ASIA’S FMCG MARKET AT A GLANCE Issue 2 | June 2021Worldpanel DivisionKEY HIGHLIGHTS ACROSS ASIACHINESE MAINLAND#FastRecoveringEconomyThe National Bureau of Statistics released year-on-year GDP growth figures of 18.3% for the first quarter of 2021. With the pandemic under effective control and the economy getting stronger, the FMCG market has been recovering very well.#StrongGrowthinFMCGMarketIn Q1 of 2021, the FMCG market grew by 10.5% year-on-year, which is a 3.1% increase compared with the same period in 2019 – before the COVID-19 outbreak.#EmergingOOHMarketThe out-of-home FMCG market grew rapidly by 38.9% year-on-year in Q1 of 2021, on a par with the growth rate during the same period in 2019. This indicates that Chinese Mainland’s out-of-home consumption has made a strong recovery.TAIWAN#EconomicVshapeRecoveryTaiwan’s GDP is forecast to grow more than 8% between 2021 and 2023 – a new 10-year high. In Q1 of 2021 FMCG growth remained stable at 2.7%.#NewHeightsforEcommerceIn Q1 of this year ecommerce powered up to become the channel with the third highest FMCG value share in the market, with spend growing 13% after a double-digit rise in the total number of online shops. This indicates that Taiwanese shoppers are getting used to purchasing FMCG products online.#CleansingSustainsGrowthIn the first quarter of 2020 sales growth in home care came mainly from the panic-buying of paper products. This year, only the household cleansing category managed to sustain growth, with a 1% increase in spend.SOUTH KOREA#SlowPaceofRecoveryKorea’s economy grew by 1.8% compared to the previous year, with the CCSI (Composite Consumer Sentiment Index) slowly recovering and reaching 100 for the first time since January 2020.#ChangesinWaysofShoppingConfirmed cases of COVID-19 continue to increase, driving a change in shoppers’ purchase patterns. Some are buying more from nearby supermarkets and online, while others prefer to buy products in bulk at club hypermarkets such as Costco.#ShiftinConsumerNeedsThe pandemic has also led to changes at a category level. Shoppers have spent more on home-cooking categories, such as cooking oil and sesame oil, with major growth coming from the online channel. In contrast, the cosmetics market is declining, mainly driven by the decrease in both frequency and volume per trip as people wear less make-up.INDIA URBAN#Down-tradingIt is estimated that India’s GDP will decline by -7.5% for FY 20-21, mainly due to the adverse impact of COVID19. However, household spend on FMCG has surged due to an increase in in-home consumption.#PositivePerformanceFood and dairy have reported strong growth, as an effect of consumers working from home and staying in. Households are also concerned about hygiene, resulting in increased spend for home care and personal care.#ChangingShopperBehaviourFMCG companies made bigger packs easily available to households who were spending more per shop across channels in order to avoid multiple trips during the pandemic.2KEY HIGHLIGHTS ACROSS ASIASAUDI ARABIA#TheSurgeinFMCGWhile families are spending more on FMCG due to COVID-19 and the increase in VAT, they are trying to balance their household budget by purchasing lower volumes.