ASIA’S FMCG MARKET AT A GLANCE Issue 3 | August 2021 Worldpanel Division KEY HIGHLIGHTS ACROSS ASIA CHINESE MAINLAND #ChinaFMCGRecoversWell Fast Moving Consumer Goods (FMCG) sales in China grew by 5.8% in the first six months of 2021 compared to the same period of 2020, according to Kantar Worldpanel. Compared with the same period in 2019, the market reported a sales growth of 3.8%, indicating recovery is well underway. #StrongGrowthInOOHMarket The out-of-home food & beverage categories increased sales by 15.1% in the second quarter compared to 2020 Q2. As travel restrictions eased, many consumers are now back to their normal lives and the impact of this can be seen in the rapid recovery of the out-of-home market. #O2OisHereToStay Sales through O2O channels have continued to grow and, in the first half of this year, nearly 50% of Chinese urban families have purchased FMCG through O2O platforms. TAIWAN #TaiwanCOVIDOutbreak TW FMCG continued showing strong growth (4.7%) in Q2, under the new waves of COVID-19 from late May. #EcommerceRecordHigh Ecommerce increased in channel importance (with 14% of sales) due to the COVID outbreaks and TW shoppers purchasing more frequently through online channels. #FoodRigidDemand Food kept pushing up the FMCG market size with TW shoppers spending more time in the house and with the stockpile phenomenon in late May. SOUTH KOREA #SlowPaceofRecovery Korea is slowly recovering from the impact of COVID-19, with GDP growing by 0.7% compared to Q1, and 5.9% compared to Q2 last year. CSI scores have surpassed 100 in the last 3 months, with increased private consumption being the main cause. However, confirmed cases of COVID19 have started to rise recently, with many experts asserting that there will be a negative impact on FMCG in Q3. #InHomeVsOutofHomeBeverage Beverage grew significantly due to restrictions around restaurants and cafés, with the majority of the growth coming from online channels. However, the out of home drink market is suffering due to COVID-19. #HomeMealReplacementShiftinC onsumerNeeds Due to the impact of COVID-19, lots of food companies are focusing on home meal replacement, releasing meal kits and cooking kits, where companies provide raw ingredients and all the relevant sauces. INDIA URBAN #SurfingThroughSecondWave India witnessed a 4 times more powerful second wave in Q2, but learnings from the first wave helped them tackle the second wave much faster. The FMCG market grew by 9% in MAT Q2 2021 vs 5% growth seen for MAT Q2 2020. #StrongerGrowth Most Categories that had slowed down in Q2 2020 started seeing signs of recovery in the last 3 quarters, which resulted in faster growth for MAT Q2 2021. Among all categories, Dairy reports the fastest growth, followed by Personal Care. #MoreOccasionsForChemists Supermarkets & Kirana stores do not see a change with regards to shopping occasions, but HHs are seeing higher spend per trip. On the other hand, Chemists have seen a growth in occasions as well as spend per trip. 2 KEY HIGHLIGHTS ACROSS ASIA SAUDI ARABIA #LearningToLiveWithCOVID&VAT KSA