This is the 12th consecutive year that we have tracked the shopping behaviors of Chinese consumers. Our continuing research has given us a valuable long-term view across 106 fast-moving consumer goods (FMCG) categories purchased for home consumption in China. As in each of the past 11 years, we analyzed the 26 key categories that span the four largest consumer goods sectors: packaged food, beverages, personal care, and home care. This report updates the findings from our China Shopper Report 2022, Vol. 2, Still Volatile—but with Signs of Hope, and includes Kantar Worldpanel shopper behavior data for 2022 and the first four months of 2023.

This report recaps FMCG performance in 2022, during which consumer behavior remained heavily influenced by the Covid-19 pandemic. We also explore consumer trends from the first four months of 2023, after dynamic Zero-Covid policies were lifted. The report includes implications for consumer goods companies and retailers.

Kantar—Understand People, Inspire Growth

Kantar is one of the world’s leading evidence-based insights and consulting companies. Kantar has a complete, unique and rounded understanding of how people think, feel and act, globally and locally in over 90 markets. By combining the deep expertise of Kantar’s people with its data resources, benchmarks, innovative analytics and technology, Kantar helps clients understand people and inspire growth. In the China market, the Worldpanel division is one of the services in CTR.