Bain – China FMCG, 2024

The authors of this report have been studying Chinese consumer shopping habits for over a decade, focusing on over 100 FMCG categories. They have recently updated their analysis to include new categories like nutrient supplements, in addition to studying key sectors such as packaged food, beverage, personal care, and home care. The report is based on data from 2023 and the first quarter of 2024, showcasing a rebound in consumption following Covid-19 restrictions in 2023. It examines the latest consumer trends in the FMCG market for early 2024, while also highlighting the performance of emerging brands from previous years and featuring representative brands for 2024. The report provides valuable insights for consumer goods companies and retailers looking to understand and cater to the needs of Chinese consumers in the FMCG sector.