Kantar-阿联酋快消品2022年年度回顾(英)-2023.3.pdf
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Kantar-阿联酋快消品2022年年度回顾(英)-2023.3.pdf
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UAEFMCGAnnualReview2022ExploringtheImpactofEvolvingShopperTrendsandDemographicShiftsonRetailPerformanceintheInflationaryEraQ4,2022WorldpanelDivision,KantarMENAMarch2023EssentialreadingforbrandownersandretailerstounderstandtheFMCGretaillandscapeintheUAEduringQ42022Source:
HouseholdpanelinUAE3,000households83%ofpopulationDataupdatedasperQ4,2022.WorldpanelDivision,Kantar2Indicatorsof2022pointstoastrongUAEeconomySource:
OxfordEconomicsCountryEconomicForecastreport,January2023https:
/issolidandgrowingTourism&propertypricesstrongTourism:
Dubaitomaintainstatusasmajorglobaltouristdestinationwithcompetitivetourism,bigprojects,andnewvisas.Realestate:
Propertypricesshotup9.5%y/y&residentialrentswereup26.7%y/y.UAE:
Residentialhouseprices(AED/SqMeter)UAEeconomyended2022solidly,non-oilsectorgrowthtocontinuein2023,albeitataslowerpace.Expandingnon-oilsectorleadstoemploymentgrowth.PMIat54.2inDec.RealGDPGrowth:
SupportboostfrompolicySupply-sidereforms:
100%foreignownershipofonshorecompanies,loweringcoststoestablishbusinesses,visaandcitizenshipreforms.Policysupport:
TheUAEisimplementingpoliciesforsectorgrowthincludingdigital,fintech,creative,scientificinnovation,energy,education,andvisareformstoattractinvestmentandtalent.TheWetheUAE2031visionandDubaiEconomicAgendaD33aimforeconomicgrowthandFDI.AbuDhabisstrategyaimstodoublemanufacturingsizeby2030andADNOCisinvestinginoilandnewenergysources.H12023mayseeaslowdowninoilGDP;butgovernmentagendaandDubaistransformationalprojectsoffersupportfornon-oilsectorsincludingFMCG3Asignificantincreaseinthegapbetweenvolumeandspendinthelastquarterof2022suggestsachangeinconsumerprioritiesandspendingbehaviourThesustainedhighspendingsince2019alsoindicatesongoingfinancialstrainforconsumers10497105104105108981079610098101100981011049998104104103102106110951081021091101059510210389969695929891899697708090100110120Avg.ofJan19feb-19mar-19Apr19may-19jun-19jul-19Aug19sep-19oct-19nov-19Dec19Jan20feb-20mar-20Apr20may-20jun-20jul-20Aug20sep-20oct-20nov-20Dec20Jan21feb-21mar-21Apr2101-may01-jun01-julAug21sep-21oct-21nov-21Dec21Jan-22feb-22mar-22Apr-22may-22jun-22jul-22Aug22sep-22oct-22nov-22Dec22SpendsVolumes*COVID19UAEFMCGMonthlyKPIs|IndexedtotheaverageofFY2019BacktoschoolSummerVacationsCovidimpactbeginsRamadan2019Ramadan2020(April&May)GradualopeningupManyofficesresumeSummerVacationsVaccinationstartsbutcasescontinueRamadan2021BacktoschoolSummerVacationsRamadan2022BacktoschoolRussiaUkraineWarStartsSource:
