东方快消品中心发布《2026中国快消品产业年度报告》

Core Insights - The report from the Eastern Fast-Moving Consumer Goods (FMCG) Center reveals ten major trends for the Chinese FMCG industry in 2026, indicating a moderate growth outlook for 2025 with 34.8% of large FMCG companies expecting revenue growth, while 37.0% anticipate a decline in revenue compared to the previous year [1][2] Group 1: Industry Trends - The Chinese FMCG industry is expected to experience slow growth in 2026, with various challenges ahead [1] - There is a growing demand for health-oriented and functional products as consumer health awareness increases, leading to innovation focused on "health attributes + functional value" [1] - The concept of "emotional price-performance ratio" is becoming a key consumer metric, with nearly 60% of young consumers willing to pay for emotional value [1] Group 2: Market Dynamics - Instant retail is gaining popularity, particularly in snack aggregation, membership stores, and discount stores, reshaping the channel landscape [2] - Cultural and emotional value-driven IP is becoming a crucial connection between FMCG brands and consumers, shifting marketing from a product-oriented approach to one focused on value resonance [2] - The competition is shifting towards value differentiation to break through market saturation [2] Group 3: Technological Integration - The integration of AI and digital intelligence across the entire supply chain is emerging, marking the arrival of the "AI + FMCG" era, which enhances efficiency and innovation in product development, manufacturing, supply chain, and marketing [2] - AI and digital technologies are becoming essential tools for FMCG companies to reduce costs, improve efficiency, and gain insights into consumer needs [2]