APAC spend up across all FMCG categories in Q2: Kantar report

Spend is increasing across all FMCG categories, according to Kantar’s Asia Pulse report for Q2 2021, with total FMCG value sales rising by 4.5% year on year – an improvement on last year’s growth of 3.1%.

Why it matters

FMCG growth across Asia Pacific was largely driven by shoppers in Mainland China, where FMCG value sales grew by 4.2% compared with the same period in 2020, with only the UAE and the Philippines reporting declines (of 5.1% and 4.8% respectively).

Key insights

• Beverages was the star performer, with a 6.1% increase in spend – a big turnaround compared with 2020 when value sales dropped by 3.1% due to the first wave of COVID-19.
• Food, dairy, home care and personal care also achieved growth of between 3.9 and 4.8 percentage points each.
• Home care sales climbed 4.1%, with growth remaining high following 2020’s peak increase of 8%, indicating that hygiene concerns due to the pandemic remain high.
• Out-of-home (OOH) food and beverages are recovering well in the Chinese Mainland as consumers return to their regular routines, with growth of 15.1% in Q2.
• A new wave of COVID-19 in Taiwan helped to drive total FMCG sales upwards, as shoppers stayed at home and stockpiled goods.
• South Korea’s beverages category grew significantly due to restrictions on OOH, with the majority of growth coming from online channels.

Background

The Kantar report included the performance of the Chinese Mainland, Taiwan, South Korea, India, Indonesia, Malaysia, Thailand, the Philippines, Vietnam, Saudi Arabia and United Arab Emirates. 

Sourced from Kantar