#DifferencesinConsumerBehavioursThere are significant differences in the way people from different ethnicities have reacted to these stringent times. Locals and more affluent families are spending more and making fewer shopping trips, while expat Asians and less affluent households are purchasing smaller baskets.#ProximityMattersLower trade channels have held their ground despite a loss in footfall, due to bigger basket sizes – indicating that proximity matters to shoppers. Modern trade is now gaining market share back from wholesale.UNITED ARAB EMIRATES#FMCGBasketShrunkThe overall FMCG basket has shrunk in terms of both spend and volume, as families try to balance their household budget.#ShopLessOftenFewer shopping trips are a common trend across all ethnicities and levels of affluence, and bigger basket sizes have been unable to compensate for the loss in spend.#CuttingSpendMost retailers, barring LuLu, have seen spend drop due to shoppers making fewer trips, as well as a decreasing buyer base.INDONESIA#SignsOfRecoveryIndonesia’s GDP continued to contract in Q1 of 2021, but we are seeing signs of recovery. Household consumption is also recovering, in parallel with a rise in consumer confidence and increased mobility.#RationalisedSpendingShoppers are rationalising their FMCG spend, while maintaining the same number of shopping trips. With continued restrictions on outdoor activity, households are opting for higher in-home consumption and bigger packs to manage their budgets.#SpotlightOnOnlineDespite being small, the online market in Indonesia is gaining in importance and is expected to grow further in the future in line with what we are seeing in other South-East Asian markets.MALAYSIA#SentimentsImprovedThe Consumer Sentiment Index improved to reach 98.9% in Q1 of 2021 as the national immunisation programme got underway. However, there are still growing jitters over rising prices.#IncreasedInhomeOccasionFMCG continues to grow year-onyear as the COVID-19 pandemic stretches on. All sectors grew at a faster pace than in 2020, particularly packaged groceries, due to more in-home occasions.#ChangingChannelLandscapeOnline and supermarkets have been the biggest winners during the pandemic. But while online gained from an increase in number of trips and penetration, supermarkets mainly benefited from higher spend per trip, in addition to increased penetration.3KEY HIGHLIGHTS ACROSS ASIATHAILAND#GovernmentSubsidySince the last quarter of 2020 the government has launched various subsidy programmes designed to provide Thai shoppers with more financial support. This is encouraging them to spend more, which helped the take-home FMCG market to grow by 2.9% in Q1 of this year.#ChannelShiftThai shoppers have shifted to provision stores and local supermarkets/CVS, as they are able to use the funds provided through the government subsidy programmes in these outlets. This has led to a decline in hypermarkets’ share of FMCG spend.