Bain & Company / Kantar Worldpanel – China Shopper Report 2019, Vol. 1: Premium Products, Small Brands and New Retail

We are in an era of diversified and rapid development. Under the influence of the big environment, our living standards and consumer behaviors are different from the past. The newly released “China Shopper Report 2019, Vol. 1: Premium Products, Small Brands and New Retail” will take you into the world of Chinese shoppers’ consumption, welcome to read and download.

Key findings:

1. Fast-moving consumer goods (FMCG) growth remained steady in 2018, with personal and home care categories growing faster than food and beverage categories.
2. China’s two-speed growth phenomenon continued, with distinctly different performance for the top 10 high- and low-speed categories.
3. In the last three years, most categories have offset saturation or a penetration decline by using premiumization to boost growth. Pricing segments differ among categories, with personal care deriving the most value from premium and super premium products.
4. Online sales growth remained robust in 2018, while sales growth continued to decline for hypermarkets and groceries.
5. Imports and promotions stabilized online but still represent the majority of sales; they remain much more important in online channels than offline.
6. The New Retail format enables seamless integration of online and offline shopping experiences by building a retail ecosystem.
7. Across many categories, small brands account for more category value growth than their top 20 counterparts.