Nielsen: In April this year, FMCG online channel sales rose 43% year-on-year, and local brands achieved rapid growth

On June 17, the "Daily Economic News" reporter learned that the latest survey report recently released by the global monitoring and data analysis company Nielsen shows that with the effective control of the epidemic in China, the retail industry shows positive signs of recovery, and the emerging consumption momentum is developing well。

Nielsen research shows that in January-February, March and April this year, FMCG online channel sales increased by 33%, 32% and 43% compared with the same period last year;So far this year, the year-on-year growth is 37%, maintaining a strong growth momentum。

From the omni-channel point of view, according to Nielsen statistics, the omni-channel sales of FMCG increased by 3% in January-February this year, fell in March, fell by 6%, and returned to growth in April, an increase of 8%;Year-to-date growth is 4%。

From the perspective of consumer products, basic consumer demand such as food and personal care has resumed growth。Shampoo, toothpaste and toilet paper fell by 5%, 2% and 5% respectively in the first quarter, compared with growth in April of 7%, 8% and 1% respectively。

Kateryna Edelshtein, vice president of Nielsen China, said: "We see that the decline rate of the overall retail industry has slowed, and some industries have started to stabilize and return to growth。In April, driven by the growth of online channels, FMCG omni-channel finally achieved 8% growth。”

In addition, according to Nielsen's statistics, in the FMCG market, local brands have achieved rapid growth in recent years。Data show that in March and April this year, a total of 17,251 new products were listed, and 7 out of 10 new products came from small regional brands, which have become an important force driving product innovation。

According to Nielsen, regional brands are growing strongly in downmarket cities and rural areas, particularly in non-food categories。They are taking market share from mid-sized brands whose channels, supply chains and ability to innovate have been affected。It is reported that the growth of small brands is mainly contributed by rural areas。In dairy products, beverages, snacks and personal care, small brands grew the fastest, outperforming medium-sized brands, large local brands and large multinational brands。

Justin Sargent, president of Nielsen China, pointed out that the Chinese consumer market has begun to show signs of recovery, driven by a number of government pro-consumption policies, the retail industry has further improved, and the emerging consumption momentum has developed well。"There are major changes in the market pattern in the post-epidemic era, which may not have a long-term strategic impact, but will dominate the demand of Chinese consumers in the next 3-6 months, so it is necessary for brands to adjust their strategies in a timely manner according to these changes.。”