凯度：2023全球全渠道报告（英文版）（21页）.pdf

1、Click here or press enter for the accessibility optimised versionInflatedexpectations the FMCG mirageunmaskedA year of changing channelsfor shoppers around the worldGlobal OmnichannelReport 2023Click here or press enter for the accessibility optimised versionConsumerCurrentsNavigating thetides of FM

2、CGchangeThe pulse of the global Fast-Moving ConsumerGoods(FMCG)industry continues to pound butthe cadence of its heartbeat has changed.When the world sought refuge within four wallsin 2020 at the height of the COVID-19pandemic,the industry boomed with a 10.6%growth,fuelled by the urgency of a homebo

3、undpopulation.However,the most recent annualfigures show a different path.The FMCGmarket growth of 2022,though nearly half ofthe 2020 peak,at 4.8%,still signals asignificant climb from the 2.6%registered in2021.Indeed,it is the second highest in the lastdecade.This time,the engine driving this climb

4、 is notthe flurry of demand triggered by enforcedisolation but the forcing effect of inflation.Almost everywhere,save for Asia,food priceinflation hovers above 10%.In other words,thegrowth is artificial.Inflation,not demand,is pushing“value”numbers higherAdjusting to evolving FMCG dynamicsTo underst

5、and this difficult dynamic,we haveshifted our lens to a long-term perspective,focusing on 4-weekly volume growth vis-visinflation growth.In 2020,we witnessed a surgein volume growth driven by the retreat ofeating and drinking habits into the home.However,the last two years have challengedthis trend,

6、manifesting continuous volumedeclines.In 2021,this reduction was theaftermath of the 2020 lockdowns.In 2022,itwas the ascent of inflation that triggered thefall,with rates soaring to levels unseen since2008.Pivoting our lens towards consumer behaviourpresents a more complex pattern.In 2020,lockdowns