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1、ASIAS FMCG MARKET AT A GLANCEMARKETS:China|Indonesia|South Korea|Malaysia Philippines|Thailand|Taiwan|Vietnam|India|UAEIssue 1 July 2023Data period:MAT Q1 2023WORLDPANEL DIVISIONWelcome to Asia PulseWelcome to the Q1 2023 edition of Asia Pulse!In the rapidly evolving landscape of the Asia-Pacific re

2、gion,the first quarter of 2023 has brought about notable shifts and exciting developments across various markets.As the expert in the FMCG industry and consumer insights,we are delighted to present this comprehensive report,Asia Pulse,which highlights key trends and insights from the Asia region.As

3、you explore the insights in this report,we encourage you to delve into the intricate details of consumer behaviour and market dynamics that shape the first quarter of 2023 in Asia.The Worldpanel Division of Kantar Asia takes pride in offering a thorough analysis that equips businesses with the tools

4、 to navigate this intricate and dynamic landscape,enabling them to uncover growth prospects and cultivate sustainable success.If youd like to explore more opportunities for your brands,please do not hesitate to contact us.2Q1 2023|Summary Asia%Value Change FMCG MAT Q1 2023 vs.Year AgoAsiaNortheast A

5、siaWest&South AsiaSoutheast AsiaTotalChinese MainlandTaiwanSouth KoreaIndia(Urban)UAEIndonesiaMalaysia(Peninsular)ThailandPhilippinesVietnam(Urban)Vietnam(Rural)FMCG Total0.82.64.28.56.14.70.315.28.814.5Food3.20.44.48.18.55.8-3.118.8-4.56.1Beverages2.9-2.11.29.93.63.93.613.922.223.2Dairy-1.7-4.4-2.1

6、0.74.8-1.1-2.76.94.216.2Home Care7.0-2.05.99.59.75.26.217.416.415.5Personal Care-4.59.48.49.01.27.07.414.920.315.9Growth -0.5%-0.5%5%O V E R V I E W3FMCG Growth in Asia:YOYAsia/MAT Q1 2023 Value Spend Growth vs YA2.42.73.30.93.91.42.84.44.3-0.67.0-0.2FMCGFoodBeveragesDairyHome CarePersonal CareO V E

7、 R V I E WQ1 2022Q1 20234FMCG Growth in Asia:YOYAsia/MAT Q1 2023 Value Spend Growth vs YAFMCGFoodBeveragesDairyHome CarePersonal CareSoutheast AsiaNorth AsiaWest&South Asia4.01.04.01.02.05.95.97.72.96.96.34.35.28.32.62.11.08.58.19.90.79.59.01.81.14.00.15.41.31.23.22.5-1.96.5-2.4O V E R V I E W8.2Q1

8、2022Q1 20235FMCGAsia/MAT Q1 2023%Value Growth vs YAFMCG2.42.8Chinese MainlandTaiwanSouth KoreaIndia(Urban)United Arab EmiratesIndonesiaMalaysia(Peninsular)ThailandPhilippinesVietnam(Urban 4)Vietnam(Rural)AsiaUnited Arab Emirates1.36.54.24.3-3.800.82.64.28.56.15.90.32.04.64.64.70.3-3.815.28.814.53.72

9、.4Q1 2022Q1 20236Food2.74.4Chinese MainlandTaiwanSouth KoreaIndia(Urban)IndonesiaThailandPhilippinesVietnam(Urban 4)Vietnam(Rural)AsiaUnited Arab Emirates0.514.42.75.2-4.00.03.20.44.48.18.58.81.67.44.520.110.65.8-3.1-4.218.8-4.56.1Food3.7Malaysia(Peninsular)United Arab EmiratesAsia/MAT Q1 2023%Value

