1、Issue 4 March 2023Data period:MAT Q4 2022WORLDPANEL DIVISIONASIAS FMCG MARKET AT A GLANCEWelcome to Asia PulseWelcome to the Q4 2022 edition of Asia Pulse!Welcome to the Q4 2022 edition of Asia Pulse!Asia Pulse is a quarterly publication from Kantar Worldpanel in Asia.The report examines the in-home

2、 fast-moving consumer goods(FMCG)market in 11 countries,offering insights into economic performance and industry trends.In Q4 of 2022,Asias FMCG sector maintained its value at a stable level compared to the previous year,witnessing growth of 3.1%amid inflationary pressures.This was primarily fuelled

3、 by the home care and beverages sectors,which grew by 5.7%and 4.6%,respectively.This edition will be of great value to any brand,manufacturer or retailer interested in staying up to date with the FMCG industry in Asia.We hope you will find it informative and insightful.If youd like to discuss the FM

4、CG performance in your market and how it affects your brand,please get in touch with your Kantar representative or book a consultation with us.Asia OverviewPerformance by SectorsFMCGFoodBeveragesDairyHome CarePersonal CarePerformance by MarketsChinese MainlandTaiwanIndia(Urban)South KoreaUnited Arab

5、 EmiratesIndonesiaMalaysia(Peninsular)ThailandPhilippinesVietnam Urban/RuralSummaryFMCG Growth OverviewFMCG Growth by Sub-regions2Q4 2022|Summary Asia%Value Change FMCG MAT Q4 2022 vs.Year AgoAsiaNortheast AsiaWest&South AsiaSoutheast AsiaTotalChinese MainlandTaiwanSouth KoreaIndia(Urban)UAEIndonesi

6、aMalaysia(Peninsular)ThailandPhilippinesVietnam(Urban)Vietnam(Rural)FMCG Total3.11.44.73.86.35.46.5-1.4-4.313.95.011.3Food5.34.83.63.96.28.18.8-4.3-5.216.5-5.54.9Beverages4.64.0-3.12.010.02.54.5-0.1-3.812.313.315.3Dairy-0.8-2.2-5.6-4.30.23.72.8-2.4-4.68.41.615.1Home Care5.75.46.66.66.09.04.85.1-2.31

7、5.513.713.2Personal Care-0.4-4.312.37.65.61.57.13.0-4.613.915.011.7Growth -0.5%-0.5%5%O V E R V I E W3FMCG Growth in Asia:YOYAsia/MAT Q4 2022 Value Spend Growth vs YA2.91.35.93.13.53.73.15.34.6-0.85.7-0.4FMCGFoodBeveragesDairyHome CarePersonal CareO V E R V I E WQ4 2021Q4 2022FMCG Growth in Asia:YOY

8、Asia/MAT Q4 2022 Value Spend Growth vs YAFMCGFoodBeveragesDairyHome CarePersonal CareSoutheast AsiaNorth AsiaWest&South Asia3.41.01.90.71.76.27.06.84.45.95.73.24.25.8-5.81.41.96.26.38.82.76.25.22.8-0.87.83.84.94.31.84.73.5-2.55.5-2.2O V E R V I E W8.2Q4 2021Q4 20225FMCGAsia/MAT Q4 2022%Value Growth

9、vs YAFMCG2.93.1Chinese MainlandTaiwanSouth KoreaIndia(Urban)United Arab EmiratesIndonesiaMalaysia(Peninsular)ThailandPhilippinesVietnam(Urban 4)Vietnam(Rural)AsiaUnited Arab Emirates2.55.644.8-801.44.73.86.35.44.81.83.43.73.86.5-1.4-4.313.95.011.302.4Q4 2021Q4 20226Food1.35.3Chinese MainlandTaiwanSo

10、uth KoreaIndia(Urban)IndonesiaThailandPhilippinesVietnam(Urban 4)Vietnam(Rural)AsiaUnited Arab Emirates-1.712.23.45.5-8.80.04.83.63.96.28.18.04.48.43.816.19.68.8-4.3-5.216.5-5.54.9Food3.7Asia/MAT Q4 2022%Value Growth vs YAQ4 2021Q4 2022Malaysia(Peninsular)United Arab Emirates75.94.6Chinese MainlandT

