NIQ快消月报2025年12月-尼尔森IQ

Core Insights - The fast-moving consumer goods (FMCG) market in 2025 showed a slight overall growth of 2.2% year-on-year, with non-food categories leading at a growth rate of 9.7%. However, December experienced a negative growth of -2.7%, indicating a year-end slowdown in consumer demand [5][6][19]. Market Overview - The overall FMCG market growth for 2025 was 2.2%, with non-food categories growing by 9.7%. In December, the growth rate turned negative at -2.7%, and e-commerce growth slowed to 3.4% [5][6]. - Online channels were the main growth driver, achieving a 16.7% increase for the year, while offline channels saw a decline across various formats, with convenience stores showing better resilience [7][10]. Channel Performance - Online platforms outperformed offline channels, with significant growth in comprehensive and content e-commerce. Offline channels, including hypermarkets and supermarkets, faced sales challenges [10][14]. - In terms of city-level performance, all tiers of offline markets experienced declines, with county and rural markets performing better than higher-tier cities [14][15]. Category Performance - Personal care emerged as the standout category with an annual growth rate of 11.5%, while snacks and dairy products saw declines. In December, baby food and snacks experienced significant drops, with staple grains and dairy also recording negative growth [2][19]. - The household care category is shifting from price competition to value competition, focusing on innovation to meet evolving consumer needs. Online channels for household care are diversifying, with platforms like Douyin, JD, and Alibaba showing varied growth [21][25]. Conclusion - The FMCG market in 2025 is characterized by structural adjustments in consumer demand and channel strategies, with a notable shift towards online sales and innovation in product offerings to cater to changing consumer preferences [1][2][19].