The total spending of the fast-moving consumer goods (FMCG) recorded moderate value growth of 2.4% in the 12 weeks ending March 22, 2019, compared to the same period in 2018, according to Kantar Worldpanel China.
Non-food, especially personal care categories, maintained a robust growth while the food and beverage sector showed a weaker performance of -0.1%.
Modern trade (including hypermarkets, supermarkets, and convenience stores) reported flat growth of 0.4%, among which supermarkets outperformed the rest of the sector with a 3.9% growth rate. E-commerce maintained a stellar performance with a growth rate of 34.5%, now representing 14% of total FMCG spend.
Lower tiers city especially county-level cities continued to show strong potential for premiumization with sales growth ...
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