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今天，贝恩公司与凯度消费者指数连续第12年联合发布《2023年中国购物者报告，系列二》。总体来看，中国快速消费品行业在2023年前三季度迎来温和复苏，消费者对健康、高性价比和独特性产品的兴趣与日俱增。
报告显示，整体快速消费品行业在前三季度取得1%的温和增长，其中1.2%的销量增长起到了主要推动作用。销售额在第三季度同比下降0.9%，主要因为2022年第三季度市场表现非常强劲，大幅提高了去年基数（2022年第三季度快速消费品市场取得了6%的显著增长），因此今年第三季度的表现稍显逊色。
贝恩公司资深全球合伙人布鲁诺（Bruno Lannes）表示，“这并不意味着中国快速消费品市场复苏无望。实际上，在第三季度结束后的1个月里，消费者需求回暖，特别是假期消费尤为火爆，推动快速消费品市场增长5%。这一时期的消费增长虽然没有在报告中体现出来，但表明快速消费品市场整体复苏的趋势并没有中断。”
布鲁诺还指出，快速消费品行业增速趋缓并不代表整体消费支出下滑。相反，消费者可能将部分开销转移到在外用餐、旅游等领域，说明疫情过后消费重点有所转变。
健康、性价比和产品差异化主导消费决策
在过去几年，消费者越来越青睐各类健康、高性价比和独特性产品。消费者行为的这种变化对快速消费品市场产生了巨大影响。巧克力、面巾纸、护发素等品类仍呈现高端化的趋势。这表明，消费者花大价钱购买这些产品，获得更好品质和体验的意愿越来越高。
以食品和饮料品类为例，消费者日益青睐有机食品、天然食品和功能性食品等更健康的产品，更愿意选择营养价值高、带有清洁标签且实现可持续化溯源的产品。此外，消费者为了实现购买力最大化，对自有品牌或折扣促销的高性价比产品同样偏爱有加。
家庭护理品类延续增长，其他品类保持在疫情前水平
2023年前三季度，我们追踪的四大快速消费品领域（家庭护理、饮料、个人护理和包装食品）展现出不同的发展态势。
消费者囤货的习惯并未改变，同时依然关注健康和卫生问题，推动家庭护理品类在疫情后依然保持增长势头，销售额显著增长8.8%，其中卫生纸、纸巾等生活必需品的增长尤为迅猛。
疫情后消费者对于主食类产品的需求基本稳定在疫情前水平，在这种情况下，包装食品增长趋势放缓。
在销量增长和平价商品崛起两大因素的互相角力下，饮料品类销售额在2023年前三季度大体保持稳定。价格实惠的产品明显更受消费者的青睐，逐步占据主导地位。
个人护理品类的增长受到平均售价降低的拖累，表明这一领域的消费者也在追求性价比更高的产品。
超市/小超市和杂货店等小型业态门店逐步兴起，其中超市/小超市和杂货店的销售额在今年前三季度分别实现3%和6%的同比增长。电商在2023年前三季度同比增长4%，表现优于整体快速消费品市场。快手、抖音等兴趣电商延续了以往的出色表现，市场份额比去年同期提高了6个百分点以上，依然是电商领域耀眼的明星。
另一方面，大卖场的市场份额继续下降，一些连锁大卖场甚至决定关闭其在全国各地表现不佳的门店。不过，得益于购物者数量的增加和购物频率的提高，大卖场业态中的仓储会员店实现了58%的强劲增长。
“专业的折扣店业态强势崛起，受到了消费者的关注，说明2023年消费者在日常消费中变得更加理性。同时，这一新兴趋表明，随着此类门店不断吸引价格敏感型购物者，未来零售市场的竞争有可能会进一步加剧。”凯度消费者指数大中华区总经理虞坚表示。
O2O渠道凭借其出色的购物便利度和速度，赢得了消费者的青睐，在今年继续发展壮大，前三季度同比增长11%。
“尽管挑战重重，中国快速消费品市场始终展现出强大的韧性和增长潜力。”贝恩公司全球合伙人、大中华区消费品业务主席邓旻表示，“品牌商和零售商必须保持灵活，不断调整来适应快速变化的市场环境，从而保持竞争力，守住市场份额。为了实现这一目标，需要密切关注消费趋势，灵活调整价格和渠道策略，提高投资效率，优化营销，推动产品创新。”
China's fast moving consumer goods (FMCG) sector observed a soft recovery during the first nine months of 2023, with health, value and exclusive products witnessing rising interest, according to the 12th China Shopper Report 2023 Vol. 2 released today by Bain & Company and Kantar Worldpanel.