11、aiwanSouth KoreaIndia(Urban)IndonesiaThailandPhilippinesVietnam(Urban 4)Vietnam(Rural)AsiaUnited Arab Emirates8.21.97.18.5-5.80.04.0-3.12.010.02.50.00.5-5.28.25.5-4.2-8.44.5-0.1-3.812.313.315.3BeveragesBeveragesAsia/MAT Q4 2022%Value Growth vs YAQ4 2021Q4 2022Malaysia(Peninsular)United Arab Emirates

12、8Dairy3.1-0.8Chinese MainlandTaiwanSouth KoreaIndia(Urban)IndonesiaThailandPhilippinesVietnam(Urban 4)Vietnam(Rural)AsiaUnited Arab Emirates4.03.21.25.5-9.70.0-2.2-5.6-4.30.23.70.04.90.60.2-7.04.610.12.8-2.4-4.68.41.615.1DairyAsia/MAT Q4 2022%Value Growth vs YAQ4 2021Q4 2022Malaysia(Peninsular)Unite

13、d Arab Emirates93.55.7Chinese MainlandTaiwanSouth KoreaIndia(Urban)IndonesiaThailandPhilippinesVietnam(Urban 4)Vietnam(Rural)AsiaUnited Arab Emirates5.12.93.02.4-9.60.05.46.66.66.09.00.0-0.10.91.01.6-1.92.34.85.1-2.315.513.713.2Home CareHome CareAsia/MAT Q4 2022%Value Growth vs YAQ4 2021Q4 2022Malay

14、sia(Peninsular)United Arab Emirates10Personal Care3.7-0.4Chinese MainlandTaiwanSouth KoreaIndia(Urban)IndonesiaThailandPhilippinesVietnam(Urban 4)Vietnam(Rural)AsiaUnited Arab Emirates4.24.55.12.6-4.10.0-4.312.37.65.61.50.04.80.8-1.2-1.2-3.35.37.13.0-4.613.915.011.7Personal CareAsia/MAT Q4 2022%Valu

15、e Growth vs YAQ4 2021Q4 2022Malaysia(Peninsular)United Arab Emirates11Chinese MainlandCHANNEL PERFORMANCEConsumer FMCG purchases in major Chinese cities rapidly rebounded at the end of December 2022.The market is expected to continue its recovery in Q2,with opportunities for brands that can meet con

16、sumers needs for health,convenience,pleasure and indulgence,particularly in lower-tier cities and towns.Although consumers purchased fewer products as they came out of lockdown,they tended to increase shopping frequency.The average consumer placed 15 orders yearly,similar to the average number of vi

17、sits to large supermarkets.Interest commerce,which grew on the back of short-form video content and key opinion leaders(KOL),has achieved remarkable growth.Consumers are motivated to buy products they see being promoted,either via the link in a video or by searching for it themselves online.FMCG mar

18、ket recovers despite challengesO2O model shapes the growth of online retailInterest ecommerce booms0%3%-9%5%9%1%SuperCVSHyperGroceryEcommerceWork Unit/Gift2%5%4%2%-5%0%25333183241413Q4 22Q4 20Q4 21Spend/TripShopping OccasionsMAT Q422 vs Q421Channel Importance%Value 12TaiwanCHAN

19、NEL PERFORMANCEFMCG growth remains as COVID slowsHealthcare continues to growEcommerce settles in244454331913Q4 22Q4 20Q4 21Spend/TripShopping OccasionsMAT Q422 vs Q421Channel Importance%Value Although the pandemic in Taiwan is continuing to ease off,and people are returning to

20、 social life,FMCG sales growth remained strong in Q4 of 2022.The year-on-year growth rate was 5%,mainly driven by the food sector.Spend on personal care grew by 12%year-on-year,a large proportion of which came from the healthcare category.As Taiwanese shoppers became more health conscious after COVI

