2022中国快消品零售市场趋势解读

© 2021 Nielsen Consumer LLC. All Rights Reserved.NielsenIQ© 2022 Nielsen Consumer LLC. All Rights Reserved.©2021NielsenConsumerLLC.AllRightsReserved.33.834.217.712.412.18.52.54.44.93.91.76.7-3.5-11.1-6.73.1零售总额当期值(亿元）零售总额同比增幅(%)2022年指数值环比增长1月121.51.42%2月120.5-0.82%3月113.2-6.06%4月86.7-23.41%5月86.80.12%6月88.92.42%©2021NielsenConsumerLLC.AllRightsReserved.4742403433163-4-11-28-31-34-37-60-40-2002040603数据来源：尼尔森IQ全球消费者调研（中国区域）© 2022 Nielsen Consumer LLC. All Rights Reserved.©2021NielsenConsumerLLC.AllRightsReserved.43%9%1%5%8%5%2%1%-4%-5%35%37%11%19%15%5%1%4%1%-2%-6%-3%-5%-5%5%4%3%-2%-6%-7%-10%0%10%20%30%40%50%60%2020 Q12020 Q22020 Q32020 Q42021 Q12021 Q22021 Q32021 Q42022 Q122 Q2快速消费品总体线上线下© 2022 Nielsen Consumer LLC. All Rights Reserved.©2021NielsenConsumerLLC.AllRightsReserved.©2021NielsenConsumerLLC.AllRightsReserved.Source: NielsenIQ 2022 Consumer Outlook Survey, Dec 2021, NielsenIQ RI Database, Desk Research5© 2022 Nielsen Consumer LLC. All Rights Reserved.©2021NielsenConsumerLLC.AllRightsReserved.©2021NielsenConsumerLLC.AllRightsReserved.线上购买获得更高性价比消费者在保证品质的前提下强调“性价比”Source: NielsenIQ 2022 Consumer Outlook Survey, Dec 2021| 疫情后中国消费者如何降低日杂消费支出？中国 44%全球 24%中国 29%全球 19%中国 26%全球 16%购买认可的品牌大包装产品权衡最重要的属性更理性6© 2022 Nielsen Consumer LLC. All Rights Reserved.©2021NielsenConsumerLLC.AllRightsReserved.©2021NielsenConsumerLLC.AllRightsReserved.生鲜购物者趋势研究；波士顿咨询（BCG）报告262524商品质量不稳定/担心商品质量自提地点不方便/没有直接送到家方便商品种类有限7© 2022 Nielsen Consumer LLC. All Rights Reserved.©2021NielsenConsumerLLC.AllRightsReserved.©2021NielsenConsumerLLC.AllRightsReserved.11.811.010.415.114.515.616.215.515.54.04.24.435.536.536.45.15.55.011.612.312.1滚动年度2020滚动年度2021滚动年度2022母婴化妆品店食杂店便利店小超市超市大卖场➢➢➢➢➢➢8© 2022 Nielsen Consumer LLC. All Rights Reserved.©2021NielsenConsumerLLC.AllRightsReserved.©2021NielsenConsumerLLC.AllRightsReserved.9数据来源：尼尔森IQ O2O平台，合作零售商数据加总26.722.823.826.817.521.919.214.915.617.416.615.69.07.28.110.67.48.77.79.34.14.15.65.521年3-5月2022年3月2022年4月2022年5月其他非食家庭清洁母婴个人护理其他食品即食食品饮料粮油酒类乳制品© 2022 Nielsen Consumer LLC. All Rights Reserved.©2021NielsenConsumerLLC.AllRightsReserved.©2021NielsenConsumerLLC.AllRightsReserved.购买渠道生鲜渗透率2021年忠诚度生鲜电商25%第三方到家17%大卖场63%超市48%小超市19%33 34 38 38 37 滚动年21年6月 滚动年22年6月2022年4月2022年5月2022年6月1020%36%65%43%69%30%49%67%45%55%21年19年© 2022 Nielsen Consumer LLC. All Rights Reserved.©2021NielsenConsumerLLC.AllRightsReserved.©2021NielsenConsumerLLC.AllRightsReserved.数据来源： NielsenIQ 2021-2022生鲜购物者趋势报告，NielsenIQ 生鲜数据库•••••••••••••••••••••••11© 2022 Nielsen Consumer LLC. All Rights Reserved.©2021NielsenConsumerLLC.AllRightsReserved.©2021NielsenConsumerLLC.AllRightsReserved.Source: UNWPP2019，桌面研究64+55-6445-5435-4425-3415-240-1412© 2022 Nielsen Consumer LLC. All Rights Reserved.© 2022 Nielsen Consumer LLC. All Rights Reserved.©2021NielsenConsumerLLC.AllRightsReserved.©2021NielsenConsumerLLC.AllRightsReserved.Source:尼尔森IQ X哔哩哔哩洞察2021 Z世代食品饮料消费洞察报告，尼尔森IQ零售指数数据库13©2021NielsenConsumerLLC.AllRightsReserved.©2021NielsenConsumerLLC.AllRightsReserved.14© 2022 Nielsen Consum