value creation and strategic differentiation [4][6] - The report emphasizes the importance of understanding diverse market perspectives, particularly from China, Germany, India, and the United States, to identify commonalities and opportunities in the EV journey [4][5] Summary by Sections Global and Local Perspectives on Electric Vehicles - The future of mobility is increasingly focused on autonomous vehicles equipped with advanced sensors and AI, enhancing safety and traffic efficiency [4] - The proliferation of connected cars allows for real-time communication and personalized in-car experiences, which are expected to reshape urban transportation [4] - Shared mobility is anticipated to play a crucial role in urban transport, promoting resource efficiency and reducing congestion [4] Market Insights - In China, over 56% of respondents expressed intent to purchase a new vehicle within the next two years, indicating strong demand for EVs [12] - In the U.S., 40% of respondents plan to buy a new vehicle by the end of 2024, while only 22% in Germany show similar intentions [12][20] - India's EV market is still developing, with 30% of respondents willing to purchase an EV in the next five years, highlighting the need for increased awareness and education [37] Challenges and Opportunities - Common consumer challenges hindering EV adoption include concerns about charging infrastructure, reliability, affordability, and range anxiety [14][15] - In Germany, the government is reducing subsidies for EVs, which may impact future sales despite ongoing growth in the market [22][23] - India's government aims for significant electrification targets by 2030, with incentives to boost EV adoption [39] Regional Strategies - German automakers are setting ambitious targets for EV sales, with Volkswagen aiming for 70% EV sales in Europe by 2030 [19] - In the U.S., OEMs are investing heavily in local production and battery technology, but consumer adoption remains slow, with EVs accounting for about 7% of new car purchases [31] - Chinese OEMs are rapidly innovating and redefining the value perception of EVs, with local brands gaining significant market share [56][60] Conclusion - The report highlights the significant transformation in the automotive industry due to technological advancements and changing consumer preferences, emphasizing the need for a broader understanding of the factors driving the global transition to electric vehicles [68][69]

APPLE/GOOGLE/MICROSOFT/AMAZON/ CDONALD'S/NVIDIA/VISA/FACEBOOK/ ACLE/TENCENT/MASTERCARD/ OUIS VUITTON/INSTAGRAM/ARAMCO/ OCA-COLA/IBM/HERMES/MOUTAI/ADOBE/ ACCENTURE/VERIZON/AT&T/NETFLIX/ E HOME DEPOT/TELEKOM T-MOBILE/ A/NIKE/ALIBABA/WALMART/STARBUCKS/ TUBE/LINKEDIN/UPS/COSTCO/TIKTOK/ ANEL/MARLBORO/CISCO/SAP/QUALCOMM/ KANTAR BRAND ZERVICES/HDFC BANK/INTEL/ 2024 ¥ 25 ¥ 17 × 7 × 7 × 7 × 7 × 7 × 7 × 7 × 7 × 7 (ADO LIBRE/HAIER/J.P.MORGAN/UNITEDHEALTHCARE/ ER/CHASE/CHINA MOBILE/RBC/WELLS FARGO/ YOTA/ICBC/SIEMENS/BC ...

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