21、D,sales of health supplements increased significantly by 37%in Q4.Online FMCG sales went up by 20%in Q4 versus the previous year.The health supplement and facial skincare categories were the biggest contributors.HyperHyperSuperSuperCVSCVSDrugDrugStoresStoresDirect SalesDirect SalesPX MartPX MartEcom

22、merceEcommerceOthersOthersHyperSuperCVSDrug StoresDirect SalesPX MartEcommerce17%17%12%12%1%1%0%0%27%27%4%4%1%1%-9%9%-2%2%8%8%-6%6%-4%4%-2%2%14%14%13India(Urban)CHANNEL PERFORMANCEA slowdown in GDP growthBarring beverages,all sectors decline in volumeEcommerce continues to riseChannel Importance%Val

23、ue The Indian economy grew between 5 and 5.1%in Q4 of 2022,lower than the 6.3%recorded in the previous quarter.High prices are adversely impacting the quantum of purchases made by Indian consumers.FMCG consumption declined by 0.8%,while value rose by 6.3%.Beverages is the only sector where both volu

24、me and value see sturdy growth.While the food,home care and personal care sectors have grown in value,they declined in volume.The fastest value growth is seen in categories including chocolates,soft drinks,and ready-to-eat mixes.Among all the channels,ecommerce is seeing the highest growth in shoppi

25、ng occasions,distantly followed by supermarkets.Households have cut down on their spend per trip across channels.SupermarketsKirana/Paan-BeediChemistsOnlineShoppingNetworkMarketingOthers484848494849Q422Q421Q42031%15%-4%10%153%6%SuperKirana/Paan-BeediChemistNetwork MarketingOnline ShoppingOthers-15%-

26、8%-4%-13%-4%-6%Spend/TripShopping OccasionsMAT Q422 vs Q42114South Korea CHANNEL PERFORMANCEInflation affects the FMCG marketThe rebound of beauty and increased demand for healthy drinksContinuous expansion of ecommerceChannel Importance%Value Consumer inflation in Korea was at 5%year-on-year in Dec

27、ember 2022.As the inflation-induced price surge continues,the FMCG market increased 3.8%in value,but a contraction in shopping frequency has resulted in a decline in volume.The pandemic significantly affected the beauty industry,but colour cosmetics and hair care are now performing well due to the l

28、ifting of face-covering rules.The tea market is growing,driven mainly by the young generations interest in healthy drinks.With Koreas strong digital infrastructure,the online channel gained in importance,and now accounts for a 35%share of total FMCG sales value.While other channels marked subpar per

29、formance in frequency,online successfully increased shopping occasions due to its convenience.-4%-7%1%-3%7%-21%HyperSuperOther Modern TradeTraditional TradeInternetNon-store6%3%1%9%5%4%Spend/TripShopping OccasionsMAT Q422 vs Q421HyperSuperOtherModernTradeTraditionalTradeInternetNon-Store24 22 12 6 3

30、2 4 Q4 22Q4 21Q4 2024 21 12 6 35 3 25 24 12 6 29 4 15United Arab EmiratesCHANNEL PERFORMANCEEconomy slows but remains solidFMCG purchase pattern shiftingLeveraging online needs will bring benefitsChannel Importance%Value Indicators for 2022 have pointed to a strong economy in UAE.The first half of 2

31、023 may see a slowdown in oil GDP,but the governments agenda and Dubais transformational projects offer support for non-oil sectors,including FMCG.Shopper behaviour is shifting towards fewer but higher-value trips,focusing on food and home care items,leading to a change in consumer spending patterns

32、.The popularity of online shopping is increasing,with higher frequency and penetration.Online shopping results in a larger basket size than offline,and it keeps increasing over time.Brands and retailers should leverage its increasing popularity,especially among expat Arabs,to drive growth.-8%-6%3%-1

33、1%-11%4%Total CarrefourTotal LuluKey Named HypermarketsKey SupermarketsKey CooperativesOthers7%3%-1%10%5%6%Spend/TripShopping OccasionsMAT Q422 vs Q421Total CarrefourTotal LuluKey NamedHypermarketsKey NamedSupermarketsKey NamedCooperativesOthersQ422Q421Q42020693834*Key Hypermar

