China's FMCG market got off to a good start in Q1

Core Insights - The fast-moving consumer goods (FMCG) market in urban China experienced a positive start in Q1 2025, with a year-on-year sales increase of 4.2% [1] - Consumption in lower-tier cities grew by 5.9%, driven by festive holidays and family visits, with town-level markets growing over 10% [2] - The Spring Festival effect significantly boosted sales in various categories, particularly beverages and seasonings, with homecare categories also showing a 7.3% increase [3] Market Performance - The dairy category showed a relative weakness in Q1 2025, although the decline was less severe than in the previous year [4] - Imported product sales decreased by 1.7% year-on-year, with average household spending and purchase prices also declining [5] - The out-of-home consumption market thrived, with a 10% year-on-year increase across tier 1-5 cities, particularly in sports and amusement venues [6] Offline Channels - Community grocery stores outperformed other modern trade formats, with a 2.4% increase in sales, driven by small supermarkets [7] - Small supermarkets in lower-tier cities saw significant growth during the Spring Festival, while hypermarkets experienced a narrowed decline of 0.9% [8] - Community grocery stores grew by 8.1% year-on-year, benefiting from high-frequency consumption and proximity to residential areas [9] Retailer Strategies - Leading retailers like Walmart and Hema increased their market share, with Hema focusing on community-based discount business [10][13] - Regional retailers like Huangshang Group achieved double-digit sales growth by tailoring strategies to local consumer demands [15] - Discount retailing continued to thrive, with discount snack stores achieving an 18% penetration rate, particularly in the South region [17] Online Channels - Online retail sales of physical goods increased by 5.7%, with significant growth in penetration rates for major e-commerce platforms, especially Douyin [22] - JD Group enhanced its market share through its Jingxi platform, focusing on high-frequency consumer categories and achieving a 1.5 percentage point increase in penetration [24][25] - Interest-based e-commerce platforms like Xiaohongshu grew by innovating content recommendation and instant conversion models, achieving a 0.5 percentage point increase in penetration [27][28] Overall Market Outlook - The FMCG market in China is off to a good start in 2025, but faces challenges such as intensified competition and insufficient demand [29] - Retailers are encouraged to focus on consumer needs and adopt omnichannel strategies to navigate market changes [29] - Community grocery stores and discount retailers are key players in the evolving market landscape, with Aldi expanding its presence in the Yangtze River Delta [30]