中国快速消费品市场新趋势调查报告.doc

中国快速消费品市场新趋势调查报告 WINNING OVER SHOPPERS IN CHINA’S “NEW NORMAL” China Shopper Report 2015, Vol. 1 Copyright ?? 2015 Bain amp; Company, Inc. and Kantar Worldpanel. All rights reserved. Winning over shoppers in China’s “new normal” | Bain amp; Company, Inc. | Kantar Worldpanel Page i Contents 1. Executive summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 3 2. Full report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 6 a. China’s decelerating FMCG market . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 6 b. Pricing dynamics: Premiumization vs. commoditization . . . . . . . . . . . . . pg. 9 c. Channel evolution: China embraces smaller modern formats and online shopping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 13 d. Chinese vs. foreign brands: The battle continues . . . . . . . . . . . . . . . . pg. 18 3. Implications for brands . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg. 23 4. About the authors and acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . pg. 24 Winning over shoppers in China’s “new normal” | Bain amp; Company, Inc. | Kantar Worldpanel Page ii Winning over shoppers in China’s “new normal” | Bain amp; Company, Inc. | Kantar Worldpanel Page 3 Executive summary For the fourth consecutive year, Bain amp; Company partnered with Kantar Worldpanel to study the shopping be- haviors of 40,000 Chinese households. As in previous years, we equipped research participants with barcode scanners to track what they purchased, rather than relying on what they said they’d purchased. This unique approach gives us a clear picture of the purchase activity of shoppers across 106 categories of fast-moving consumer goods (FMCG). As expected, our ?? ndings showed a continued deceleration in growth for most categories of FMCG. In terms of total value, China’s FMCG market growth has mode