imagesReport

Consumer changes in the Chinese FMCG market before and after COVID-19

Release date
May 2020
# of pages
23
Agency
Kantar Worldpanel
Report price
Free
Target countries
  • ChinaChina

Description

This report summarizes the recovery patterns of categories and changes in channel usage, including O2O delivery, in the Chinese food and beverage market before, during, and after COVID-19.

Summary

China's FMCG sales growth rate was negative because of COVID-19 in the January-March period, but recovered as +4.2% (YoY) in the April-May period. However, the recovery pattern differs by category and can be categorized into four patterns: 1) Growth, 2) Limited Impact, 3) V-shape, and 4) U-shape. Examples of categories that continue to grow during and after COVID-19 include seasonings, cheese and butter, and others that are attracting new habits and new consumers. Examples of categories that showed a V-shaped recovery after COVID-19 include cereals, instant coffee, and alcoholic beverages, showing that consumption and lifestyles are returning to normal. In terms of channels, e-commerce grew by 19% during COVID-19, and purchases via O2O apps reached 4.3%. As for post-COVID-19 marketing, the key will be to understand new habits and changes in the profile of brand purchasers and change communication accordingly, as well as to collaborate with EC and O2O.

Research design

Research method: Consumer purchase panel survey (Product code scan or diary)
Respondent criteria: Households living in Tier 1-5 cities in China

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