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©2025Nielsen Consumer LLC. All Rights Reserved.Confidential and proprietary1.Navigating Growth and Sensitivity in APAC Market•APAC, Global E-commerce Powerhouse•Intensifying Headwinds Shifting Consumer Behavior•Price Sensitivity is Rising–But So Are Digital Opportunities•Beyond Price-What Really Drives Digital Purchases•How APAC Markets Stack Up in Omnichannel Maturity2.Unpacking APAC’s Digital Commerce Landscape•APAC Digital Commerce Landscape•Most Digitally Penetrated Categoriesby Country•Top Growing E-commerce Categoriesby Country•Let's Zoom In:Category Highlights•Laundry Detergent•Shampoo•Instant Coffee•Toilet Paper•Brand Concentration Across Markets-Top 3 Share by category•Where Trends Thrive•Pet Food•Beauty3.Eliminate Blind Spots: Unlock Growth with SmarterData Agenda 1) Insider Intelligence, eMarketer Forecast, Jan.2024 | 2) NIQ, GfK 2024 data, Forrester, Statista, Metric, Meti 2023 data |Find out more fromThe Ultimate Guide to OmnichannelAPAC has firmly established itself asaglobal e-commerce powerhouse,accounting for over 60% of globalactivity. With both mature markets likeChina and South Korea and rapidlygrowing ones like Vietnam and thePhilippines, the region is driving digitalretail forward. Looking ahead, e-commerce is expected to make up30% of FMCG sales by 2030-solidifying APAC’s leadership in thedigital commerce. As the outlook worsens, how will consumers adapt?Consuming less overall14.63.9Asia20242025 ProjectionsAsia andthe PacificReal GDP growth: year-over-year percent change2025 vs. 2024-0.72025 Prediction changefrom Oct 2024-0.5 1) IMF, April 2025Despite APAC’s strong digitalmomentum, 2025 brings intensifyingheadwinds. Inflationary pressures—already present in recent years—arepersisting, while new risks like tariffripple effects are emerging. Thesecompounding factors are acceleratingshifts in consumer behavior. Asuncertainty grows, consumers areexpected to reduce spending, seeklower-priced alternatives, or both.These shifts are not just theoretical-they’re already visible in how peopleshop. Switching what they consumeto lower-priced items2 © 2025 Nielsen Consumer LLC. All Rights Reserved.Source: NIQ 2024 Mid-Year Consumer Outlook, APAC | Find out more fromConsumer Outlook: Guide to 2025Shop online to get better deals / save on gas / minimize trips to storeSwitch to a lower priced optionShop more often at discount/value/lower-priced storesStop buying certain products to focus just on essentialsUse digital technologies (e.g. Mobile app) to find better dealsStocking up or buying in bulk when my preferred brand goes on saleor promotionBuy whatever brand is on promotionMonitor the cost of my overall basket of goodsWeigh up the attributes that matter mostShop at stores with loyalty points / use loyalty points to managespendTop 10 consumer saving strategies for CPG / FMCG–APACTop 3 concerns setting the spending tone for 2025-APAC1.EconomicDownturn22%2.3.Rising Prices32% NIQ research confirms that consumersare already adjusting their behavior. InAPAC, rising prices are the topconcern heading into 2025. Inresponse, people are actively seekingbetter value: shopping online for deals,switching to lower-cost options, andfocusing on essentials.This growing price sensitivity presentsa clear opportunity for e-commerceplatforms that can deliver affordability,convenience, and trust. While price remains a key factor, it'snot the only one driving onlinepurchases. Consumers also valueconvenience, availability, reviews, andthe overall digital experience.To unlock e-commerce growth,businesses must look beyond price andaddress the full range of digitaltouchpoints—search, product pages,imagery, ratings, and reviews.To act on these insights, we now needto zoom in—because what mattersmost can vary significantly by market.Source: NIQ APAC Omnichannel survey, Jun 2025 | Find out more fromWhere Click Meets Brick: APAC’s Omnichannel Revolution Consumer OutlookandWhat is the digital shelf © 2025 Nielsen Consumer LLC. All Rights Reserved.Phase 1: E-commerce <%5Infrastructure(internet,payments, logistics)Phase 2:E-commerce <%10Profitability, how to dodifferentiationPhase 3:E-commerce ≈20%How to provide omnichannelexperienceLATAMIndiaEuropeSingaporeUSThailandAustraliaHow APAC markets stack up in omnichannel maturity We’ve seen the importance of digitaltouchpoints-but how those play outdepends on where each market is inits journey.In a region as diverse as APAC,country-level differences inomnichannel maturity matter morethan averages. Understanding whereeach market stands—and learningfrom others at different stages—canhelp businesses identify opportunitiesand plan not just for today, but forwhat’s next.Source:The Ultimate Guide to Omnichannel All products and services ©2025Nielsen Consumer LLC. All Rights Reserved.Unpacking APAC’sDigital CommerceLandscape2. APAC FMCGDigitalCommerceLandscape•India: H2 2023 vs. H2 2024; Others:Full-year 2023 vs. 2024•Analysis is based on FMCGcategories with available sales dataf