is experiencing two opposite behaviours: locals, especially the young and affluent, are showing an openness to drive growth. This is countered by Expats, especially Asians, who are trying their best to reign in their grocery spends. #ConsciousChoices Shoppers continue to make conscious choices between “need to have” and “nice to have” and hence we see several categories lose penetration. Brands must fight for relevance to remain in the shopper’s basket. #TradeChannelChoices After witnessing a surge following the increase in VAT, the Wholesale Channel has lost ground – primarily to Modern Trade, where we continue to see higher levels of promotions. UNITED ARAB EMIRATES #LearningToLiveWithCOVID With the panic buying and stockpiling we witnessed during the emergence of COVID-19 last year now over, families – especially the less affluent ones – have started dropping categories out of their baskets. #ShopLessOften Fewer 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. #ThinkBeyondLowerPrice Retailers also continue to witness lower footfall, despite offering more promotions. In an already cluttered market, we need to think beyond lower prices and learn/understand what else will bring back the shoppers. INDONESIA #RecoveringEconomy Indonesia’s economy is recovering due to the low base effect, with household consumption managing to rebound in the recent quarter. Household spend allocation is expanding beyond food and FMCG towards healthcare and education. #ShopLessOften People are shopping less often, but they manage to compensate it with bigger baskets and higher spending. #NewNormalFestive As Indonesians celebrated Hari Raya in May, this year’s festive season is different from last year, although the pandemic persists. Mobility is higher than last year, resulting in a transition to more regular festive trends in FMCG categories. MALAYSIA #SentimentsWorsen The Consumer Sentiment Index declined to 64.3% in Q2 of 2021 due to the impact from a surge in COVID-19 positive cases and death counts. Consumer finances deteriorated and they had a pessimistic expectation of their finances and the employment outlook. #FoodContinuesToGrow Due to further lockdowns in Q2 of 2021, Food continued to grow YoY at +10.2% in terms of spend. Categories tied to in-home usage have also shown growth YoY. #FoodSurpassedNonFoodOnline For the first time, Food surpassed Non-Food online in Q2 of 2021 amidst fears of COVID-19 infection. Daily new COVID-19 cases surpassed 9,000 in May 2021 and continued to rise daily. 3 KEY HIGHLIGHTS ACROSS ASIA THAILAND #GovernmentSubsidy Since 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 2.7% in Q2 of this year. #BiggerBasketAtLocalChannels Thai shoppers have shifted to shop at provision stores and local supermarkets/CVS as they are able to use the funds provided through government subsidy programs at these outlets. Spend per trip in these channels has been increasing. #OnlineChannels Online contribution has been increasing, with the drive of more penetration and occasions. An increase of online penetration is mainly driven