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FMCG market rebounds in the latest 12 weeks



FMCG market rebounds in the latest 12 weeks

Kantar Worldpanel reports that the total sales value of the fast moving consumer goods (FMCG) in China climbed slightly by 1.0% in the 12 weeks to October 8th 2021. The south of China contributed the most to the overall market growth with a sales increase of 2.4%. 

Modern trade (including hypermarkets, supermarkets, and convenience stores) showed a deceleration in their rate of decline posting a fall of 1.3% in value sales versus the same period last year.   

Both hypermarkets and large supermarkets continued to decline as did convenience stores which decreased by 5.7%. However, small/mini supermarkets maintained its fast growth with a 9.0% increase compared to last year.


The Sun Art Group leads the market with its sales value share of 8.6% in the last 12 weeks. Yonghui Group recently announced that its sales in the third quarter grew by 3.9% compared to the same period in last year.  

Its omni-channel developing strategy brought a satisfying result, growing its market share by 0.2pts year on year to 5.5%. Yonghui converted its 35 stores into warehouse stores in the third quarter, and the online sales of Yonghui contributed 13.9% of its total revenue up to Q3 this year.  

Local retailer SPAR Group rose 0.4pts and reached 1.8% of market share. Jiajiayue under the SPAR Group reported a year-on-year uplift of 5% in Q3 2021, according to its quarterly report. 

E-commerce maintained an upward trend, growing by 13.8% year on year 

Online buyers increased their shopping frequency by 25.5%. In the past 12 weeks, there were 72.2% Chinese urban households purchasing FMCG through e-commerce platforms, with an average of 6.6 orders. 

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Among the major e-commerce players, Alibaba Group remained its leading position, yet lost 3.6pts falling to an online market share of 40.4%.  

Pinduoduo grew its sales by 3.9pts to 11.0% of total online market share, mainly driven by its consumer expansion. 

The annual Single’s Day shopping festival kicked off on October 20th with shoppers able to place pre-orders.  

Kantar Worldpanel’s survey of 4,285 consumers nationally showed that 63% of consumers have paid attention to the “11.11” promotions this year and nearly 77% of them claimed that they have followed multiple e-commerce platforms to find the best deals. 

 Livestreaming broke the record on the first day, as Li Jiaqi and Viya sold 20 billion RMB worth of goods. 

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Managing Director of Greater China


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