10、 Growth vs YAQ1 2022Q1 202373.34.3Chinese MainlandTaiwanSouth KoreaIndia(Urban)IndonesiaThailandPhilippinesVietnam(Urban 4)Vietnam(Rural)AsiaUnited Arab Emirates4.1-1.75.68.3-1.50.02.9-2.11.29.93.60.01.5-5.03.97.1-6.7-9.53.93.6-4.113.922.223.2BeveragesBeveragesMalaysia(Peninsular)United Arab Emirate

11、sAsia/MAT Q1 2023%Value Growth vs YAQ1 2022Q1 20238Dairy0.9-0.6Chinese MainlandTaiwanSouth KoreaIndia(Urban)IndonesiaThailandPhilippinesVietnam(Urban 4)Vietnam(Rural)AsiaUnited Arab Emirates0.02.9-1.02.6-6.50.0-1.7-4.4-2.10.74.80.06.4-1.0-0.5-2.66.513.9-1.1-2.7-7.66.94.216.2DairyMalaysia(Peninsular)

12、United Arab EmiratesAsia/MAT Q1 2023%Value Growth vs YAQ1 2022Q1 202393.97.0Chinese MainlandTaiwanSouth KoreaIndia(Urban)IndonesiaThailandPhilippinesVietnam(Urban 4)Vietnam(Rural)AsiaUnited Arab Emirates4.915.26.82.1-3.70.07.0-2.05.99.59.70.00.91.5-2.25.4-1.63.65.26.2-0.517.416.415.5Home CareHome Ca

13、reMalaysia(Peninsular)United Arab EmiratesAsia/MAT Q1 2023%Value Growth vs YAQ1 2022Q1 202310Personal Care1.4-0.2Chinese MainlandTaiwanSouth KoreaIndia(Urban)IndonesiaThailandPhilippinesVietnam(Urban 4)Vietnam(Rural)AsiaUnited Arab Emirates0.44.98.31.0-1.10.0-4.59.48.49.01.20.06.1-1.0-2.83.5-3.23.47

14、.07.4-3.014.920.315.9Personal CareMalaysia(Peninsular)United Arab EmiratesAsia/MAT Q1 2023%Value Growth vs YAQ1 2022Q1 202311Chinese MainlandCHANNEL PERFORMANCEAlthough the economy was under unprecedented challenges in 2023 but also showed resilience,the target set for 2023 was positive but still ca

15、utious.Interest commerce and O2O thrived together with proximity channels,while mainstream offline channels-hyper&large super was impacted by logistic disruptions.The fast growth of O2O and the interest in e-commerce benefit the“Local”retail eco-system and fulfil the rising instant purchase needs.Wi

16、th the optimisation of the COVID control policy,consumption began to recover,but challenges remain.Consumer sentiment also turned positive,with rising demand for away-from-home.Resilience in macro economyNew ways of shoppingRising demand for out-door consumption 1%4%-10%7%7%-1%SuperCVSHyperGroceryEc

17、ommerceWork Unit/Gift1%3%4%2%-4%0%25333153271413Q1 23Q1 21Q1 22Spend/TripShopping OccasionsMAT Q123 vs Q122Channel Importance%Value 12TaiwanCHANNEL PERFORMANCEFMCG stabilised in the post-pandemicPersonal Care performed relatively well among sectorsE-commerce continued to be pro

18、mising24445433191327Q1 23Q1 21Q1 22Spend/TripShopping OccasionsMAT Q123 vs Q122Channel Importance%Value As the pandemic gradually subsided,consumer demand for FMCG turned flat,with a year-on-year growth rate of 2.6%in the first quarter of 2023.Both the food and non-food sectors

19、 saw a slowdown in growth.While the pandemic less restricts consumers daily lives,demand for dairy and beverages declined and was relatively low in 2023Q1.Personal care,including health and beauty categories,performed well and played as a leader in driving the FMCG market.Although Taiwanese shoppers

