守正出奇 中国快速消费品市场的变与不变 2025 复盘与2026 前瞻 Worldpanel 消费者指数 2026 年2月 连续性的消费者真实购买行为挖掘 +1.5% 1/4 46% 消费者购买行为变化了吗？ 所在品类增长驱动是什么？ 这背后是哪类家庭结构？ 消费行为是怎样的？ 各零售业态跑马圈地的本质是什么？ Footer goes here – font size 10 2 5.50cm 0 cm 7 cm 15.9cm 15.9 cm Content Bottom Content Top Left Margin Right Margin Middle 0cm 0.26cm 0.26cm 8.4cm Title Top 7.70 cm Image Bottom 2025 年在中国经济稳健增长的宏观背景下，中国快消品市场发展保持平稳 数据来源：国家统计局；Worldpanel 消费者指数家庭购买样组，全国1-6线城镇 守正出奇：2025 复盘与2026 前瞻 | 3 +5.0% +5.0% +3.7% 2025 年同比去年 (vs. 2024 年同比+3.4%) +1.5% 2025 全年同比去年 （截至2 ...

Core Insights - The report indicates that the overall sales of China's fast-moving consumer goods (FMCG) market grew by 2.7% year-on-year in Q1 2025, showing an improvement from the 0.8% growth in 2024 [1] - The growth in Q1 2025 was significantly driven by consumer spending during the Spring Festival, with various categories performing well [1][2] - The trend of consumers opting for cost-effective products continues, with a notable shift towards affordable channels and products with better price-performance ratios [1][4] Sales Performance - In Q1 2025, the sales growth rates for different FMCG categories were as follows: household care increased by 6.1%, personal care by 4.0%, packaged food by 3.2%, and beverages only by 0.5% [1][2] - The overall volume of FMCG sales increased by 5.3% in Q1 2025, while the average selling price decreased by 2.5%, indicating a shift towards higher volume sales at lower prices [3][4] Channel Dynamics - Offline retail channels, particularly self-operated platforms of retailers like Sam's Club and Hema, showed significant growth, with Sam's Club growing by 63% in Q1 2025 [2] - Online channels also saw growth, with Douyin capturing 23% of e-commerce sales, and Pinduoduo experiencing an 11% increase in Q1 2025 [2][3] Consumer Behavior - Consumers are increasingly prioritizing value for money, leading to a decline in average selling prices while still driving volume growth [4][5] - The trend of "consumption substitution" is evident, with private labels and store brands gaining market share in categories like facial tissues and personal care [4][5] Innovation and Premiumization - Certain categories, such as juice and instant coffee, are experiencing growth due to innovative products that offer health benefits or unique flavors, allowing brands to command a premium [5] - Brands that can demonstrate unique value and quality are more likely to succeed in the current market environment, as consumers are willing to pay more for products that meet their health and quality expectations [5]