The overall growth of China's FMCG industry was modest at 1%, a result of a 1.2% increase in volume. The FMCG market exhibited diverse performance in the third quarter of 2023 compared to the previous year, primarily due to the 2022 baseline. In the third quarter of 2022, China saw a notable recovery with a 6% growth rate after the easing of COVID-19 lockdowns. This set a high benchmark for 2023, resulting in a challenging comparison and a slight decrease of 0.9% in the same quarter this year.
“There are signs of hope. In the first four weeks post Q3, we saw a noteworthy increase of 5% in value, aided by a resurgence in consumer demand due to heightened holiday spending. Although the increased expenditure during this period was not counted in our data, it suggests an overall continuing expansion of the FMCG market,” said Bruno Lannes,Senior Partner at Bain & Company based in Shanghai.
Furthermore, while growth in the FMCG sector appears moderate, this does not necessarily signify a decrease in overall consumer spending. Instead, there may be a reallocation of expenditure towards sectors such as dining out and travel, reflecting a post-pandemic shift in consumer priorities.
Health, value-for-money and exclusive products dominate consumer purchases
Over the past few years, there has been a noticeable shift in consumer preferences towards products that are healthy, value-for-money, and exclusive across various categories. This change in consumer behavior has had a significant impact on the FMCG market. Certain categories such as chocolate, facial tissue, and hair conditioner have witnessed premiumization in average selling price, indicating that consumers are increasingly willing to pay a premium for products for better quality and experiences.
In the food and beverage sector, consumers are increasingly gravitating towards healthier options such as organic, natural, and functional foods. They are looking for products that offer nutritional benefits, clean labeling, and sustainable sourcing. Additionally, value-for-money options, such as private label brands and price promotions, have gained popularity as consumers seek to make the most of their purchasing power.
Home care continues to grow while other categories' growth stabilizing at pre-crisis levels
In the first nine months of 2023, China's FMCG market exhibited a nuanced picture across the four major sectors – home care, beverage, personal care, and packaged food.
Home care sustained its growth momentum with a notable 8.8% growth in value compared to the first nine months of 2022. This effect was driven by robust consumer stockpiling behavior and continued health and hygiene concerns, particularly for essentials such as toilet paper and tissue.
The growth trajectory in the packaged foods sector showed a deceleration, aligning with stabilized demand post-pandemic for staples at pre-crisis levels.
The beverage segment remained stable in 2023 with higher volumes and a focus on affordability. Consumers exhibited a clear preference for value-driven choices, prompting a shift towards more economical products.
Within the personal care segment, growth was moderated by lower average selling price, reflecting the consumer trend of seeking greater value for money.
Smaller formats thrive, e-commerce competitive dynamics shift, and O2O continues to soar
The shift towards smaller store formats, such as super/mini and grocery stores continued as their value grew 3% and 6%, respectively, between Q3 2022 and Q3 2023. E-commerce outperformed the overall market with a 4% year-on-year growth over the same period. One notable highlight in the e-commerce market was the emergence of social media platforms, including Kuaishou and Douyin, which have captured more than 6% of the market share compared to year-to-date (YTD) Q3 2022.
Hypermarkets, on the other hand, experienced a decline in market share as some players made the decision to close their stores across the country. Club warehouses showed a significant value increase of 58% in YTD Q3 2023, with growth attributed to a growing number of buyers and increased shopping frequency.
"The rise of specialized discount stores is rapidly gaining traction, reflecting a more rational approach by consumers towards daily expenditure in 2023. This emerging trend suggests a potential intensification of competition in the retail market going forward, as these stores continue to attract price-conscious shoppers,"said Jason Yu, Managing Director of Kantar Worldpanel in Greater China.
Online-to-offline (O2O) channels continued to grow with a 11% value growth in YTD Q3 2023 vs. YTD Q3 2022. Consumers are responding favorably to the convenience and speed offered by O2O solutions.
“Despite the challenges, China’s FMCG market has consistently demonstrated long-term resilience and capacity for growth. Overall, brands and retailers must remain agile in adapting to the ever-changing market environment to maintain competitiveness and market share. This involves continuous monitoring of changes in consumer trends, flexible adjustment of pricing and channel strategies, and more efficient investment in marketing and product innovation,” said Derek Deng,Partner and Head of Consumer Product practice in Greater China.
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English version：《China Shopper Report 2023 Vol 2》