Chinese shopping behaviour: China's repertoire shopping

This article uses the 2012 China FMCG Shopper report by Kantar Worldpanel China and Bain & Company to highlight the country's shopping behaviour.

Chinese shopping behaviour: China's repertoire shopping

Jason YuKantar Worldpanel ChinaBruno LannesBain & Company

Chinese shoppers who buy frequently in a FMCG category buy more brands, but there are a few categories with high brand loyalty.

Kantar Worldpanel and Bain & Company recently released the 2012 China FMCG Shopper report in Beijing. We studied 26 of the top consumer goods categories sold in China across packaged foods, beverages, personal care and homecare, covering more than 80% of the country's fast-moving consumer goods (FMCG) market. Shoppers from 40,000 households throughout urban China were given barcode scanners to record their...

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