34、kets-Nesto Hypermarket,Safeer/Al Safeer Hypermarket,K.M.Trading,Mega Mart,Big Mart 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

35、Coop.Society,Al Mushrif Coop.Society,Al Ain Coop.Society,Bani Yas Coop.Society*Others Baqalas/Minimarkets,Newly added stores(e.g Viva,Shaklan,Big Bazar)and Remaining stores(Pharmacies,Specialty Stores and Others)16IndonesiaCHANNEL PERFORMANCEFMCG shows steady growthPrice drives growth across sectors

36、Tighter competition for share of walletChannel Importance%Value FMCG growth stands at 6.5%,a steady increase on the previous quarter,as inflation pressures continue.Reducing spend per trip has become a strategy for coping with the price increases,and indicates shoppers might choose cheaper brands or

37、 smaller packs.In most sectors,price increase remains the growth driver,which means it is important for brands to anticipate how shoppers will prioritise the categories they buy.However,the home care sector has managed to grow volume,indicating that smaller packs are gaining traction.Although FMCG g

38、rowth in 2023 is expected to be lower than last year,this presents an opportunity for brands to adapt to the changing needs of consumers.As shoppers continue to adjust their purchasing habits,brands need to work harder to compete for a share of the money they have to spend.Spend/TripShopping Occasio

39、nsMAT Q422 vs Q421Hyper+SuperMini MarketsTraditionalTradeSpecialty storeOthersHyper+SuperMini MarketsTraditional Trade-2%0%1%57%2%5%6%-2%Online(under Others)6174694Q4 20Q4 21Q4 2277317Q4 20Malaysia(Peninsular)CHANNEL PERFORMANCEThe Malaysian Consumer Sentiment Index continued to improve,i

40、ncreasing by 6.9 points to 105.3 in Q4 of 2022,higher than the same quarter in 2021(97.2).This was potentially driven by an improvement in employment and income expectations,with inflation worries continuing to dampen optimism.Spending remains cautious,with shoppers planning carefully,and prioritisi

41、ng saving for a future downturn.In-home FMCG spend per trip grew slightly,with household and personal care outperforming the food sector.However,consumers are making fewer trips overall.Within modern trade,sales in hypermarkets and supermarkets normalised,while the performance of minimarkets continu

42、ed to improve due to higher penetration and trip spend.Meanwhile,drug,beauty,and pharma channels are growing in tandem with the non-food sector,gaining in penetration as well as trip size and spend.Consumers maintain a positive but cautious outlookConsumers maximise spend for every tripProximity cha

43、nnels are performing well3%0%1%-10%16%-19%HyperSuperMiniGeneral TradeDrug Beauty&PharmacyE-commerce-5%0%3%1%2%2%Spend/TripShopping OccasionsMAT Q422 vs Q421Channel Importance%Value HyperSuperMiniGeneral TradeDrugBeauty&PharmacyEcommerceOthers21411015436Q4 22Q4 2118ThailandCHANN

44、EL PERFORMANCEIn-home FMCG saw growth during COVID as Thai consumers stayed at home more.In 2022,as they started to resume out-of-home(OOH)activities,demand returned to pre-COVID levels.In addition,reduced subsidies and high inflation caused in-home FMCG sales to fall at the end of 2022.Lower govern

45、ment support and high inflation led to less disposable income and made consumers spend more cautiously.Thai shoppers started spending less per trip,while the number of categories they bought reached an all-time low.For in-home FMCG,convenience stores continued to grow after COVID,when consumers buil

46、t a habit of shopping via this channel due to its proximity,good promotions,and convenient experience.Local channels,which benefited from government subsidy programmes during COVID,lost some share to hypermarkets.In-home FMCG declines to pre-COVID levelsTrend for cautious spending continuesConvenien

