2024年全球及亚太消费者展望报告：把握消费趋势，洞察战略增长-英文版

Navigating the 2024 pressure points to growth NIQ Thought LeadershipJanuary 2024 Heading into 2024, The state of consumers ispressured •Consumers have been testedin more ways than one over thepast year and beyond. •Resilienceis emerging throughchange as consumers shift survivaltactics into long-term behavioralshifts. •This year, expect:continued polarization between thefinancially insulated and insecureand a renewed focus on planningfor proactive health & retirement. Rising costs of living remain top of mind for consumers Concerns about geo-political crisis climb to the forefront this year Polarized financial situations remain 34% of consumers feel worse off, but less so than a year ago Consumers can’t escape the cost-of-living crisis Causes of worsening financial situations among consumers Of the 34% of consumers who areworse offthis year… Extreme concentration of capital among the wealthy Financialpolarizationwill fragment consumerspending classes Top 10% own ~60-80% of global wealthTop 10% own ~60-80% of global wealth The extreme polarization of wealth will continueExpect a deepened K-shaped path to futuredevelopment Playing the field of financially polarized consumer groups The Global Economic Divide-Tracking financial situations and responses Steady andpolarized The cautious middle of globalconsumers persists–butcontinued polarizationas themost affluent rise and themostvulnerable show signsof rebound Average wage growth forecasts for 2024 compared to consumer price inflation Consumer inflation growth forecasted to slow in 2024 and beyond,but decelerated growth isnotdeflation Global CPI % growth forecast Global FMCG Equiv. Vol. Price % Change Connecting the dots What does this meanfor retailers & brands? Global inflation is still propping up FMCG performance with volume growth consumption staticor soft Rising pricesare stillplaguingseveral keydepartments Without the right data and subsequent action,2024 could be a race to zero-dollar growthin the US and beyond Wallet shifts favor spending more on life essentials Survival instincts reign supreme, but in some cases, fewer consumers intend to cut back on discretionary categories than in 2023(e.g., Clothing / Apparel) FMCG retains essential positioning among consumers Particularly fresh foods and wellness products Spending intentions for next 12 monthsnet change in spending (pt. change) Winningwith today’spressuredconsumers Spoiler alert:It’s not justabout price Saving motivators for Consumers around the world Maintainingconsumer andshopper loyaltywill be achallenge in2024 Listening to the voice of consumers can guide companies on how to most effectively ‘take price’ Consumers signal that they would prefer companies offer value for money if pricescontinue to go up If prices continue to increase/remain high inthe next3 months…What actions would you prefer your brands and retailers take, related to the products you purchase? Change vs YAValuesharechg. in p.p.–Latestyearended Global Pricetiermix Adapting toGlobalPrice Tier Shifts Valuesalesmix–LatestyearendedOct’23–Total FMCG Oct’23–Total FMCG As a response to the globalrecessionary environment, theconsumer SAY/DO connectionis strong. They told ustheysearch for better pricesand value has shifted 0.6 of ashare point to lower price tiers. Although this is a seeminglysmall share movement, itequates tobillions insalesmoving from higher pricetiers to lower tiers Growing around ‘The Big Squeeze’ With pressures felt from multiple angles,consumers are pivotingaround emergingchallenges to get by. These maneuvers creategreen shoots of opportunitythatcompanies can harness to weather the storms ahead. Although there is an expectation the challenging consumer environment will persist,there have beenpockets of growthacross the last few years that highlight winningstrategies. Let’s review them… Despite some deceleration in growth, Private Labelproducts continue to deliver on consumers’ searchfor better value Private Label Performance Value sales % growth vs. year-ago by region Continuous innovation can help companies to breakthrough Supporting bottom line and boosting overall growth during times ofvolumetric slowdown Impact of innovation on overall growth* Manufacturers growinginnovation sales in 2022 were1.8x more likely to grow overall salesthan those with stagnant ordeclining innovation sales of global consumers say they would purchase aproduct that has innovated to make it asaffordable as possible 63% Inflation impacted Better For trends in the past year, but growthexpected in 2024 as sales trend is shifting back NIQBetter For… "After two years of decline,we expect the global T&Dmarket to finally turnpositive again in 2024, albeitat a small scale" InesHaagaGfK’s insights expert for ConsumerTechnology and Durables. The following trends and developments areexpected to drive growth in 2024: •Almost four years after thepandemic,replacement cycleswill kick i