20、 restarted their social lives,their dependence on e-commerce is still increasing,as we observed growth in online shopping occasions and online spending per trip.Particularly,health food and skincare were the main contributors that accelerated online sales growth.HyperSuperCVSDrug StoresDirect SalesP

21、X MartEcommerce13India(Urban)CHANNEL PERFORMANCEChannel Importance%Value Indian economy grew by 5.9%in Q1 of 2023,higher than the 5.1%recorded in the previous quarter.However,FMCG consumption isnt positive yet but is on the path to recovery as the decline has reduced vs prev.QTR.While Value continue

22、s to grow as Inflation hovers around 6%to 7%,leading to a rise in the price of essential items like oil,rice&spices.To beat the inflationary pressure,Indian consumers downsize their spending per trip across all purchase channels.As FMCG prices hike,HHs cut down on their volumes across categories lik

23、e jams,ketchup,butter/cheese,talcum powder,hair oils,floor cleaners etc.At the same time,consuming biscuits,salty snacks,beverages,toilet soaps,hair wash etc,do not get compromised.E-commerce sees outrageous growth in MAT Q123 after registering rapid growth in the previous two years.An increase in v

24、alue share for online channels was seen from 0.4%in MAT Q121 to 1.6%in MAT Q123.SupermarketsKirana/Paan-BeediChemistsOnlineShoppingNetworkMarketingOthers781878186829Q123Q122Q12121%15%-1%6%137%7%SuperKirana/Paan-BeediChemistNetwork MarketingOnline ShoppingOthers-10%-6%-3%-12%-11%-5%Spend/TripShopping

25、 OccasionsMAT Q123 vs Q12214South Korea CHANNEL PERFORMANCEThe FMCG market grew due to inflationThe Healthy Pleasure trend expanded to the beverage marketE-commerce continues to rise in both the food and non-food sectorAlthough consumer inflation slowed,rigid core inflation and uncertainties impact

26、consumer propensity to FMCG purchases in Korea.FMCG value rose by 4.2%with price uplift,while volume declined by 4.1%with continuous contraction in shopping frequency.Drinking carbonated drinks has been considered one of the biggest enemies of health care.Demand for zero sugar drinks is gradually in

27、creasing in Korea with the Healthy Pleasure trend.Consumers try to care for their health and pursue pleasure simultaneously,even when drinking beverages.E-commerce continues to show the highest growth rate among all channels with increased shopping occasions.Both food and non-food categories are con

28、tributing to the growth of online.Channel Importance%Value-3%-7%3%-1%7%-18%HyperSuperOther Modern TradeTraditional TradeInternetNon-store4%3%0%10%6%0%Spend/TripShopping OccasionsMAT Q123 vs Q12224 22 12 6 33 4 Q1 23Q1 22Q1 2125 24 12 6 30 4 23 20 12 6 36 3 HyperSuperOtherModernTradeTraditionalTradeI

29、nternetNon-Store15United Arab EmiratesCHANNEL PERFORMANCEThe economy shows resilience with encouraging signs for the FMCG sectorShoppers are actively rationalising in the face of price inflationHypermarkets are adapting well;online shopping depth increasingChannel Importance%Value Despite the declin

30、e in headline GDP from the oil output cut,non-oil sectors,including FMCG,remain strongly positive,with a robust capital market signalling further encouraging signs for the UAE economy.Individual consumers continue to rationalise spending by reducing volume and buying fewer packs per trip in food,bev

31、erages,and personal care categories,necessitating a fresh look at portfolio management.Hypermarkets adapt well to shopper behaviour shifts,while promotions seem less effective.Significant potential for growth exists in UAE online shopping,particularly among higher SEC and Emiratis.Total CarrefourTot

32、al LuluKey Named HypermarketsKey SupermarketsKey CooperativesOthersSpend/TripShopping OccasionsMAT Q123 vs Q122Total CarrefourTotal LuluKey NamedHypermarketsKey NamedSupermarketsKey NamedCooperativesOthers*Key Hypermarkets-Nesto Hypermarket,Safeer/Al Safeer Hypermarket,K.M.Trading,Mega Mart,Big Mart

