1Inspirationforanextraordinaryworld!新零售时代下的品牌增长逻辑GrowthPathinNewRetailEra虞坚/林峰JasonYu/SteveLin1中国食品饮料市场趋势ChinaF&BMarketPerformance2重点人群机会–拥抱Z世代KeyConsumerSegments–EmbraceGenZOpportunities3重构品牌增长逻辑RebuildBrandGrowthPath议程AGENDA下一个风口在哪里？3大白兔香椿自由小蓝杯车厘子旺旺沙发猫爪杯MINI喜茶故宫跨界联名网红咖啡营养快线眼影单身狗粮百香果樱花蓝色可乐口味定制佛系限定款牛油果辣花生巧克力快闪店椰子灰城市罐社区拼团盒马拼多多国潮一人食低糖主义老字号IP营销小猪佩奇朋克养生42018年食品饮料市场表现如何？Howdidthe2018F&Bmarketperform?中国快速消费品市场较去年增长5.2%，消费升级和城镇化继续增长的两大驱动引擎FMCGinChinaincreasesby5.2%,drivenbypremiumisationandurbanization5中国快消品销售额增长率%，2018vs.2017TotalFMCGvaluegrowth2018vs.2017+5.2%城镇家户数#ofurbanhousehold+2.3%均价AveragePrice+4.6%食品Food：+4.7%饮料Beverage：+1.5%购买频率PurchaseFrequency+1.5%数据来源：凯度消费者指数，家庭购买样组，2018vs2017DataSource:KantarWorldpanel,HouseholdPanel,2018vs2017价格持续增长Averagepricecontinuouslygrows+3.5%价格增长驱动食品饮料品类销额增加,而销量的增长疲软HigherpricedrivesvaluegrowthofF&B,whilevolumeremainsstagnant6销售额增加Salesvalueincreases+4.7%单次购买量减少Tripvolumedecreases-1.0%购买频次降低Purchasefrequencydrops-0.2%+1.5%+1.8%-0.9%-1.7%食品整体Totalfood饮料整体Totalbeverage数据来源：凯度消费者指数，家庭购买样组，2018vs2017DataSource:KantarWorldpanel,HouseholdPanel,2018vs2017网购带动食品饮料市场成长，增长金额贡献达到73%E-commercedrivesthegrowth,with73%contribution73.0%4.7%1.5%29.9%40.9%20.2%食品饮料TotalF&B食品Food饮料Beverage全渠道Totalchannel网购Onlineshopping2018年食品饮料增速2018F&Bvaluegrowth网购对食品饮料增长金额的贡献SpendcontributionofonlineshoppingtoF&Bgrowth73%48%20172018数据来源：凯度消费者指数，家庭购买样组，2018vs2017DataSource:KantarWorldpanel,HouseholdPanel,2018vs2017品类红利及可支配收入的提高，下线城市对市场贡献逐渐增加Withmorecategorygrowingtheirpenetrationanddisposableincomeincrease,lowtiercitiescontributemore...
