2024全球全渠道报告（英文）

GlobalFMCGOmnichannelReport May2024 ThomasSmith GlobalInsightsDirector WorldpanelDivision|Kantar AuniquereadonglobalretaildynamicsinFMCG Source: Householdpanel-49markets Argentina,Bolivia,Brazil,Chile,Colombia,CostaRica,Ecuador,ElSalvador,Guatemala,Honduras,Mexico,Nicaragua,Panamá,Peru,US Austria,Belgium,Denmark,France,Germany,GreatBritain,Greece,Ireland,Italy,Netherlands,Portugal,Spain,Sweden CzechRepublic,Hungary,Poland,Romania,Serbia,Slovakia,Croatia Egypt,Ghana,Kenya,Morocco,Nigeria,UAE MainlandChina,India,Indonesia,Malaysia,Philippines,SouthKorea,Taiwan,Vietnam 78%ofGDP& 68%oftheglobalpopulation AcollaborationbetweenWorldpanel Division,Kantar,Numerator&GfKCPS 2 Agenda #1StateofPlay #2ChannelTrends #3PrivateLabel 3 #1 StateofPlay 4 GlobalFMCGannualvaluegrowth(%chg) 10.6% 8.6% 6.0% 6.0% 4.0% 3.0% 2.6% 2.0% 2.1% 2.5% 1.3% 1.9% 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 FinancialCrisisPandemicInstability 12% 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 10% 8% 6% 4% 2% 0% FinancialCrisisPandemicInstability 20% WesternEuropeUSAAsia 2008 2010 2012 2014 2016 2018 2019 2021 2023 2022 2020 2017 2015 2013 2011 2009 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% -2% -4% Acceleratedgrowthacrossregions–onlyAsiavaluegrowthremainsmodest FMCGannualvaluegrowthbyregion(%chg) 20222023 24.6% 21.4%22.4% 6.0% 8.6% 6.4% 7.3% 3.5% 8.4% 3.4% 3.7% 12.1% 10.9% 15.9% Global US WesternEurope Asia EasternEurope LatinAmerica Africa (Valueshare$%) (44%) (28%) (15%) (3%) (8%) (2%) FMCGannualvaluegrowthbysector(%chg) 8.6% 8.9% 9.6% 8.5% 7.5% 8.3% 8.5% 7.5% 6.0% 4.3% 4.7% 3.0% TotalFMCG (Valueshare$%) Food (44%) Beverages (22%) Dairy (13%) Health&Beauty (12%) HomeCare (9%) 2022 2023 GlobalFMCGdriversofannualvaluegrowth(%chg) NumberofHouseholdsSpendperTripPurchaseFrequency 2022v 2021 2023v 2022 1.0% 1.7% 1.7% 2.4% 3.3% 4.3% GlobalFMCGquarterlyvaluegrowth(%chg) 14% 9% 11% 12% 5% 3%3% 2% 10%10%9% 8%8% 6% 5% Q12020 Q22020 Q32020 Q42020 Q12021 Q22021 Q32021 Q42021 Q12022 Q22022 Q32022 Q42022 Q12023 Q22023 Q32023 Q42023 0% MainFindings TheFMCGindustrygrewat +8.6%in2023 Thisisthe2ndfastestgrowthrateinthelast12years-behindonlythepandemichit2020,thistimethemaindriverhasbeeninflation WesternEuropeandLatamhardesthitbyinflationInflationpeaksatdifferentstages–USinflationpeakedin2022,Europeaninflationpeakedinthefirsthalfof2023,butLatinAmericacontinuedtobehitbyinflationthroughouttheyeardrivenbyArgentinianhyperinflation 02 01 03 InflationdrivestripspendandfrequencygrowthShoppers‘cope’byshoppingaroundmore,buttripspendincreasesunavoidableduetoinflation.Valuegrowthhasslowedinthe2ndhalfoftheyearwithinflation.Volumegrowthwillbemorecrucialtovaluegrowthin2024withinflationslowing #2 ChannelTrends 13 Discountersstill‘fastestgrowing’,ecommercegrowthratedoubles FMCGannualvaluegrowthbychannel(%chg) 20222023 14.1% 11.0% 10.0 10.8% 8.1% 8.9% 8.6% 7.7% 7.6% 5.7% 6.0% 5.9% 4.9% 3.9% 2.1% Discounters eCommerce TraditionalTradeClub/Cash&Carry Convenience AllChannels Drug/PharmacySuper/Hypermarket % 12.8% FMCGannualvaluesharebychannel(%) Super/HypermarketDiscounterseCommerceTraditionalTradeClub/Cash&CarryConvenienceStoresDrug/PharmacyOtherchannels 5.2% 6.3% 7.4% 10.4% 10.5% 47.7% 5.2% 6.1% 7.3% 10.0% 10.0% 48.9% 49.0% 5.3% 6.1% 7.1% 10.1% 9.6% 2021 2022 2023 FMCGannualvaluecontributiontogrowthbychannel(%) Super/HypermarketDiscounterseCommerceTraditionalTradeClub/Cash&CarryConvenienceStoresDrug/PharmacyOtherchannels 3% 8% 10% 10% 16% 41% 2022 5% 8% 9% 15% 16% 33% 2023 Discounters&ecommerceFMCGdriversofannualvaluegrowth(%chg) GlobalPenetration GlobalFrequency GlobalSpendperTrip($) DiscounterseCommerce 43.7%44.2%44.4% DiscounterseCommerce 41.7 37.839.2 DiscounterseCommerce $24.19$24.20$24.43 35.1%35.5%35.7% 22.623.2 25.4 $17.10$17.63$18.50 202120222023 202120222023 202120222023 Discounters&ecommerceannualvaluecontributiontogrowthbyregion(%) USAW.EuropeAsiaE.EuropeLatam 15% 75% 13% 14% 58% DISCOUNTERS 13% 9% ECOMMERCE Change Share Discountervalueshare(%)ofFMCGsales&change(pts)byregion US3.3%3.5% WesternEurope23.7%24.5% Asia0.0%0.1% EasternEurope 35.1%36.4% LatinAmerica8.9%9.1% 0.2% 1.2% 0.8% 0.0% 0.1% 1.9% 1.2% 0.5% 0.2% -0.1% 2022 2023 2022 2023 2022 2023 2022 2023 2022 2023 DiscountervaluechangeacrossFMCGsectors(%chg) ContributiontodiscountervaluegrowthbyFMCGsector(%) 9% 13% 13% 15.7% FoodBeveragesDairyH&BHomecare 7% 18%4% 15% 14.1% 14.7% 12.6% 11.3% TOTALTRADE DISCOUNTERS Total Discounters Food Beverages Dairy H&B Homecare 57% 23% 43% 12.3% DiscounterFMCGquarterlyvaluegrowthbyregion(%chg) USW.Europe E.Europe LatinAmerica 426 3810 25 37 24 36 23 35 22 34 21 33 9 3 8 Q42021 Q12022 Q22022 Q32022 Q42022 Q12023 Q22023 Q32023 Q42023 Q42021 Q12022 Q22022 Q32022 Q42022 Q12023 Q22023 Q32023 Q42023 Q42021 Q12022 Q22022 Q32022 Q42022 Q12023 Q22023 Q32023 Q42023 Q42021 Q12022 Q22022 Q32022 Q42022 Q12023 Q22023 Q32023 Q42023 27 Change Share Ecommercevalueshare(%)ofFMCGsales&chan