Basisthe79FMCGcategorieswecurrentlytrackintheUAE,WorldpanelDivision,Kantar*Inordertoseethetrends/crestsandthroughsintermsofvolumesforoverallFMCGwehaveremovedthecontributionfromBottledWaterwhichisabout55%oftheoverallvolumesanddoesnotfluctuatemuchovertime4ShiftinshopperbehaviortowardsfewertripsbuthigheroverallspendsforFMCGisdrivenbyrisingbasketvalueUAEFMCGMonthlyKPIs|IndexedtotheaverageofFY2019RetailersandmanufacturerscanenhancetheirstrategiesbyunderstandingtheshiftinFMCGspendingpatternstoservechangingconsumerneeds10411710699979099101101104999810410410886818784908680858896123108116113110117120121119118122121117708090100110120130Avg.ofFY19Jan19feb-19mar-19Apr19may-19jun-19jul-19Aug19sep-19oct-19nov-19Dec19Jan20feb-20mar-20Apr20may-20jun-20jul-20Aug20sep-20oct-20nov-20Dec20Jan21feb-21mar-21Apr21may-21jun-21jul-21Aug21sep-21oct-21nov-21Dec21Jan22feb-22mar-22Apr22may-22jun-22jul-22Aug22sep-22oct-22nov-22Dec22SpendsFrequencySpendperTripCOVID19RussiaUkraineWarStartsBacktoschoolSummerVacationsCovidimpactbeginsRamadan2019Ramadan2020GradualopeningupManyofficesresumeSummerVacationsVaccinationstartsbutcasescontinueRamadan2021BacktoschoolSummerVacationsRamadan2022SummerVacationsSource:
Basisthe79FMCGcategorieswecurrentlytrackintheUAE,WorldpanelDivision,Kantar5TheFMCGmarketintheUAEcontinuedtothrivein2022,drivenbytheexpansionoftheexpatriatepopulationinthelatterpartoftheyear*Inordertoseethetrends/crestsforoverallFMCGwehaveremovedthecontributionfromBottledWaterallKPIsAnnualFMCG|PerformanceDriversHowever,contractioninvol/buyeralsosuggestsstretchedshoppersPenetrationVolumeperTripKG/Ltr.AveragePriceSR/KG/Ltr.FrequencyTotalHH000sSpend000sSR6Onthefaceofinflation,FMCGindustryexperiencedvaluegrowth,withHomeCareandFoodsegmentsgrowingsignificantly,whileDairystruggledthemostAnnual%changeDec22vs.SPLYFMCGFoodBeverageDairyPersonalCareHomeCareValueVolumeVol/BuyerSource:
12monthsendingDec22VSLastyear,WorldpanelDivision,KantarInordertoseethetrends/crestsforoverallFMCGwehaveremovedthecontributionfromBottledWater5,48,12,43,71,59,0-1,40,4-0,1-5,2-2,34,6AvgPrice6,97,72,59,54,04,1-3,7-2,0-2,4-7,5-4,81,57Shoppersareprioritizingfoodandhomecareproducts,causingareallocationofprioritiesfrombeveragesandpersonalcareitemstothesetwosegmentsSizeofbubbleandnumberswithinthemrepresentrelativetotalvolumesandrankasofQ422;WidthofarrowsindicatesrelativevolumeofnetswitchingfromQ421toQ422;Only6largestnetswitchingareshowninthechart;Greenandrednumbersrepresentgain/lossinvolfromswitchingas%ofQ421volHCandFoodkeygainersTopcategoriesthatgained3Food1Beverage2DairyPersonalCare54HomeCare-5%+7%-4%-1%+5%FoodHomeCareFrozenchickenSpecialtyCleaners+OthersFlourDetergentsEdibleoilsFabricsoftners/conditionersFroz.RTEFood(Ckn/Meat/Veg)HanddishwashSlicedbreadToiletCleaners(T)SaucesFabricstainremover&CBChocolatesspreadsSyrupsPastaPeanutButter8TheimpactofpromotionsonshoppingbehaviorhassignificantlydecreasedBrandsintheUAEcanexplorealternativemarketingstrategiesandtacticssuchasimprovingthein-storeexperience,enhancingtheproductoffering,leveragingsocialmediaandinfluencermarketing,andpersonalisingthecustomerjourneythroughdata-driveninsights1009711095108102115109116100110105961021039489999691929697