2025年第一季度亚洲快速消费品市场概览

Welcome to Asia PulseAs we opened 2025, the FMCG sector in Asia exhibited cautious growth with a 2.8% risein value through Q1. While slightly below last year’s Q1 performance, this demonstratesthe region’s ability to navigate evolving market conditions and ongoing macroeconomicpressures.Unlike preceding quarters, there was no single overarching trend across Asia during Q1.Each sector and geographical area tells a unique story–highlighting that there is no‘one-size-fits-all’ solution for growth in the region. From stability in home care and foodcategories in some markets, to the dynamic expansion of beverages in others, brandsmust carefullyanalysecategory and regional nuances to unlock growth opportunities.In this edition of Asia Pulse, we explore how 11 key markets are adapting to thesefragmented shifts, and provide in-depth insights into sector-specific dynamics andemerging consumerbehaviours. Worldpanel’s comprehensive data illuminates shopperhabits, category performance, and evolving strategies for brands seeking success inAsia’s complex landscape.Want to explore how your brand can thrive in this diverse market?Let’s connect and uncover the opportunities that lie ahead. Asia Overview•FMCG•Food•Beverages•Chinese Mainland•Taiwan•India (Urban)•South Korea•United Arab Emirates•Summary•FMCG Growth Overview•FMCG Growth by Sub-regionsPerformance by SectorsPerformance by Markets •Dairy•Home Care•Personal Care•Indonesia•Malaysia (Peninsular)•Thailand•Philippines•VietnamUrban/Rural Q1 2025 | Summary Asia% Value Change FMCG–MAT Q1 2025 vs. Year AgoAsiaNorth AsiaTotalChineseMainlandTaiwanSouth KoreaFMCG Total2.81.28.8Food3.52.410.0Beverages4.14.35.4Dairy-1.5-3.61.0HomeCare4.53.66.4PersonalCare2.3-0.812.8 FMCG Growth in Asia: YOYAsia/MATQ1 2025–Value Spend Growth vs YA3.73.43.5FMCGFood FMCG Growth in Asia: YOYAsia/MATQ1 2025–Value Spend Growth vs YAFMCGFoodSoutheast AsiaNorth AsiaWest & SouthAsia4.24.19.67.76.22.92.91.91.9Note:this chart excludes Saudi Arabia FMCGAsia/MAT Q1 2025–% Value Growth vs YAFMCG3.7AsiaNote: this chartexcludes Saudi Arabia Food3.4AsiaFoodAsia/MAT Q1 2025–% Value Growth vs YANote: this chartexcludes Saudi Arabia 9.04.1AsiaBeveragesBeveragesNote: this chartexcludes Saudi ArabiaAsia/MAT Q1 2025–% Value Growth vs YA Dairy-0.5AsiaDairyNote: this chartexcludes Saudi ArabiaAsia/MAT Q1 2025–% Value Growth vs YA 5.44.5AsiaHome CareHome CareNote: this chartexcludes Saudi ArabiaAsia/MAT Q1 2025–% Value Growth vs YA Personal Care2.72.3AsiaPersonal CareNote: this chartexcludes Saudi ArabiaAsia/MAT Q1 2025–% Value Growth vs YA Chinese MainlandIndonesia-0.610.1-0.85.37.07.2Malaysia Chinese MainlandCHANNEL PERFORMANCEFMCGin Chinahad a positive start in the firstquarter of 2025,with value sales increasing by4.2% year-on-year,driven by the festive holidaysand the return of family visits. Consumption inlower-tier cities grew by 5.9%, while the town-level market saw growth of over 10%.China's FMCG market gets off to agood start311312243143311312243163291312Q1’25Q1’23Q1’24Channel Importance–% Value 253133MAT Q1’25 vs Q1’24 Spend in communitygrocery stores grew by 8.1%year-on-year in the first quarter, driven by corecategories like food and fresh produce, as theycombine social interaction withthe fulfilment ofessential needs.Community grocery storesdemonstrate strong momentum3%-3%-7%5%17%4%SuperCVSHyperGroceryEcommerceWork Unit/Gift1%0%0%4%-11%-3%Spend/TripShopping Occasions In the first quarter, online channels performedstrongly. Kantar Worldpanel's data indicates thatthe penetration of major e-commerce platformsimproved overall, with the Douyin platformshowing the most significant growth, increasingits buyer base by 6.3 percentage points year-on-year.Interest-based e-commercecontinues to grow TaiwanCHANNEL PERFORMANCEMarket maintains growthmomentumChannel Importance–% ValueBuilding onthe previousquarter’s strong momentum,FMCG value increased by9%.Food andnon-foodcategories grew by 8% and 11%respectively, driven byhigherconsumer spending over the past year.Lookingahead, 2025 presents several uncertainties–includingtariffs and cross-strait relations–that may affect marketperformance,and require close monitoring.HyperSuperCVS242343341821Q1 ’23 Broader consumer demand fuelscategory expansionSpend/TripShopping OccasionsMAT Q1’25 vs Q1’24Most categories saw positive performance in linewith strong overall market demand, resulting in year-on-year growth. Food and beverages continued togrow, though at a slightly more moderate pace thanin the previous quarter. Segments related toindulgence, home living, and personal health allrecorded solid gains.HyperSuperCVSDrug StoresDirect SalesEcommercePCS4%7%2%8%9%10%2%2%0%0%4%-3%-8%11% Spend increases across both onlineand offline channelsVarious channels benefited from increased consumerspending. E-commerce continued to recruit newshoppers and deepen user reliance, delivering stronggrowth as a result. In contrast, offline channel growthwas primarily driven by hi