47、ce stores and hypermarkets are winningChannel Importance%Value Spend/TripShopping OccasionsMAT Q422 vs Q421HyperSuperCVSH&B StoresPVSDirect SalesEcommerce5%5%-3%3%-1%1%-2%2%-4%4%1%1%-10%10%0%0%-6%6%0%0%9%9%-4%4%-8%8%28%28%HyperSuperCVSH&BStoresPVSDirectSalesEcommerceOthers01151

48、416344311Q4 22Q4 21Q4 2019PhilippinesCHANNEL PERFORMANCEThe Philippine economy is steadily recovering,and the unemployment rate has decreased to 4.2%,indicating that more Filipinos are finding jobs.However,consumer confidence continues to decline as inflation intensifies.As of January 2023,the infla

49、tion rate is at 8.7%.Although FMCG spending remained higher during the 2022 holidays than the previous year,shoppers are starting to deprioritise personal care and continue spending on food and beverages due to inflation.To cope with rising prices,shoppers continue to manage their budget through sar

50、i-sari stores,which require a smaller cash outlay.Within hypermarkets and supermarkets,shoppers are maintaining their overall spending for FMCG.Confidence and inflation remain key challengesFilipino shoppers spend more cautiouslySari-sari stores are still key channels Channel Importance%Value Spend/

51、TripShopping OccasionsMAT Q422 vs Q421SuperHyperGroceriesDrug StoresDirect SalesCVSTraditional Trade6%6%-6%6%0%0%2%2%4%4%4%4%10%10%SuperHyperGroceriesDrug StoresDirect SalesCVSTraditionalTradeOthers-3%3%-4%4%4%4%12%12%8%8%-11%11%5%5%22.622.65.45.47.37.33.63.647.747.77.97.924245.55.57.27.23.23.248.04

52、8.07.07.027.627.65.95.96.56.53.73.742.342.38.68.6Q4 22Q4 21Q4 2020VietnamCHANNEL PERFORMANCE(Urban 4 Cities)In 2022,Vietnams economy recorded impressive GDP growth of 8%,the highest in over a decade.However,the economy felt the impact of global inflation,with the consumer price index(CPI)rising sign

53、ificantly and further increases anticipated in 2023,putting pressure on purchasing power.The beauty segment within the personal care sector is on track for a strong recovery in 2022,thanks partly to several facial care categories that recorded double-digit growth in two consecutive years.Global inst

54、ability and inflation exert pressure Beauty bounces back from 2021 declineChannel Importance%Value Spend/TripShopping OccasionsMAT Q422 vs Q421Street ShopsWet MarketSpecialty StoresHyperSuperMini StoresOnline0%0%3%3%8%8%-2%2%5%5%8%8%12%12%3%3%13%13%-3%3%3%3%-2%2%0%0%7%7%Street ShopsWetMarketsSpecial

55、tyStoresHyperSuperMini StoresOnlineOthers527657653977894Q4 22Q4 21Q4 2021VietnamCHANNEL PERFORMANCE(Rural)Channel Importance%Value Total FMCG posted an overall value growth vs.YA both in Urban 4 cities and Rural areas,driven mainly by an increasing price paid.Rural areas showed promising

56、signs as volume consumption increased,albeit at a slower rate than the price increases.-2%0%21%31%39%28%Street ShopsWet MarketsSpecialty StoresHyper&SuperMini StoresOnline10%8%17%11%12%7%Spend/TripShopping OccasionsMAT Q422 vs Q421Street ShopsWetMarketsSpecialtyStoresHyper&SuperMiniStoresOnlineOther

57、sQ4 2274114222Q4 21Q4 207712322 2751332Despite 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 important format as both frequency and spend per trip grow.Total FMCG posted an over

58、all year-on-year value growth in both urban 4 cities and rural areas,driven mainly by an increasing price paid.Rural areas showed promising signs as volume consumption increased,albeit more slowly than the price increases.Although they still account for a modest fraction of retail channels total val

59、ue,modern trade and online are gaining appeal in rural Vietnam.Mini stores are becoming important as frequency and spending per trip grow.Increasing average price paid is the key value driverModern trade and online gain in rural areas22Kantar is the worlds leading data,insights and consulting compan

60、y.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