949592989189969794939628303234363840859095100105110115120Avg.ofFY19Jan19Feb-19Mar-19Apr19May-19Jun-19Jul-19Aug19Sep-19oct-19nov-19Dec19Jan20feb-20mar-20Apr20may-20jun-20jul-20Aug20sep-20oct-20nov-20Dec20Jan21feb-21mar-21Apr21may-21jun-21jul-21Aug21sep-21oct-21nov-21Dec21Jan22Feb-22Mar-22Apr22may-22June22July22Aug22Sep-22oct-22nov-22Dec22%SpendsonPromotions*perMonth(inTotalTrade)Volumes(IndexedtoFY19)FiguresatanoverallFMCGlevelintheUAE%ofspendsunderpromotionsforallFMCGMATSep20MATSep21MATSep22TotalTrade37.438.733.6COVIDimpactRamadanStartEnd2020/21MidAprilMidMay2022AprilAprilBasisallcategorieswecurrentlytrackintheUAEexceptbottledwaterPromotions*DataisavailablefromApril2019onwards*Pleasenotethatreportpromotionsasrecordedbythepanelists,andwealsovalidatethiswiththepromobarcodeinformation.Hencethisincludesbothmanufacturerandretailerdrivenpromotions.Russia-UkraineWarstarts9Thepopularityofonlineshoppingisincreasing,withhigherfrequencyandpenetrationSource:
WorldpanelDivision,KantarTotalFMCG|RollingMATPeriods|OnlineVolume/ValueProportionvs.Offline%Onlineshoppingresultsinalargerbasketsizecomparedtooffline,andovertime,consumerstendtopickupincreasinglylargerpackswhenshoppingonline32,345,444,94,45,25,90,010,020,030,040,050,060,070,00,01,02,03,04,05,06,07,0Dec20Dec21Dec22PenetrationValueShareTotalFMCG|MATDec22|OnlineShoppingIndexedagainstStore10140102111818686119919382124FrequencyVol/tripAveragePricePackSizeDec20Dec21Dec2210010Retailersandmanufacturersshouldunderstandtheshiftinconsumerspendingpatternstoenhancetheirstrategies.Brandsinthepersonalcareandbeveragesegmentsfacetoughercompetitionandshouldconsiderdifferentiationandfreshmarketingstrategiestostandoutinthemarket.Brandsandretailersshouldleveragetheincreasingpopularityofonlineshopping,especiallyamongexpatArabs,todrivegrowth.Renewtheappealofpremiumbrandstotheaffluentsegment.Offertherightproductassortmentandbundlingtoattractthemiddleclass.Investigateengagedonlineshoppergroupstouncoversuccessdrivers.TheeconomicindicatorsforH12023indicateaslowdownintheUAEseconomy,however,therearegovernmentinitiativesandDubaistransformativeprojectsthatoffersupport.CompaniesshouldmonitorthedevelopmentsintheUAEsmacroeconomy.Bepreparedtoadjusttheirstrategiesasnecessary.H12023mayseeaneconomicslowdownfromastrong2022;butgovernmentagendaandDubaistransformationalprojectsoffersupportforFMCGsector.Shopperbehaviorisshiftingtowardsfewerbuthighervaluetrips,withafocusonfoodandhomecareitems,leadingtoachangeinconsumerspendingpatterns.Retailersandmanufacturersshouldadapttheirstrategiestokeeppacewiththechangesandcapitalizeonthegrowingpopularityofonlineshopping.UAEseconomyslowingbutstillsolidFMCGpurchasepatternshiftingFine-tunedemographictargeting11ContactustolearnmoreImtiazHConsumerInsightsDirectorWorldpanelDivision|Kantar群内每日免费分享5份+最新资料300T网盘资源+40万份行业报告为您的创业、职场、商业、投资、亲子、网赚、艺术、健身、心理、个人成长全面赋能!
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