The following is the Global FMCG market report 2020 From Kaidu recommended by recordtrend.com. And this article belongs to the classification: Kantar, Consumer research, User Research, research report.
Kaidu consumer index released the latest issue of “win omnichannel” report. According to the report, the global FMCG market will grow by 10% in 2020, four times faster than that in 2019. The epidemic has changed consumer habits around the world. This issue of “winning Omni channel” report analyzes the real consumption journey of more than one million global shoppers, representing the consumption behavior of 5 billion consumers (66% of the global population), covering 83% of the global GDP.
The main points of the report are as follows :
Affected by the increase in the frequency of eating at home, the food category increased by 11.4%.
Sales of home care products increased by 9.8%, mainly driven by Xiaosha cleaning products.
Due to limited social interaction, the health and beauty categories with rapid growth in 2019 decreased by 0.1% year on year. However, sales of cleaning related products such as hand sanitizers and shower gels increased from 6% to 16%.
E-commerce sales increased by 45.5%, and more and more families began to buy FMCG online. At present, e-commerce channels account for 6.5% of the total sales of FMCG.
The United States was the fastest growing market (14%), followed by Western Europe (11.2%), Latin America (10.1%), Eastern Europe (6.6%) and Asia (3.1%).
Although the total sales of household consumption of FMCG will increase by 10% in 2020, the total sales of indoor and outdoor food and beverage (excluding alcohol) will decrease by 2-5%.
In 2019, the beverage, dairy and food categories have accounted for 74% of the total FMCG. In 2020, as consumers spend most of their time working at home, these three categories have increased by 8.6%, 10.3% and 11.4% respectively. Under the influence of the epidemic situation, 15 of the top 20 growth categories come from these three categories. Among them, the sales growth of sugar and sweeteners, seasonings and olive oil also shows that the number of cooking and baking at home will increase in 2020.
Restricted access to restaurants and bars led to an 11% increase in the number of alcohol consumed at home (Latin America, Western Europe and Asia as a whole). That’s only 2% in 2019. Western Europe and Latin America grew by 25% and 20% respectively, while Asian consumers are more sensible in the face of the epidemic, with wine sales down 10% in 2020 compared with 2019.
“2020 is a year for the transformation of the FMCG market. Before the outbreak, we predicted that the growth of FMCG in 2020 would be maintained at about 2.5% Global retail and shopping director St é Phane Roger explained, “from the material reserves in the first quarter to the continuous change from outdoor consumption to home consumption in the next year, coupled with the limited face-to-face social interaction, the impact of the epidemic has affected all regions, countries, channels and categories. This also highlights the importance of adapting to uncertainty and finding new growth points. Although FMCG benefits from the epidemic, such growth is not necessarily sustainable, which also shows that we need to understand and adapt to changing consumer trends and behaviors. “
Double growth of e-commerce channels
COVID-19 has accelerated the growth of e-commerce in almost all markets. In 2020, FMCG will be purchased online at least once, and global consumer households will grow by 5%, equivalent to an increase of 67 million households. In 2019, the e-commerce channel will grow by 18.9% and the market share will be 4.9%. By 2020, the sales volume of e-commerce channels will increase by 45.5%, and the market share will increase to 6.5%. Among them, Asia is the fastest growing market.
The market share of Chinese mainland and South Korea’s electricity supplier channels has reached 25%, an increase of 6.4 and 3.3 percentage points respectively. In developed countries, the proportion of e-commerce channels in FMCG industry is the highest, accounting for 11.4%. In other developed markets, the proportion of e-commerce is in single digits, of which only 4.1% is in the United States, which just shows that there is still a huge room for growth of e-commerce in western countries.
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