by Shopee & Facebook. PHILIPPINES #RoadToRecovery The Philippines economy improved in Q2 vs a drastic decline last year. But the economy has not yet fully recovered and is still far from what it is like before the pandemic. #CautiousSpending Filipinos remain cautious on how they spend on in-home FMCG and continue to reduce shopping trips, year on year. Food generally remains a priority among shoppers. #SariSariStrong As mobility restrictions eased up recently, shoppers are going back to their usual channel choice, Sari-sari stores. Nevertheless, they remain open to smaller channel formats. VIETNAM #ChallengesForH2 In the first half of 2021, a fast recovery has been seen in Vietnam. Yet due to the new wave of COVID-19, with strict lockdowns, the second half poses increased uncertainties and challenges. #FMCGHeatingUp Q2 FMCG growth returns to pre-COVID19 levels, yet spending remains high compared to 2019. Given the recent wave of the pandemic, the market is picking up again. #ShiftingShoppingChannels Not only gaining share, emerging channels, especially Online and Minimarkets, are riding the growth wave. 4 Q2 2021 | Summary Asia % Value Change FMCG – MAT Q2 2021 vs. Year Ago Growth ≤ -0.5% -0.5% < Growth ≤ 5% Growth > 5% Asia Total Northeast Asia Chinese Mainland Taiwan South Korea West & South Asia India (Urban) Saudi Arabia UAE FMCG Total 4.5 4.2 4.7 5.1 9.3 8.7 -5.1 Indonesia Malaysia Southeast Asia Thailand Philippines Vietnam (Urban) Vietnam (Rural) 6.5 6.5 2.7 -4.8 3.5 5.0 Food 3.9 0.3 8.0 10.5 8.3 10.8 -6.4 9.5 10.2 3.1 -2.3 5.1 4.5 Beverages 6.1 6.4 8.4 10.6 8.3 10.4 -9.4 6.6 2.6 7.3 -2.3 5.9 0.8 Dairy 4.4 5.6 0.6 3.6 19.9 8.6 -3.4 4.9 4.1 -1.9 -6.7 0.0 6.1 Home Care 4.1 5.1 -2.7 3.9 8.8 2.4 -3.6 1.5 3.3 4.5 -6.7 3.6 4.9 Personal Care 4.8 6.3 3.2 -6.6 12.8 6.0 -1.5 5.0 4.0 1.6 -9.6 5.5 13.0 5 FMCG Growth in Asia: YOY Asia/MAT Q2 2021 – Value Spend Growth vs YA 6.1 4.5 3.1 4.1 3.9 -3.1 4.4 2.2 Q2’20 Q2’21 8.0 4.1 4.1 4.8 FMCG Food Beverages Dairy Home Care Personal Care 6 FMCG Growth in Asia: YOY Asia/MAT Q2 2021 – Value Spend Growth vs YA North Asia 2.3 4.3 3.3 2.3 West & South Asia Southeast Asia 8.0 4.9 4.3 3.0 FMCG 7.8 4.8 6.2 5.2 Food 6.9 -5.8 7.1 0.8 3.2 3.6 Beverages 5.3 1 .2 9.8 4.5 Q2’20 Q2’21 4.3 4.8 6.9 3.9 7.6 6.7 1 0.8 6.8 4.6 0.7 Dairy 3.8 1 .2 Home Care 2.0 1.7 Personal Care 7 FMCG Asia/MAT Q2 2021 – % Value Growth vs YA FMCG 4.2 2.2 3.0 4.7 4.5 3.1 Chinese Mainland Taiwan 9.2 6.5 7.0 6.5 Asia Indonesia Malaysia 5.1 3.3 South Korea 1.1 2.7 Thailand Q2’20 Q2’21 9.0 9.0 5.2 4.0 5.0 India (Urban) Saudi -5.0 United Arab Emirates -4.4 -4.8 Philippines 1 0.1 3.5 1 0.6 5.0 Vietnam (Urban 4) Vietnam (Rural) 8 Food Asia/MAT Q2 2021 – % Value Growth vs YA Food 2.2 0.3 5.3 8.0 4.1 3.9 Chinese Mainland Taiwan 10.3 9.5 11.5 10.2 Asia Indonesia Malaysia 8.5 10.5 South Korea 4.6 3.1 Thailand Q2’20 Q2’21 8.3 4.2 India (Urban) -3.0 -2.3 Philippines 1 0.8 6.9 Saudi 1 7.1 5.1 8.8 -6.4 United Arab Emirates 1 2.1 4.5 Vietnam (Urban 4) Vietnam (Rural) 9 Beverages Asia/MAT Q2 2021 – % Value Growth vs YA Beverages 6.1 6.4 -7.1 Chinese