贝恩公司与Worldpanel消费者指数今日联合发布了《2025年中国购物者报告，系列二》，这也是双方连续第14年合作追踪中国快速消费品市场并 发布相关报告。 数据显示，中国快速消费品市场在经历了2024年的平缓表现之后，于2025年显现企稳态势。前三季度销售额同比增长1.3%，增长主要来自3.8%销 量增幅的拉动，平均售价下降2.4%，相较于2024年3.4%的降幅已有所收窄。分季度看，中国快速消费品市场在一季度实现强势开局，同比销售额 增长2.7%，二、三季度增速分别放缓至0.7%和0.4%。 布鲁诺 Bruno Lannes 贝恩公司资深全球合伙人 中国消费者愈加成熟，购物时更注重性价比、便利性与体验感。随着消费场景多元化、渠道不断丰富，品牌商必须精准洞察消费者的购物时机、 场景和动因，并基于这些洞察制定策略，确保竞争优势。 " 三至五线城市消费活跃， 成为快消品市场新引擎 2025年前三季度，中国快速消费品市场的增长近八成来自三至五线城市。下线市场销量同比增长4-6%，抵消了平均售价下降2-3%的影响。报告指 出，城镇化持续推进、本地消费保持稳健、以及品牌商和零售商加速下沉，共同推动了下线市场的崛起。 ...

Core Insights - The report indicates that the Chinese fast-moving consumer goods (FMCG) market is stabilizing in 2025 after a flat performance in 2024, with a year-on-year sales growth of 1.3% in the first three quarters, driven by a 3.8% increase in volume, while average prices decreased by 2.4% [3][4] - The growth in the FMCG market is primarily attributed to lower-tier cities, which accounted for nearly 80% of the growth, with sales in these markets increasing by 4-6% year-on-year [4][7] - The report highlights a shift in consumer behavior towards valuing quality and price-performance ratio over merely seeking low prices, indicating a structural adjustment in the market [3][4] Market Dynamics - The packaging food category experienced the fastest growth, with an overall sales increase of 3.4%, driven by stable demand for core staple foods and snacks [8] - Household care products saw a sales increase of 3.3%, attributed to stable cleaning habits and innovative products, while personal care grew by 1.1% [8] - Beverage sales declined by 1.1%, influenced by intensified competition and the impact of ready-to-drink beverages [8][9] Channel Trends - New retail formats such as warehouse membership stores, snack collection stores, and discount stores are rapidly expanding, with growth rates of 40%, 51%, and 92% respectively, reflecting consumer preference for high cost-performance and convenience [10] - Instant retail O2O channels reversed last year's decline, showing a year-on-year growth of 7.9% in the third quarter, driven by the popularity of delivery services and increased product variety [10] - E-commerce channels, particularly social e-commerce and platforms emphasizing cost-performance, continue to gain market share, with Douyin and Pinduoduo together accounting for over 40% of FMCG e-commerce sales [13] Strategic Recommendations - The report suggests that retailers are increasingly taking on roles traditionally held by brand manufacturers, accelerating the development of private labels, which have seen an average annual growth of 44% over the past two years [14] - The "C.O.R.E." strategic framework proposed by Bain aims to help brand manufacturers achieve sustainable growth by focusing on demand systems, product offerings, channel routes, and execution [14][15] - Brands must redefine their relationships with retailers and platforms, viewing each channel as an ecosystem for innovation and value co-creation to seize opportunities in the evolving FMCG market [14][15]