2025年第一技术亚洲消费市场脉动（英）_25页_3mb

KANTAR - ASIA'S FMCG MARKET AT A GLANCE (Q1 2025)

Core Content Overview

Kantar's Q1 2025 report provides a comprehensive analysis of the FMCG (Fast-Moving Consumer Goods) market across 11 key Asian markets. The report highlights the fragmented nature of growth, emphasizing the importance of analyzing regional and sector-specific dynamics to identify opportunities. The overall FMCG value growth for the region was 2.8%, slightly below the previous year's performance but still indicative of resilience amidst macroeconomic pressures.

Main Trends and Insights

General Market Performance

• FMCG Total Growth: 2.8% YoY
• Growth Categories:
  • Growth ≤ -0.5%: Some markets, such as Saudi Arabia and UAE, showed negative growth
  • -0.5% < Growth ≤ 5%: Most markets, including China, India, and South Korea, saw moderate growth
  • Growth > 5%: Markets like Vietnam (Urban) and Thailand showed strong growth

Sector Performance

• Food: 3.5% YoY growth
• Beverages: 4.1% YoY growth
• Dairy: -1.5% YoY decline
• Home Care: 4.5% YoY growth
• Personal Care: 2.3% YoY growth

Market-Specific Highlights

• Chinese Mainland:

  • FMCG value grew by 4.2%, driven by festive holidays and family visits
  • Community grocery stores saw 8.1% growth, while online channels (especially Douyin) increased their buyer base by 6.3 percentage points
  • Overall market maintained growth momentum with 9% increase in value

• India (Urban):

  • FMCG value grew by 7.1%, but at a slower pace than previous years
  • Beverages saw 42% growth in spend, with 40% volume increase
  • Online shopping occasions surged, but -7% drop in spend per trip indicated cautious consumer behavior

• South Korea:

  • FMCG grew by 4.2%, with a decline in purchase frequency but increased basket spend
  • Skincare products led personal care growth due to the popularity of K-beauty
  • Online channels saw growth, driven by independent households and families with teens

• Saudi Arabia:

  • FMCG volumes increased due to population growth and easing inflation
  • However, total spend declined due to price drops and competition from discounters
  • Food and dairy saw strong growth, while convenience and self-care categories gained traction

• United Arab Emirates:

  • FMCG growth was driven by Ramadan sales and population growth
  • Shoppers are redefining value through smaller pack sizes and increased frequency
  • Discounters and e-commerce platforms are expanding their presence

• Indonesia:

  • FMCG growth slowed, with a contraction in volume
  • Supermarkets and online channels are gaining share, while traditional trade remains fragmented
  • Beauty products continue to thrive, while F&B categories decline

• Malaysia (Peninsular):

  • FMCG spending grew by 1.6%, despite inflation and economic pressures
  • Shoppers are prioritizing value over frequency, with mini-markets seeing increased foot traffic
  • Discounters are expanding, and online channels are gaining traction

• Thailand:

  • Take-home FMCG saw a slowdown, with low/flat growth expected in 2025
  • Packaged food and beverages continued to lead demand, while personal care growth is likely to slow
  • National supermarkets and convenience stores gained share, while local formats lost popularity

• Vietnam (Urban):

  • FMCG growth was strong, but packaging and trade volatility remain concerns
  • Dairy volume increased significantly, while food categories remained subdued
  • Modern trade and online channels saw a boost during the Tet holiday

• Vietnam (Rural):

  • Rural FMCG showed moderate recovery with increased volume and average price
  • Personal care continued to grow, with specialty stores gaining popularity
  • Online channels are rapidly expanding from a small base

Key Information

• Market Fragmentation: No single trend dominated across all markets; each region and category has unique growth patterns.
• Consumer Behavior: Shoppers are increasingly prioritizing value, leading to shifts in purchasing habits and channel preferences.
• Online Growth: Online channels are gaining momentum in several markets, especially through platforms like Tiktok and Shopee, and by offering convenient bundles and subscriptions.
• Economic Pressures: Inflation and economic uncertainty have impacted consumer spending, leading to price sensitivity and a focus on essential items.
• Channel Dynamics: Changes in channel importance and shopping occasions are shaping market performance, with some channels (like supermarkets and mini-markets) gaining share while others (like local CVS and PVS) lose popularity.
• Sector-Specific Insights:
  • Food and Beverages: Continued growth, with some markets seeing significant increases
  • Dairy: Declined in most markets, except for South Korea
  • Home Care: Showed positive growth across most regions
  • Personal Care: Grew moderately, with skincare leading the trend

Conclusion

The Q1 2025 FMCG market in Asia is marked by regional and sector-specific variations, with no uniform growth pattern. Brands must adapt their strategies to local conditions, focusing on value, convenience, and consumer preferences. While online channels are gaining traction, traditional and modern trade formats continue to play a vital role, and economic conditions remain a key driver of consumer behavior. The report underscores the need for detailed market analysis to capture growth opportunities in this diverse and dynamic region.