33、 Hypermarket*Key Supermarkets-Al Madina Supermarket,Al Maya,West Zone,Choitrams,Talal Supermarket,Spinneys,Al Manara Supermarket*Key Cooperatives-Union Coop.Society,Abu Dhabi Coop.Society,Sharjah Coop.Society,Emirates Coop.Society,Al Mushrif Coop.Society,Al Ain Coop.Society,Bani Yas Coop.Society*Oth

34、ers Baqalas/Minimarkets,Newly added stores(e.g Viva,Shaklan,Big Bazar)and Remaining stores(Pharmacies,Specialty Stores and Others)20693834Q123Q122Q121-8%-9%3%-10%-8%4%5%4%4%10%-1%7%16IndonesiaCHANNEL PERFORMANCEResilient economySteady for the festive seasonPrice-driven growthCh

35、annel Importance%Value In Q1 23,the GDP displayed resilience with steady growth at 5%and stable household consumption compared to the previous quarter,suggesting relatively healthy macroeconomic indicators.Steady growth in consumer spending was also seen this quarter vs last year,with more spending

36、for FMCG,transport,and fashion,as might be attributed to this years festive season.In the food&beverage segments,spending growth is mainly driven by price,while home care and personal care manage to grow volume;hence essential to formulate the price-pack strategy to secure shopper recruitment.Spend/

37、TripShopping OccasionsMAT Q123 vs Q123Hyper+SuperMini MarketsTraditionalTradeSpecialty storeOthersHyper+SuperMini MarketsTraditional Trade-7%-3%1%40%4%3%5%-4%Online(under Others)6174694Q1 21Q1 22Q1 2368317Q1 21Malaysia(Peninsular)CHANNEL PERFORMANCEThe Malaysian Consumer Sentiment Index d

38、rops below the threshold by 6.1 points QoQto 99.2 in Q1 of 2023,lower than the same quarter in 2022(108.9).Rising inflation concerns and a decline in employment drive the lack of optimism.Consumer spending is expected to return to more sustainable spending after the spending boom“spending revenge”po

39、st-pandemic.Increased mobility post-pandemic impacts In-home consumption of groceries and diaries while households and toiletries grew.With price hikes across different categories,Malaysian shoppers are prudent with spending.Consequently,causing shoppers to down-trade to cheaper brands or categories

40、 and downsize the volume purchased.With increased mobility,offline channels are seeing recovery driven by more occasions,while Internet dropped significantly.Proximity channels like Supermarkets and Mini Markets remain vital and resilient during these inflationary times being key channels for shoppe

41、rs to pick up smaller quantities with lower spending.The normalisation of household spending Malaysians spend discreetly amid rising inflation concerns Proximity stores grew,while eCommerce slowed down 4%2%2%-10%21%-22%HyperSuperMiniGeneral TradeDrug Beauty&PharmacyE-commerce-4%0%4%-2%-3%8%Spend/Tri

42、pShopping OccasionsMAT Q123 vs Q122Channel Importance%Value HyperSuperMiniGeneral TradeDrugBeauty&PharmacyEcommerceOthersQ1 23Q1 222040101454718ThailandCHANNEL PERFORMANCEChannel Importance%Value Spend/TripShopping OccasionsMAT Q123 vs Q122HyperSuperCVSH&B StoresPVSDirect Sales

43、EcommerceHyperSuperCVSH&BStoresPVSDirectSalesEcommerceOthersQ1 23Q1 22Q1 2119PhilippinesCHANNEL PERFORMANCEThe Philippine economy continues to grow,but growth is slower than the previous quarter,coinciding with higher inflation(7.6%)in March 2023.However,the inflatio

