China's FMCG Market Maintained Stable Growth in H1 2025

Core Insights - China's fast-moving consumer goods (FMCG) market experienced a 2.5% year-on-year sales growth in H1 2025, with beverages being the primary growth driver at 5.6% [1][2] - The retail sales of consumer goods in urban areas increased by 5.0%, highlighting the importance of expanding domestic demand for economic growth [2] - Out-of-home consumption saw an 8.7% year-on-year increase, driven by consumers' desire for emotional value and personalized experiences [3] Group 1: Market Performance - The North and East regions reported significant sales growth of 4.7% and 2.6% respectively, with lower-tier cities being key growth engines [2] - Convenience store sales declined by 3.6%, while small supermarkets grew by 7.3% and community grocery stores saw a 4.7% increase [4] - The market share of the top ten retailers in modern channels decreased by 1.1 percentage points, with Walmart Group leading in Q2 [5][8] Group 2: Retailer Dynamics - Walmart Group's market share increased by 0.9 percentage points in H1, driven by strong performance from Sam's Club [8] - Membership stores saw an overall penetration increase of 3.6 percentage points, with Sam's Club achieving a 5.2 percentage points increase in the East and South regions [10][11] - Discount retailers are capturing market share through business model upgrades, with discount snack stores exceeding 25% penetration [13][14] Group 3: E-commerce and O2O Trends - E-commerce sales grew by 6.9% year-on-year, with Douyin and JD.com gaining significant penetration in lower-tier markets [18][20] - O2O penetration exceeded 35%, with major platforms integrating resources to enhance consumer shopping experiences [21] - The 618 shopping festival saw online penetration grow by 2.9 percentage points, with consumers diversifying purchases across multiple channels [20][24] Group 4: Consumer Behavior and Market Evolution - Price-sensitive and experience-driven consumers are demanding higher product quality and functionality, reshaping the consumption landscape [22][26] - The FMCG market is evolving towards omnichannel integration, focusing on product value, occasion value, and brand value to gain competitive advantages [26]