解码欧洲消费密码：2025市场趋势与消费者行为全景洞察

Event AgendaStartEndTime13:0013:3030min13:3013:4010min13:4014:1030min14:1014:4030min14:4015:1030min15:1015:4030min15:4016:1030min16:1016:4030min16:4016:5515min16:5517:0510min ©202 5Nielsen Con sumer LL C. All Rights Reserved.Confidential and prop rietaryOpeningWelcome欢迎致辞 2024年中国对外直接投资1628亿美元，较上年同比增长+10%面对世界经济的复苏企稳，出海成为企业发展新机遇。 ©202 5Nielsen Con sumer LL C. All Rights Reserved.Confidential and prop rietary跨境贸易和投资是推进高水平对外开放的重要内容，推动高质量发展的重要力量，构建新发展格局的重要支撑。——商务部、中国人民银行、金融监管总局、国家外汇局《关于加强商务和金融协同更大力度支持跨境贸易和投资高质量发展的意见》4 国家分组依据：https://www.imf.org数据来源: NIQ零售研究数据(至24年3月)全球快速消费品销额增长+2.9%MAT2503 ©202 5Nielsen Con sumer LL C. All Rights Reserved.NIQ中国咨询与洞察部门负责人NIQ China Customer Success LeaderJames Luo骆琦解码欧洲消费市场：2025市场趋势与消费者行为全景洞察Decoding Europe's Consumption Code:Full Viewinto 2025 Market Trends &Consumer Behavior ©202 5Nielsen Con sumer LL C. All Rights Reserved.Confidential and prop rietarySource:NielsenIQQBN report series ending MAT Q1’25/ NIQ Market Intelligence, Sales Tracking MAT Apr 25欧洲市场不能按照“风口”市场来做，机会在于深耕Europe is one of the biggest markets in the world for FMCG and Tech & Durable%Value growth3.5%2.1%%Volume growth0.8%0.2%GlobalEuropeFMCG Europe share:36%%Value growth%Unit growthT&D Europe share:9% of global population in 2024745Millioninhabitants1.3ProjectedGDP 20252.2-2.8Consumer climate EU 27Apr’242.8 Global3.4 OECDT&D=Tech & Durable Projectedinflation 20254.3Apr’25 ©202 5Nielsen Con sumer LL C. All Rights Reserved.Confidential and prop rietarySource:NielsenIQConsumer Life Global 2024/ United Nations population forecasts/NIQ 2025 Global Health & Wellness survey/ NIQ Global Consumer Outlook Mid-year 2024/NielsenIQShopper Trends欧洲消费者在要求可承受价格的同时，对可持续发展绝不妥协More than in any other region brands are expected to own social-environmental responsibilityAgingpopulationEnvironmentallyconcernedAffordabilitydrivenHealth & WellnessfocusedConsumers in WesternEurope exhibit thehighest levels ofenvironmentalawarenessworldwide.(WEU 14th) vs(Global 21st)% of65+ populationis2x bigger in Europe(21%) vs global (10%),and it is forecasted todeliver the fastestgrowth in next years(+11% by 2030).64%of West Europeansare proactive in doingthings to improve theirhealth and wellnessona regular basis (e.g.,exercising, monitoringhealth, watching whatthey eat).42% of Europeansdeclared tobuywhatever is on promo(vs 36% global) and44%declared tochangestores and brandsinfluenced bypromo.环境责任感人口老龄化健康为导向性价比驱动 Based on the unique business environment and consumer mindset基于以上独特的欧洲市场的营商环境和消费者态度How to enter Europe market?该如何进入欧洲市场？ ©202 5Nielsen Con sumer LL C. All Rights Reserved.Confidential and prop rietary Innovation sales account for 10% of total FMCG salesInnovationcontributionby SuperCategorySource: BASES Innovation Measurement; Europe (Belgium, France,Germany,Italy,Netherlands, Spain; UK);Latest 52 weeks-w/e 12-29-2024vsyearago;Note:In the UK, Personal Care is not included, while in Belgium and the Netherlands, the Food category only includes breakfast cereals欧洲虽然是成熟市场，但新品对欧洲快消品市场的贡献依然很高快速消费品1.产品有个性欧洲快消品市场成功密码 2.使用有场景3.文化有融合 19The door is open for AsiaPacific brands欧洲市场的货架等待着亚太品牌 Source:NIQ Newron consumer quarterly survey-Time Frame: Last four quarters (Apr 24-Mar 25)/Market Intelligence Market Sales trackingBrands need to offer compelling reasons to switch as entry level present a high level of saturation% First-time T&D purchases耐用消费品具备一个极具说服力的理由，是亚洲品牌推动欧洲消费者换到自己产品的关键 ©202 5Nielsen Con sumer LL C. All Rights Reserved.Confidential and prop rietaryEntry brandsare under pressure indicatingeconomic strain or saturation of low-tier28%IndiaUp to15%European markets%European markets delivering growth in each tierTech and DurablesStandard brandspresent amixedperformance, indicating a squeeze of mid-tier between low and premium.12%15%35%Premium brandsshow pockets of growth,indicating consumers are trading up forbetter quality or brand prestige经济承压以及低端市场趋于饱和，入门级品牌正面临压力在高端与低端市场的双重挤压下，导致中端品牌出现分化消费者偏好正转向追求更高品质，推进高端品牌呈现局部增长 ©202 5Nielsen Con sumer LL C. All Rights Reserved.Confidential and prop rietaryOnline platforms continue to develop andattract shoppersShopOnline(59% in UK)47%+14pp vs2019ShopinLarge Discount stores(83% inGermany)52%+11pp vs2019Shop inHypermarkets &Supermarkets99%Same as2019Europe average线上品牌持续扩张并吸引欧洲消费者 Source: NielsenIQ Strategic Planner Apr 2025 / NielsenIQ Shopper Trends Q7B. Trade sectors visited inPast 4 weeks,2024vs. 2019Discounter’s tight margins and narrow rangescan represent a challenge for Chinese brands42%%FMCG channel value shareAT, DE, IE, IT, PLProximity formatsDiscountersHypers+Supers(+3%)40% (+3%)18% (0%)Europeans are expanding their shop repertoirevisiting 5 to 7 channels in a year线下渠道微小的利润空间和有限的货架对中国品牌会是一个挑战 Decoding the region又大又散的卷王Europe is a dynamic and diverse market:•One of the biggest markets in the world•Over 200 languages across 44 countries•Counts with developed and emergingeconomies•High level of fragmentation in WEU•Complex and strict regulations•Most developed market for Private Labe