Core Insights - The consumer market in China is showing a moderate recovery, with a year-on-year growth of 2.5% in the urban fast-moving consumer goods (FMCG) market for the first half of 2025, driven primarily by beverages, which grew by 5.6% [1] - The service consumption sector is on the rise, with a notable 8.7% increase in foot traffic in the out-of-home consumption market [2] - The retail landscape is evolving, with significant performance disparities among major retailers, as evidenced by a 1.1 percentage point decline in market share for the top ten retailers [4] Group 1: Market Performance - The FMCG market's growth is supported by positive trends in beverages, food, household cleaning, and personal care products, while dairy products lag behind [1] - The retail sales of convenience stores decreased by 3.6%, while small supermarkets saw a 7.3% increase in sales [3] - The overall retail sales of consumer goods increased by 5.0% in the first half of the year, with final consumption expenditure contributing over 50% [1] Group 2: Retail Channel Insights - Membership stores are gaining traction, with an overall penetration rate increase of 3.6 percentage points in the first half of 2025, driven by strong performances from Sam's Club [8][9] - Traditional supermarkets are transitioning to hard discount models, with companies like Zhongbai Group and Jiajiayue achieving rapid growth in their discount formats [12] - E-commerce channels experienced a 6.9% increase in sales, with platforms like Douyin and JD Group showing significant growth in penetration rates [13][15] Group 3: Consumer Behavior Trends - Consumers are increasingly sensitive to price while also valuing experiential aspects of shopping, leading to a demand for higher quality and functionality in products [17] - The 618 shopping festival saw a surge in demand for essential goods, with consumers diversifying their purchasing channels and seeking more personalized products [17] - Instant retail is redefining convenience, with platforms integrating resources to enhance consumer experiences, achieving over 35% penetration in the first half of 2025 [16]

Core Insights - The rise of private labels is significantly impacting the retail landscape in China, with over 45% of Chinese consumers having purchased private label products at least once by 2024 [2][5] - The growth of private labels is primarily driven by the European market, which accounts for nearly 70% of the global increase, indicating potential for further expansion in the Asian market [2][5] Group 1: Market Contribution and Trends - Private labels are increasingly contributing to the fast-moving consumer goods (FMCG) market, with a notable rise in their share within consumer shopping baskets [5] - Categories such as food and beverages, as well as household cleaning products, are becoming the main battlegrounds for private labels, with higher penetration rates in beverages, snacks, and paper products [8] Group 2: Consumer Behavior and Preferences - The purchasing logic of consumers regarding private labels is shifting from merely seeking low prices to also desiring a sense of quality and sophistication [12] - Younger single individuals or couples, as well as adult families, are the primary consumers of private labels, with younger consumers focusing on product ingredients and experiences, while families prioritize cost-effectiveness and convenience [16] Group 3: Retailer Strategies and Market Dynamics - Retailers are evolving from being mere sales channels to becoming brand owners, deeply involved in product development and market definition, which is reshaping the competitive landscape [18] - Manufacturers face a critical choice: to compete directly with private labels on the shelf or to restructure their collaboration with retailers to optimize product offerings that meet consumer needs [18]

凯 度 消 费 者 指 数 （ 在 中 国 隶 属 于 CTR ） 最 新 发 布 的 报 告 显 示 ， 中 国 城 镇 快 速 消 费 品 （FMCG）市场在2025年的一季度以 积极态势 开局，销售额同比增长 4.2% 。 从城市级别来看，受节庆氛围和返乡探亲潮带动，下线城市的消费增长达5.9%，其中， 镇级市场 增长超1 0%。区域上， 北区 消费增长最为显著，较去年同期增长超过7%。 2 0 2 5年一季度，进口产品*的销售额同比下降1 . 7%，消费者在选购进口产品时的户均花费 和购买均价都有所下滑。从各市场来看，美国、法国和日本是消费者选购进口产品的前三 大市场，但与同期相比，这些市场的销售额增速均有不同程度的下滑。 个性化、多元化的消费场景为家外消费市场注入更多活力，凯度消费者指数家外的数据显 示，2025年开年，家外消费市场持续繁荣，在全国1- 5线城市， 客流同比增长1 0% ，其中 运动场所和娱乐场所等外出的消费场景客流增长明显。 【视频号直播预告】 5月8日，下午4点，2 0分钟线上微分享 一季度快速消费品市场纵览 2 025年一季度中国快速消费品市场会出现哪些新的变化？ 线下渠道： ...