2024年全球及亚太消费者展望报告：把握消费趋势，洞察战略增长-英文版

© 2024 Nielsen Consumer LLC. All Rights Reserved.© 2024 Nielsen Consumer LLC. All Rights Reserved.NIQ 2024 Consumer OutlookNavigating the 2024 pressure points to growthNIQ Thought LeadershipJanuary 2024 © 2024 Nielsen Consumer LLC. All Rights Reserved.•Consumers have been tested in more ways than one over the past year and beyond. •Resilienceis emerging through change as consumers shift survival tactics into long-term behavioral shifts. •This year, expect: continued polarization between the financially insulated and insecure and a renewed focus on planning for proactive health & retirement.ResilientThe state of consumers is pressuredHeading into 2024, UneasyFuture focused2 © 2024 Nielsen Consumer LLC. All Rights Reserved.1Rising food prices 36% 2Increasing utilities19%3Economic downturn17%4Global conflict / crisis escalation13%5Global warming / environment12%6Increased housing costs11%7Personal welfare / happiness10%8Ability to provide basics for family10%9Job security10%10Rising fuel / transportation costs9%3Source: NIQ 2024 Consumer Outlook vs Mid-Year 2023 Survey, GlobalConcerns about geo-political crisis climb to the forefront this yearRising costs of living remain top of mind for consumers=samesamesamewas #11samewas #4was #10was #7Ranking change vs. Mid 2023was #6was #8===Top 10 concerns among global consumers © 2024 Nielsen Consumer LLC. All Rights Reserved.437%39%34%34%25%26%29%28%Mid 2022Jan 2023Mid 2023Jan 2024Worse OffBetter OffSource: NIQ Consumer Outlook 2024, GlobalQ: Compared to a year ago, is your household better off or worse off financially34% of consumers feel worse off, but less so than a year agoPolarized financial situations remainConsumer financial positionSentiment year-over-year (% respondents) © 2024 Nielsen Consumer LLC. All Rights Reserved.63%74%78%77%Mid 2022Jan 2023Mid 2023Jan 20245Causes of worsening financial situations among consumersSource: NIQ Consumer Outlook 2024, GlobalConsumers can’t escape the cost-of-living crisis77%Economic slowdown31%42%39%41%Mid 2022Jan 2023Mid 2023Jan 202441%Job insecurity / loss26%31%30%32%Mid 2022Jan 2023Mid 2023Jan 202432%Of the 34% of consumers who are worse off this year...Increased costs of living © 2024 Nielsen Consumer LLC. All Rights Reserved.© 2024 Nielsen Consumer LLC. All Rights Reserved.6Financial polarization will fragment consumer spending classes Source: World Inequality Report 2022, Executive Summary –Fig. 4Top 10% own ~60-80% of global wealthIllustrative data/visual/conceptThe extreme polarization of wealth will continue Expect a deepened K-shaped path to future developmentExtreme concentration of capital among the wealthy0%10%20%30%40%50%60%70%80%90%EuropeSouth & SEAsiaEast AsiaN AmericaSub-SaharanAfricaRussia &Central AsiaMiddle Easte& N AfricaLatin AmericaShare of total wealth by region (%)Bottom 50%Middle 40%Top 10%Top 10% own ~60-80% of global wealth © 2023 Nielsen Consumer LLC. All Rights Reserved.7Steady and polarizedThe cautious middle of global consumers persists –but continued polarization as the most affluent rise and the mostvulnerable show signs of reboundSource: NIQ 2024 Consumer Outlook vs. 2023 Mid-Year Outlook vs. January 2023 Consumer Outlook vs. 2022 Mid-Year Outlook, GlobalThe Global Economic Divide - Tracking financial situations and responses.StrugglersRebounders Cautious UnchangedThrivers 19.0%19.0%38.0%14.0%9.0%22.0%16.0%39.0%13.0%10.0%20.8%19.4%39.3%11.9%8.7%19.5%18.3%40.8%12.7%8.7%Jun 2022 Jan 2024 Jan 2023Jun 202338% Vulnerable ConsumersPlaying the field of financially polarized consumer groups © 2024 Nielsen Consumer LLC. All Rights Reserved.0.41.01.31.31.41.51.72.02.12.32.82.93.03.03.13.33.63.63.74.08Average wage growth forecasts for 2024 compared to consumer price inflation Source: Trading Economics, Note: Total 2024 calculated as average of Q1, Q2 & Q3 forecastContinued pressure on consumers as rate of wage growth expected to lag CPI in most markets2.52.81.93.54.84.63.63.94.33.92.66.34.52.432.62.73.6Consumer price inflationAverage wage growth estimatesRed = inflation above wage growth Green = wage growth above inflation © 2024 Nielsen Consumer LLC. All Rights Reserved.$100$105$111$124$131201920202021202220239Cost of goods are 31% higher vs. 4 years agoSource: NielsenIQ, Total US xAOC, Annual Unit Price % Change 52 weeks to December 30, 2023Using the U.S. as an example: FMCG price pressures continue to compound+5.0%+6.1%+11.1%+5.9%Unit Price % Increase © 2024 Nielsen Consumer LLC. All Rights Reserved.10Source: World Economic Outlook database: October 2023 Consumer inflation growth forecasted to slow in 2024 and beyond, but decelerated growth is notdeflationGlobal CPI % growth forecast3.75.14.13.63.22.72.73.23.63.53.24.78.76.95.84.64.23.93.82010201120122013201420152016201720182019202020212022202320242025202620272028Global inflation forecasts indicate prices will ease beyond 2024 © 2024 Nielsen Consumer LLC. All Rights Reserved.11Source: NIQ Global Inflation Tracker, Eq Vol % Price Ch