Core Insights - The fast-moving consumer goods (FMCG) market is undergoing structural changes due to slowing macroeconomic growth, negative population growth rates, and fragmented consumer touchpoints, leading to a low growth period with a projected 1.8% year-on-year sales increase in the first half of 2025 [1] - Despite the overall slowdown, market demand remains strong, with an expected 4.3% year-on-year increase in average household purchase volume in the FMCG market in the first half of 2025, driven by increased purchase frequency [4] - Consumer behavior is shifting towards "demand-based purchasing" and brands need to respond accurately to real-time scenario demands, while also addressing the differences in media and shopping behaviors across generations [4] Market Dynamics - 80% of covered categories are experiencing increased purchase frequency, with scenario exploration becoming a key growth driver; non-traditional meal times are emerging as significant sources of growth [6] - The consumption patterns of different generations are evolving, with older generations focusing on self-consumption and health, while younger generations balance family responsibilities with personal values [9][12] Product Innovation - Brands must enhance product experiences to appeal to rational consumers, focusing on immediate effectiveness, novelty, and convenience [13] - Emotional and value-driven consumption is becoming a new motivator, with brands integrating social value propositions to resonate with consumers [16] Strategic Recommendations - Brands should return to a user-centric approach, leveraging insights to drive comprehensive strategies, identifying fragmented demands, and exploring high-potential scenarios [17] - The combination of extreme product experiences with clear functional communication, alongside emotional storytelling and value resonance, is essential for building lasting connections in a fragmented consumption era [17]