#Selective&StockUpFewer shopping trips with bigger basket sizes continues to be the trend. Thai shoppers are not only selective about where they buy but also what category/brand they buy. Winning each basket becomes more challenging for both retailers and brands as there are fewer chances for them to be selected.PHILIPPINES#ChallengedEconomyCOVID-19 has brought the Philippines to its longest recession in more than 20 years. Although the decline has slowed, GDP continues to contract, and recovery might still be more challenging than expected.#CautiousSpendingFilipinos continue to reduce their inhome FMCG spending. However, the food sector remains resilient as shoppers’ top priority.#OmnishoppersAs quarantine measures ease up, shoppers are now able to access more channels. Traditional stores are starting to revive as well.VIETNAM#EconomicOverviewEconomic growth has recovered during Q1 of 2021, coupled with an improvement in consumer confidence.#SlightDeclineinFMCGThe FMCG market posted in a slight decline in Q1 of 2021 compared with the peak of Q1 2020, which was driven by COVID-19. However it still shows strong growth compared to the same period in 2019, pre-pandemic.#OnlineBoomingThe online channel is increasing its share of retail value, outstripping more established channels in both urban and rural areas.4Q1 2021 | Summary Asia% Value Change FMCG – MAT Q1 2021 vs. Year AgoGrowth ≤ -0.5%-0.5% < Growth ≤ 5%Growth > 5%Asia Total FMCG Total 5.0Northeast AsiaChinese MainlandTaiwan South KoreaWest & South AsiaIndia (Urban)Saudi ArabiaUAE4.82.77.19.811.6-2.1Indonesia MalaysiaSoutheast Asia Thailand PhilippinesVietnam (Urban)Vietnam (Rural)7.711.42.9-9.46.57.5Food6.02.56.015.98.615.6-0.312.519.56.5-4.410.69.8Beverages 3.53.34.811.74.413.2-10.45.57.36.5-10.96.10.2Dairy5.15.71.96.125.411.23.47.010.4-1.0-7.54.48.8Home Care 5.88.3-3.24.711.93.0-3.82.91.73.4-14.22.58.1Personal Care4.16.6-0.9-8.711.96.5-5.03.82.2-0.8-17.97.415.55FMCG Growth in Asia: YOYAsia/MAT Q1 2021 – Value Spend Growth vs YA5.0 3.46.0 3.13.5 -0.15.1 2.4Q1’20Q1’217.7 5.85.9 4.1FMCGFoodBeveragesDairyHome CarePersonal Care6FMCG Growth in Asia: YOYAsia/MAT Q1 2021– Value Spend Growth vs YANorth Asia5.0 2.84.6 2.2West & South AsiaSoutheast Asia9.2 4.24.9 2.8FMCG9.0 4.1 4.9 7.4Food4.2-3.8 5.91.55.9 0.9Beverages5.6 1.910.7 0.5 4.52.1Dairy9.2 7.2Q1’20Q1’216.2 4.78.9 6.411.5 7.25.1 0.1Home Care4.1 -1.5Personal Care7FMCGAsia/MAT Q1 2021 – % Value Growth vs YAFMCG2.8 4.84.5 2.75.0 3.4Chinese Mainland9.1 7.7Taiwan11.4 3.7AsiaIndonesiaMalaysia7.1 2.1South Korea0.4 2.9ThailandQ1’20Q1’219.8 5.2India (Urban)0.6 -9.4Philippines11.6 1.9Saudi8.1 6.53.5 -2.1United Arab Emirates8.9 7.5Vietnam (Urban 4)Vietnam (Rural)8FoodAsia/MAT Q1 2021 – % Value Growth vs YAFood1.6 2.55.8 6.06.0 3.1Chinese Mainland12.5 8.7Taiwan19.5 4.7AsiaIndonesiaMalaysia15.9 4.2South Korea6.5 1.6Thailand8.6 4.0India (Urban)Q1’20Q1’2115.6 4.0Saudi6.2 -0.3United Arab Emirates-0.1 -4.4Philippines11.8 10.68.1 9.8Vietnam (Urban 4)Vietnam (Rural)9BeveragesAsia/MAT Q1 2021 – % Value Growth vs YABeverages3.3 -4.7Chinese Mainland2.4 4.8Taiwan3.5 -1.0Asia9.9 5.57.3 1.1IndonesiaMalaysia11.7 3.6South Korea7.7 6.5ThailandQ1’20Q1’212.6 4.4India (Urban)13.2 0.7Saudi-1.2 -10.4United Arab Emirates1.5 -10.9Philippines6.1 -1.55.2 0.2Vietnam (Urban 4)Vietnam (Rural)10DairyAsia/MAT Q1 2021 – % Value Growth vs YADairy5.7 2.25.2 