2019 China Shopper Report: Premium Products, Small Brands and New Retail

Note: The report was published by Bain&Coompany and Kantar Worldpanel.

The report made a deep analysis of the key 26 categories that span the four largest consumer goods sectors: packaged food, beverages, personal care and home care, coupled with another 19 categories 2. The report indicates that FMCG for at-home consumption remains robust in 2018. Premium products, small brands and new retail lead the future trend of the FMCG market in China.

The personal care sector encompasses skincare, shampoo, personal wash, toothpaste, makeup, hair conditioner, diapers and toothbrushes categories.

1. Executive summary
2. Full report 

• No slowdown for FMCG

• Paths to premiumization

• Shopping by channels

• Winning brands: Small vs. large, local vs. foreign

• Implications for brands and retailers

3. About the authors and acknowledgments