44、n rate is softening,but despite the improvement,shoppers are expected to remain cautious of their spending.Filipino shoppers maintain their purchases after the holidays,but spending on food and beverage stabilises as shoppers prioritise staples,such as Instant Noodles.Neighbourhood channels remain i

45、mportant amidst inflation,such as SSS,Groceries,and DS,where shoppers can conveniently access and purchase smaller quantities with lower cash outlay to cope with rising prices.GDP growth slows down amidst high inflationFilipino shoppers spend more on staplesProximity stores remain importantChannel I

46、mportance%Value Spend/TripShopping OccasionsMAT Q123 vs Q122SuperHyperGroceriesDrug StoresDirect SalesCVSTraditional TradeSuperHyperGroceriesDrug StoresDirect SalesCVSTraditionalTradeOthersQ1 23Q1 22Q1 2120Vietnam(Urban)CHANNEL PERFORMANCE(Urban 4 Cities)Channel Importance%Value Spend/TripShopping O

47、ccasionsMAT Q123 vs Q122Street ShopsWet MarketSpecialty StoresHyperSuperMini StoresOnlineStreet ShopsWetMarketsSpecialtyStoresHyperSuperMini StoresOnlineOthers5276565Q1 23Q1 22Q1 21Vietnam posted a softer GDP growth of 3.3%in Q1 2023,lower than the projected target of 5.6%and i

48、ts weakest growth since Q3 2020.Despite the slow GDP growth,FMCG recorded a strong value boost vs YA thanks to a Vietnamese New Year completely free of Covid-restrictions.Beverages and Personal Care are driving the stronger growth of FMCG value in Q1 this year.The comeback of celebratory categories

49、this Tet 2023 period boosts the performance of the entire Beverages sector,mainly thanks to Soft Drinks,Coffee&Beer.The biggest holiday in Vietnam meant that all retail channels experienced healthy growth in Q1 due to a surge in demand for shopping.Speciality stores and Online recorded increased in

50、both frequency and value spent per trip.Bumpy economic start offset by holiday monthBeverages and personal care won the Tet 2023 seasonPositive retail growth across the board2513324Vietnam(Rural)CHANNEL PERFORMANCE(Rural)Channel Importance%Value Total FMCG posted an overall value growth v

51、s.YA both in Urban 4 cities and Rural areas,driven mainly by an increasing price paid.Rural areas showed promising signs as volume consumption increased,albeit at a slower rate than the price increases.-1%5%22%33%34%37%Street ShopsWet MarketsSpecialty StoresHyper&SuperMini StoresOnlineSpend/TripShop

52、ping OccasionsMAT Q123 vs Q122Street ShopsWetMarketsSpecialtyStoresHyper&SuperMiniStoresOnlineOthersQ1 23Q1 22Q1 21Despite still accounting for a modest fraction of retail channels value share,modern trade and online are growing appeal in rural Vietnam.Mini Stores are becoming a potentially importan

53、t format as both frequency and spend per trip grow.Rural consumers show strong consumption levels,suggesting plenty of room for manufacturers and brands to drive more penetration in Rural areas.In Rural Vietnam,all sectors showed solid volume growth in Q1.Personal Care is the highest growth sector,w

54、ith a 26%increase in volume driven by the Skincare and Makeup categories.Modern trade channels(Hyper&Supper and Mini stores)are steadily growing in importance to rural consumers with continuous growth in frequency and spending.Room for growth in Rural VietnamPersonal Care as a growth driverIncreased

55、 preferences for modern trade7811322238%6%21%7%22%-7%22Kantar is the worlds leading data,insights and consulting company.We have a complete,unique and rounded understanding of how people think,feel and act;globally and locally in over 90 markets.By combining the deep expertise of our people,our data resources and benchmarks,and our innovative analytics and technology,we help our clients understand people and inspire Lien Regional ASIA Marketing DirectorFOR FURTHER INFORMATION,PLEASE CONTACTFIND OUT MORE AT23