凯度：赢在全渠道-2022年全球快速消费品行业年度指南.docx

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1、凯度：赢在全渠道2022年全球快速消费品行业年度指南凯度(Kantar)近日发布了赢在全渠道-2022年全球快速消费品行业年度指南。今年的快消品报告涵盖了占据全球GDP的83%的50个市场。2020年，新冠疫情大暴发引发了一些非常态的消费行为,使得快消品行业在短期内利润飙升。但随着封锁逐渐解除，商店、酒吧和餐馆开业，2021年快消品市场回归正轨，市场表现回落至疫情前水平。不考虑全球通胀影响的情况下，2022年快速消费品增速预计在1%左右。当然，随着通胀上升，支出也会上升,如果将通胀因素考虑在内，那么可能会看到大约23%的收入增长。这将推动其自身行为的改变。除了通胀对该行业的“人为”提振，我们还

2、将看到更多的下行交易，购物者将试图削减高于正常水平的购物篮支出。消费者会关注自有品牌和更便宜的选择，减少冲动购买,整体上更有节制地消费。这在更脆弱的市场和低收入消费者中尤其明显。随着消费者钱包的进一步紧缩，食品和饮料将是2021年增长最快的行业。报告发现，电子商务无疑正在崛起，全球年增长率约为15-20%0当然，这与疫情推动的增长数据完全不同，但它清楚地表明了电子商务活动在更广泛的范围内的实力及其上升轨迹。将目光投向新兴市场将可能获得更多机遇，品牌应该着眼于通过在线和社交渠道提供零售服务。报告中还指出，随着成本的上升，购物者购买的商品种类越来越少，购物篮的大小也受到限制。因此，人们需要比以前更

3、频繁地选择品牌，这使得品牌知名度比以往任何时候都更加重要，尤其是在后疫情时代购物场合减少的趋势下。提高知名度的策略将包括：激活促销活动、扩大范围以优化各品类品牌的可见度，以及确保（在实体店中）产品通过赢得货架上的视觉水平放置来最大限度地吸引购物者的注意。凯度重点强调了电子商务的重要性和购物者转向折旧店的可能性，同时也提醒快消品牌还应考虑超级市场的持续主导地位。预计到2025年，超级市场仍将占据主导地位。展望未来，各大品牌的重中之重在于追踪消费者如何应对通胀并据此评估其营销策略。品牌需要为电商的发展做好规划和布局，为2025年及以后的零售格局做好准备。WinningOmnichannelOur

4、annual guide to the globalFMCG landscape2022 GLOBAL E-REPORT: ISSUE 6Last year we forec(post-pandemicf vcwould slow down tThat is almost exa(happened with thesaw that global FNslowed to +2.1% (cmuch more in linelevels) So. why the shift?was tncit much of 1was due to out of-consumption occain home. F

5、or mamThe impact of COVID-19 on thetake-home FMCG industry wasone which resulted in double-digit value growth globally in2020. But at the start of 2021zwe were unsure what to expectfor the industry.We knew this extaodinory growthwas an effect ot the restrictions onmovement around the globe andnot a

6、trend. Double digi: ： , . .was not expected at a global levelfor an exceptionally long time ifever again - and certainly not in2021. We hod no visibilly o- . When lockdowns would end, andrestaurants reopen How quickly consumers wouldreturn to their old habts Even with freedom of movement :whether pe

7、ople would eat anddrink out-ot home like they hadpreviously How many people would remainworking from home, either full-time or part-time% Annual Value Growth2012Rum Mr中g Dh的V 心仲& tiMngt力QEvH/担伶，切用修 痴& M Me 忸3叫2021: The state ofplayThe take home FMCG industrys growth slowedbetween 2020 and 2021. But

8、does the regionalstory reflect the global one?The global FMCG slowdownFMCG % annual value growth%z%一,0,MEACO VID levels of oviConversely, India sstrongest growth rin 2020, but this al2021, while Japan -being in decline, tcIn 2C/1, take-home FM J3 valuegrowth slowed down across ol；regions - even movi

9、ng into declinein Western Europe. The impact。，COVID-19 was most pronounced inLatin Amenca, MEA, and the US,although the：r 202! performancewas still higher than 2019.In Latin America, despite aslowdown, 19.2% was the fastestgrowth recorded by any region in2021. This is due to lockdownrestrictions sti

10、ll being very presentacross the region, particularly inkey markets such as Brazil - plusinfiation hos been higher than inany other region (which thesegrowth figures capture).The Asia region saw a minimalchange across both 2020 and 2021,with a small acceleration followedby a small deceSeration, howev

11、erGlobalLatmAmericaSourceeoc Klo 8 G伏 8 收8tperformance remains highlyfragmented. Mainland China - thelargest market ：n the region - sawrMCG slow sign：ficantly in 2020 butdespite a mini-revival in 202 theirgrowth remains behind the pre-% Change vs YeaQ22OC22.0Shopping hatFrom very early onpandemic, w

12、e sawbehaviours and bunever witnessed beindustry. Stockpilirout-of-home spen6%growth. The biggest driver ofBeverages slowdown was Wine &Champagne which bucked the trendentirely, going from double digitgrowth in 2020, to decline in 2021.The Health & Beauty sector is anarea where there is o little morenuance. Despite seeing