Mainland 8.1 6.6 8.4 2.6 Taiwan 2.8 2.6 -3.1 Asia Indonesia Malaysia 1 0.6 3.6 South Korea 7.4 7.3 Thailand Q2’20 Q2’21 8.3 -0.6 India (Urban) -2.3 -6.5 Philippines 1 0.4 4.0 Saudi 5.9 -0.8 -2.4 -9.4 United Arab Emirates 4.4 0.8 Vietnam (Urban 4) Vietnam (Rural) 10 Dairy Asia/MAT Q2 2021 – % Value Growth vs YA Dairy 5.6 1 .3 5.1 0.6 4.4 2.2 Chinese Mainland Taiwan 1 0.6 4.9 4.8 4.1 Asia Indonesia Malaysia 3.6 -0.8 South Korea -3.8 -1.9 Thailand Q2’20 Q2’21 1 9.9 1 4.5 India (Urban) -2.9 -6.7 Philippines 8.6 2.9 Saudi 1 2.5 0.0 3.8 -3.4 United Arab Emirates 1 5.4 6.1 Vietnam (Urban 4) Vietnam (Rural) 11 Home Care Asia/MAT Q2 2021 – % Value Growth vs YA Home Care 1 0.4 5.1 8.0 4.1 Chinese Mainland 8.2 1 .5 6.2 -2.7 Taiwan 4.6 3.3 Asia Indonesia Malaysia 6.2 3.9 South Korea 4.5 0.4 Thailand Q2’20 Q2’21 8.6 8.8 India (Urban) -3.9 -6.7 Philippines 2.9 2.4 Saudi 5.9 3.6 1 0.6 -3.6 United Arab Emirates 7.9 4.9 Vietnam (Urban 4) Vietnam (Rural) 12 Personal Care Asia/MAT Q2 2021 – % Value Growth vs YA Personal Care 5.8 6.3 4.1 4.8 Chinese Mainland 7.7 5.0 3.2 -2.3 Taiwan 2.8 4.0 Asia Indonesia Malaysia -3.9 -6.6 South Korea 1 .6 -2.1 Thailand Q2’20 Q2’21 1 2.8 8.0 6.0 2.7 1 .8 -1 .5 India (Urban) -7.3 -9.6 Philippines Saudi 1 2.5 5.5 United Arab Emirates 14.1 13.0 Vietnam (Urban 4) Vietnam (Rural) 13 Chinese Mainland Channel Importance – % Value 14 26 17 Q2 ’19 3 16 3 20 13 26 15 Q2 ’20 3 22 18 3 13 24 14 Q2 ’21 3 17 26 3 Super CVS Hyper G r o cer y Ecommerce Work Unit/Gift Others MAT Q2’21 vs Q2’20 Shopping Occasions Super -1% CVS 9% Hyper -8% Grocery -12% Ecommerce 39% Work Unit/Gift 8% Spend/Trip -3% -4% 0% -8% -11% -10% 52 weeks to June 2021 14 Taiwan Channel Importance – % Value 31 23 Q2 ’19 5 6 9 6 3 19 29 24 Q2 ’20 4 4 11 6 3 20 27 23 Q2 ’21 4 4 14 6 3 19 Hyper Super CVS Drug Stores Direct Sales PX Mart E-Commerce Others MAT Q2’21 vs Q2’20 Hyper Super CVS Drug Stores Direct Sales PX Mar t E-Commerce Shopping Occasions -8% -8% -1% -10% -11% -6% 25% Spend/ Trip 9% 8% 11% 18% 7% 5% 2% 15 South Korea Channel Importance – % Value Q2’19 Q2 ’20 Q2 ’21 Hyper Super Other Modern Traditional Trade Trade Internet Non-Store MAT Q2’21 vs Q2’20 Hyper Super Other Modern Trade Traditional Trade Internet Non-store Shopping Occasions 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 salon Spend/Trip 16 India (Urban) Channel Importance – % Value 1 1 10 3 Q2 ’19 11 84 Q2 ’20 1 1 74 Q2 ’21 84 84 84 Supermarkets Kirana/ Paan-Beedi Chemi s t N et w o r k M ar ket i ng Others MAT Q2’21 vs Q2’20 Supermarkets Kirana/ Paan-Beedi Chemist Network Marketing Others Shopping Occasions Spend/Trip 1% 1% 2% 0% 11% 9% 12% 12% 2% -4% 17 Saudi Arabia Channel Importance – % Value 19 1 Q2 ’19 46 36 19 1 Q2 ’20 47 35 92 1 Q2 ’21 48 33 Modern Trade Lower Trade Pharmacy Wholesale Others MAT Q2’21 vs Q2’20 Modern Trade Lower Trade Pharmacy Wholesale Others Shopping Occasions 6% -5% 8% 14% 21% *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/Trip 8% 9% 12% 7% 8% 18 United Arab Emirates Channel Importance – % Value 21 32 Q2 ’19 15 9 15 8 22 33 Q2 ’20 16 8 14 7 21 35 Q2 ’21 17 7 8 12 Total Carrefour Total Lulu Key Named Hy permarkets Key Named Supermarkets Key Named Cooperatives Others MAT Q2’21 vs Q2’20 Shopping Occasions Total Carrefour -16% Total Lulu -1% Key Hypermarkets -10% Key Supermarkets Key Cooperatives -12% -3% Others -2% Spend/Trip 11% 6% 15% -2% 2% 6% *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 Ain 19 Coop. 