2025年中国购物者报告解读（28页附下载）

Core Insights - The report highlights the overall performance of China's fast-moving consumer goods (FMCG) market in the first three quarters of 2025, indicating a stable growth trend with a 1.3% year-on-year increase in sales, driven primarily by volume growth of 3.8% despite a decline in average prices by 2.4% [23][24][25]. Market Performance - The FMCG market in China experienced a sales growth of 1.3% year-on-year in the first three quarters of 2025, with a notable 3.8% increase in volume and a 2.4% decrease in average prices [23][24]. - Lower-tier cities (third to fifth tier) contributed 80% of the market growth, becoming the main growth engine, while first and second-tier cities showed relatively flat performance due to slow economic recovery and the trend of "consumption substitution" [23][24][30]. Category Dynamics - Packaged Foods: Sales increased by 3.4%, with stable demand for core staple and snack foods. Instant noodles and nutritional supplements performed well, while chocolate and candy continued to decline [33][34]. - Beverages: Overall sales decreased by 1.1%, despite a 3.6% increase in volume, with average prices dropping by 4.6%. Milk and yogurt saw significant declines, while juice and beer categories experienced growth [41][42]. - Personal Care: Sales grew by 1.1%, ending a three-year decline, with strong performance in makeup and toothpaste, although skincare faced intensified competition and price reductions [46][47]. - Household Care: Sales rose by 3.3%, with strong performance in toilet paper and facial tissues, although average prices declined [47]. Price Dynamics - The "consumption substitution" trend continued into 2025, with average price declines narrowing from 3.4% in 2024 to 2.4% in 2025, indicating a shift in consumer behavior towards balancing quality and price [7][51]. - Some categories, such as juice and chocolate, maintained a premium positioning, while toothpaste was the only non-food beverage category to sustain stable premiumization [51][55]. Channel Dynamics - Offline Channels: Traditional formats like hypermarkets and convenience stores continued to shrink, while new formats such as warehouse membership stores, snack shops, and discount stores expanded rapidly, with growth rates of 40%, 51%, and 92% respectively [8][9]. - E-commerce: The e-commerce channel maintained a growth rate of 7%, with penetration increasing from 37% in 2024 to 39% in 2025. Platforms like Douyin and Pinduoduo became key growth drivers, accounting for over 40% of total FMCG e-commerce sales [8][9][11]. Implications for Brands - Brands must gain deep insights into consumer needs across different channels and capture the "moments of truth" that trigger purchase decisions to create products and experiences that resonate with consumers [10][11]. - The report emphasizes the importance of convenience and value-for-money in future channel strategies, highlighting the need for innovation driven by consumer insights to maintain competitiveness in a complex environment [10][11].