1.95.1 2.4Chinese MainlandTaiwan10.4 7.010.4 -0.8AsiaIndonesiaMalaysia6.1 -3.1South Korea-1.0 -4.8Thailand25.4 10.9India (Urban)0.2 -7.5PhilippinesQ1’20Q1’2111.2 0.1Saudi9.9 4.43.4 -1.3United Arab Emirates14.8 8.8Vietnam (Urban 4)Vietnam (Rural)11Home CareAsia/MAT Q1 2021 – % Value Growth vs YAHome Care9.5 8.37.7 5.8Chinese Mainland8.4 2.97.6-3.2Taiwan7.3 1.7AsiaIndonesiaMalaysia7.5 4.7South Korea0.9 3.4Thailand11.9 6.7India (Urban)2.5Q1’20Q1’213.7 3.0Saudi7.5 2.512.4-3.8United Arab Emirates5.0 8.1-14.2PhilippinesVietnam (Urban 4)Vietnam (Rural)12Personal CareAsia/MAT Q1 2021 – % Value Growth vs YAPersonal Care7.4 6.62.0 -0.95.9 4.1Chinese MainlandTaiwan8.6 3.84.8 2.2AsiaIndonesiaMalaysia-1.1 -8.7South Korea-1.4 -0.8ThailandQ1’20Q1’2111.9 6.7India (Urban)0.86.5 1.8Saudi13.0 7.45.5-5.0United Arab Emirates15.5 11.4-17.9PhilippinesVietnam (Urban 4)Vietnam (Rural)13Chinese MainlandChannel Importance – % Value13 2524 Q1 ’19 219 14 312 2619Q1 ’20 21919312 2419Q1 ’21217232SuperCVSHyperGroceryEcommerceWork Unit/Gift OthersMAT Q1’21 vs Q1’20Shopping OccasionsSuper2%CVS8%Hyper -6%Grocery -9%Ecommerce51%Work Unit/Gift5%Spend/Trip-2% -3%1% -6% -9% -9%14TaiwanChannel Importance – % Value3123Q1 ’19 56963193023Q1 ’20 441063192724Q1 ’2144136319HyperSuperCVSDrug Stores Direct Sales PX MartEcommerce OthersMAT Q1’21 vs Q1’20Hyper SuperCVS Drug Stores Direct SalesPX Mart EcommerceShopping Occasions-5% -5%-2% -8% -13%-4% 25%Spend/Trip7% 4%11% 7% 2% 3% 2%15South KoreaChannel Importance – % Value6 2723Q1’19614245 2627Q1 ’20623134 2430Q1 ’2162412HyperSuperOther Modern Traditional Trade Internet TradeNon-StoreMAT Q1’21 vs Q1’20Shopping OccasionsHyper-5%SuperOther Modern TradeTraditional TradeInternet3% 2%5% 24%Non-store -21%Hypermarkets: Non Club Hyper (Emart, Homeplus etc) & Club hyper (Costco etc) Supermarkets: Franchise Supermarket & Small Supermarket, Online: Open market, social commerce, hypermarket online etc Non store: Direct sale, tv/homeshopping/catalog, delivery Modern Trade: Outlet, department st, cvs, drugstore, health&beauty shop, organic store, food mart, pharmacy, duty free shop Traditional: Mom&pop, agency, traditional market, butcher’s, side dish market, hair salonSpend/Trip6% 7% 0% 4% -4% -7%16India (Urban)Channel Importance – % Value1111 3Q1 ’1911 94Q1 ’201 174Q1 ’21838384SupermarketsKirana/ Paan-BeediChemistNetwork MarketingOthersMAT Q1’21 vs Q1’20SupermarketsKirana/ Paan-BeediChemistNetwork MarketingOthersShopping OccasionsSpend/Trip-9% -5%-18% -12%19%17%22%20%7%0%17Saudi ArabiaChannel Importance – % Value19 1Q1 ’19 463619 1Q1 ’20 473491 1Q1 ’214734Modern Trade Lower Trade Pharmacy Wholesale OthersMAT Q1’21 vs Q1’20Modern Trade Lower Trade Pharmacy Wholesale OthersShopping Occasions0% -4%2%27% 18%*Modern Trade - Supermarkets, hypermarkets and minimarkets that are part of an organised retail chain (e.g. Panda, Othaim, etc.). *Lower Trade - Baqalas and minimarkets that are not part of organised retail chains and have 1 - 2 check-out counters.