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) Indonesia Channel Importance – % Value 38 19 Q2 ’19 3 67 37 19 Q2 ’20 4 67 37 18 Q2 ’21 4 68 Traditional Trade Specialty Store Mini Markets Hy per + Super Others MAT Q2’20 vs Q2’21 Shopping Occasions Hyper + Super -5% Spend/Trip 5% Mini Markets Traditional Trade -3% 0% Online (under ‘Others’) 98% -8% 3% 7% 20 Pen. Malaysia Channel Importance – % Value (MAT) 52 7 25 15 Q2 ’19 46 42 7 24 15 Q2 ’20 47 7 4 4 21 14 Q2 ’21 49 Hyper Super General Trade Drug Beauty & Ecommerce Pharmacy Others MAT Q2’20 vs Q2’21 Hyper -12% Shopping Occasions Super 0% General Trade -8% Drug Beauty & Pharmacy 0% Ecommerce 58% -16% Spend/Trip 7% 9% 8% 5% 21 Thailand Channel Importance – % Value 12 52 17 Q2 ’19 13 34 16 2 11 17 3 4 Q2 ’20 14 34 16 1 11 13 4 4 15 Q2 ’21 36 17 1 Hyper Super CVS H&B Stores PVS Direct Sales Ecommerce Others MAT Q2’21 vs Q2’20 Shopping Occasions Hyper -17% Super -1% CVS -5% H&B Stores 10% PVS -3% Direct Sales -7% Ecommerce 60% Spend/Trip -3% -6% -11% 12% 9% 12% 2% 22 Philippines Channel Importance – % Value 6 26 Q2 ’19 50 6 6 124 6 26 Q2 ’20 50 5 6 12 4 4 26 Q2’21 52 6 7 11 4 Super Hyper Groceries Drug Stores Direct Sales CVS Traditional Others Trade MAT Q2’21 vs Q2’20 Shopping Occasions Super -15% Hyper -14% Groceries -6% Drug Stores -26% Direct Sales -32% CVS Traditional Trade -19% -5% Spend/Trip 10% 15% 14% 11% 7% 5% 29% 23 Vietnam (Urban 4 cities) Channel Importance – % Value 726 6 8 Q2 ’19 55 7 9 35 8 7 8 Q2 ’20 54 7 9 55 9 6 Q2 ’21 52 7 7 9 Street Shops Wet Market Speciality Stores Super Hyper Mini Stores Online Others MAT Q2’21 vs Q2’20 Street Shops Wet Market Speciality Stores Super Hyper Mini Stores Online Shopping Occasions -1% -3% 2% -6% -7% 8% 65% Spend/Trip -2% -8% 3% 7% 5% 3% 7% 24 Vietnam (Rural) Channel Importance – % Value 2232 15 Q2 ’19 76 33 5 1 14 Q2 ’20 75 32 5 1 13 Q2 ’21 76 Street Shops Wet Market Speci al i t y Stores Direct Sale Modern Trade Others MAT Q2’21 vs Q2’20 Street Shops Shopping Occasions -1% Wet Market -6% Speciality Stores 6% Direct Sale -1% Modern Trade 28% -8% Spend/Trip 7% 2% 13% 1% 25 The Omnichannel Asia Report launches in September After more than a year of living with COVID-19, the pandemic continues to evolve and reshape our lives. In our latest Omnichannel Asia publication, we will bring you up to date with the latest FMCG trends in the major retail channels across Asia. We will also explore how manufacturers and retailers are coping with the challenges that COVID-19 poses now and the steps they are taking to mitigate risks and grow in future. Stay tuned! 27 Thank you For 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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