迎接2026 | 这五大关键趋势，助力在分化的快消品市场中锚定确定性增长

Core Insights - The Chinese fast-moving consumer goods (FMCG) market is entering a phase of refined growth focused on structural adjustments by 2025, with "value deepening" becoming a central theme for companies to navigate challenges [1] - The trend of "value-for-money" is evolving, with consumers increasingly weighing quality against price, leading to a rise in local brands capturing market share from foreign brands [4][5] Market Trends - By 2024, local brands have achieved a market share of 76% across 27 tracked FMCG categories, with significant internal category differentiation observed [5] - High-end categories like premium facial tissues and bottled water are experiencing sales declines, while private label and own-brand products are gaining traction [5] - The demand for health-oriented products is driving innovation, with juice categories seeing a 19.2% sales growth due to health-focused attributes [14] Consumer Behavior - The report highlights a shift in consumer purchasing behavior towards "smart consumption," where the balance of quality and price is crucial in decision-making [5] - The increasing prevalence of single-person households is influencing product development, with tailored offerings for different daily scenarios gaining popularity [10] - Younger consumers are driving growth in categories like beer, seeking experiences that provide a sense of relaxation rather than traditional social drinking [10] Channel Dynamics - The retail landscape is transforming, with new retail formats like warehouse membership stores and discount stores showing significant growth rates of 40% and 92% respectively [18] - Online shopping dynamics are also evolving, with social and value-based e-commerce platforms like Douyin and Pinduoduo capturing over 40% of FMCG e-commerce sales [18] - Private label brands are becoming a significant growth force, with an average annual growth rate of 44% over the past two years, accounting for 2% of overall FMCG sales by Q3 2025 [22] Innovation Focus - Innovation in the FMCG sector is shifting from broad offerings to targeted solutions addressing health and emotional needs, with a focus on high-value products [14] - The survival rate of new products is low, with only 22% lasting over a year, emphasizing the need for rapid insights and effective evaluation in product development [14]