* *Pharmacy - Store selling healthcare products and medicines, offering both OTC and prescription medication. *Wholesale - Shopping channels mainly meant for bulk purchases, selling mostly to small retailers. *Others - Stores dealing in some specific categories like Chocolate (e.g. Patchi), Juice Parlours, Roastery (Coffee), Honey, Poultry Shops, etc.Spend/Trip10% 15%11% 6%18%18United Arab EmiratesChannel Importance – % Value21 32Q1 ’19 15981522 33Q1 ’2015 8 14 821 35Q1 ’21178813Total Carrefour Total LuluKey Named HypermarketsKey Named SupermarketsKey Named CooperativesOthersMAT Q1’21 vs Q1’20Shopping OccasionsTotal Carrefour -19%Total Lulu-5%Key Hypermarkets -14%Key SupermarketsKey Cooperatives-11% -2%Others-6%Spend/Trip21% 13%18% 4%8% 10%*Key Hypermarkets - Nesto Hypermarket, Safeer/Al Safeer Hypermarket, K.M.Trading, Mega Mart, Big Mart Hypermarket*Key Supermarkets - Al Madina Supermarket, Al Maya, West Zone, Choitrams, Talal Supermarket, Spinneys, Al Manara Supermarket*Key Cooperatives - Union Coop. Society, Abu Dhabi Coop. Society, Sharjah Coop. Society, Emirates Coop. Society, Al Mushrif Coop. Society, Al Ain19Coop. Society, Bani Yas Coop. Society*Others – Baqalas/Minimarkets, Newly added stores (e.g Viva, Shaklan, Big Bazar) and Remaining stores (Pharmacies, Specialty Stores and Others)IndonesiaChannel Importance – % Value3819 Q1 ’193 6738 18Q1 ’20 4 6737 18Q1 ’21468Hyper + Super Mini Markets Traditional TradeSpecialty store OthersMAT Q1’20 vs Q1’21Shopping OccasionsHyper + Super-7%Spend/Trip7%Mini0%6%MarketsTraditional Trade1%7%Online (under ‘Others’)74% -8%20Pen. MalaysiaChannel Importance – % Value (MAT)42 72515Q1 ’194742 62515Q1 ’204746 42215Q1 ’2150HyperSuperGeneral TradeDrug Beauty & PharmacyEcommerceOthersMAT Q1’20 vs Q1’21Hyper -15%Shopping OccasionsSuper0%General Trade -9%Drug Beauty & Pharmacy-7%Ecommerce50% -12%Spend/Trip13% 15%8% 4%21ThailandChannel Importance – % Value12 5217Q1 ’19 1334162111735Q1 ’20 143416211143415Q1 ’2135171HyperSuperCVSH&B Stores PVSDirect Sales Ecommerce OthersMAT Q1’21 vs Q1’20Shopping OccasionsHyper-11%Super0%CVS-3%H&B Stores-9%PVS-2%Direct Sales-7%Ecommerce54%Spend/Trip-1%-6% 0%-7%10% 9%9%22PhilippinesChannel Importance – % Value6 26Q1 ’19506 612 46 26Q1 ’20650612 45 27Q1’215167 11 4SuperHyperGroceriesDrug Stores Direct Sales CVSTraditional TradeOthersMAT Q1’21 vs Q1’20Shopping OccasionsSuper Hyper Groceries Drug Stores Direct SalesCVS TraditionalTrade-19% -21%-16% -34% -49%-31% -13%Spend/Trip16% 18% 26% 22%5% 35%5%23Vietnam (Urban 4 cities)Channel Importance – % Value62 6 68 Q1 ’1956 7935 8 68 Q1 ’20 547 945 977Q1 ’21537 9Street Shops Wet Market Speciality Stores SuperHyperMini Stores OnlineOthersMAT Q1’21 vs Q1’20Shopping OccasionsStreet Shops -2%Wet Market -2%Speciality Stores-3%Super -3%Hyper3%Mini Stores14%Online72%Spend/Trip6% 12%1% 4% 5% 6%-9%24Vietnam (Rural)Channel Importance – % Value2231 16Q1 ’197633 42 14Q1 ’2075333 4 13Q1 ’2175Street ShopsWet MarketSpeciality Stores Direct SaleModern Trade OthersMAT Q1’21 vs Q1’20Street ShopsShopping Occasions0%Wet Market -2%Speciality Stores13%Direct Sale -3%Modern Trade25% -16%Spend/Trip7% 5%16% 13%2526Thank youFor further information please contact: Charles Chow – Head of Marketing Asia Charles.Chow@kantar.com Nguyen Thi Nhu Ngoc – Project Leader NhuNgoc.NguyenThi@kantar.com
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