Kantar worldpanel consumer insights emerging markets in Asia

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MAT Q3 2013 | SUMMARY ASIA

#HighIncomeWarning Affluent shoppers are the ones driving the slowdown of FMCG growth. This trend is
seen in Korea, Thailand, Philippines and Saudi Arabia.
#HealthyBeverages Functional drinks, RTD tea, 100% Fruit Juice, Sports Drink, Bird Nest…you name it. All
healthy beverages with strong growth in the region.
#NearbyOffline outlets outgrow Hypermarkets. Minimarkets and Convenience stores are the emerging
channels (Vietnam, Thailand, Taiwan, Korea)

% Value Change FMCG – MAT Q3 2013 vs. Year ago

Growth ≤ -0.5%

-0.5% < Growth ≤ 5%

Growth > 5%


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ASIA IN 10 CLICKS

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#GrowthSlowdown Downward market with frequency & price drop.
#ShrinkingHighIncome High income group is cutting their spending
dramatically.
#OnlineOrNearbyOffline Along with sustainable online growth, nearby
offline channels such as supermarket & CVS & drugstore outgrow
#SlowGDP
Q3 GDP performed under par, even previous strong
hypermarket.
restaurant sector is showing lukewarm performance, possibly affected
by the tainted cooking oil incident.
#GoodSport Sports drink market is seeing light again since the mid2011 plasticizer debacle, much thanks to the increasing sport
population in Taiwan.
#Have a cuppa Instant coffee growing steadily, thanks to strong
performance
from Costco.
#HomeCleanHome
Household care products such as fabcons,
bleaches, and scouring pads on an uptrend. Are households giving
more importance to home care?
#SnackingTime Cookies, wafers and cup cakes aggressively grew
versus last year.
#Sari-Sari Strong Despite expansion efforts of key retailers, nearly half
of FMCG categories are still sourced from traditional trade.
#Slowdown FMCG growth continues to slowdown over the years
which is evident across all the sectors and especially dairy and food.
#Drivers Even though slowdown was observed across all the SEC'S, it

is predominantly driven by affluent class.
#Fastest growing category Air Freshner and Condensed Milk are the
categories with growing volumes.
#InflationSlowsDown Indonesia’s Inflation Slows to 8.4% in
September, as pressure eased on prices for food, transportation,
CHINA
communications and financial services after the Idul Fitri.
#StayAwake RTD Coffee is the new hero in Beverages market.
Growth is increasing significantly in both consumption and buyer
base.
INDIA
#ConvenientLife Indonesian Household is showing interest in Cup
VIETNAM
Noodle category. The buyer base is doubled versus last year.

SAUDI ARABIA

#Stabilization FMCG Value growth at 7.1%, first quarter since Q2
2012 not experiencing a slower pace.
#TopRetailer Sun-Art Group is the only key player to have seen
significant growth this quarter reaching a share high of 8.3%.
#PopCategory Functional drinks keep recruiting shoppers and
enlarging basket size.
#HighInflation has reached almost 7% in the latest month.
#FMCG_slowdown continues in Q3 2013 driven by Packaged Foods
& Personal Care.
#Small towns & Rural -earlier the growth engines- have also slowed
#GrowthUncertainty
Though
FMCG picks up slightly in recent

down
in terms of FMCG
purchase.
months thanks to improved economic situation, market growth slowdown hasn’t bottomed out in the long run.
#Hyper-SupermarketSlackens Growth slows to 1-digit for the first
time ever as fewer shoppers switch to Hyper-Supermarkets and
some even switch back.
#EmergingChannels:
Minimarkets
and Convenience
Stores
are
#FrequentShoppers Urban
Thai households´
Shopping
Frequency
booming
in the
years,
1/5 of urban
continue to
rise current
with CVS
and reaching
PVS increasing
fastershoppers.
than other
channels as Hypermarkets lose share.
#BeveragingTheWay Beverage is growing strongly driven by a
variety of categories such as RTD Tea, Sterilized Milk, Carbonated

Soft Drinks and 100% Juice.
#DecliningTrend Pure Soluble Coffee and Coffee Creamer
continued to witness decline
dueare
to increasing,
switching trend
to 3in1.
#DairyIsImportant  Dairy
prices
but consumers
are
strong supporter of the dairy sector!
#RememberMe Shoppers need to be reminded of the yummy
peanut butter sandwich!
SOUTH KOREA
#HealthierRayaDrinks?
Not only applies to CSD & Isotonic Drinks
during the festive season but seeing more households leaning
towards healthier RTD Tea as festive alternative?

TAIWAN

THAILAND

PHILIPPINES

MALAYSIA
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Details per country: click here

INDONESIA


China

ID

IN

KR

MY

PH

KSA
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BASKET TRENDS – %Value Change MAT Q3´13 vs. YA

MAT Q3.13
17%

1%

22%

TW

TH

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MAT Q3.12

MAT Q3.11

17%

17%

1%

22%

19%

19%

VN

1%

22%

19%
22%

21%
20%

21%
20%

20%

%CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL

Growth ≤ -0.5%

-0.5% < Growth ≤ 5%

Growth > 5%

Hypermarket
TOP 10

Work unit/ Gift / Supermarket/

Grocery
Wholesales
Others
RECRUITERS
Free sample
CVSIN CHINA (by penetration points growth)

0

Source: MAT Q313 vs YA Category Penetration%

CN

Indonesia

IN

KR

MY

PH

KSA
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BASKET TRENDS – %Value Change MAT Q3.13 vs. YA

MAT Q3.13

TW

TH

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MAT Q3.12

1%

8% 2%

1%

8%2%

16%

16%
74 %

74 %

%CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL

Growth ≤ -0.5%

-0.5% < Growth ≤ 5%

Growth > 5%

VN

Traditional

Minimarket
Supermarket
Hypermarket
Others
TOP
Trade10 RECRUITERS IN INDONESIA (by penetration points growth)

0

Source: MAT Q313 vs YA Category Penetration%


CN

ID

India

KR

MY

PH

KSA
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BASKET TRENDS – %Value Change MAT Q3´13 vs. YA

MAT Q3.13

TW

TH

VN

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MAT Q3.12

MAT Q3.11

17%

18%

15%

1%
4%

1%
3%
78%

79%

%CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL

Growth ≤ -0.5%

-0.5% < Growth ≤ 5%

Kirana/Paan-Beedi
(Traditional)

Growth > 5%

Supermarkets

1%
3%

Chemist

78%

Network

Others

Marketing
TOP 10 RECRUITERS IN INDIA (by penetration
points growth)

0

Source: MAT Q313 vs YA Category Penetration%


CN

ID

IN

MY

South
Korea

PH

KSA
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BASKET TRENDS – %Value Change MAT Q3´13 vs. YA

MAT Q3.13
1%
4%
6%
9%

TW

TH

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MAT Q3.12

39%

13%

VN

1%
4%
6%
10%
11%

4 0%

27%

MAT Q3.11
1%
4%
7%
11%
10%

39%

28%

28%

%CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL

Growth ≤ -0.5%

-0.5% < Growth ≤ 5%

Growth > 5%

Hypermarket Supermarket

Internet

Door

M&Ps

Department

Traditional

Mall
door
Store
TOP 10 FMCG BRANDS
IN toSOUTH
KOREA (by consumer
reach points)

0

Source: MAT Q313 vs YA Category Penetration%


CN

ID

IN

KR

PH

Malaysia

KSA
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BASKET TRENDS – %Value Change MAT Q3´13 vs. YA

MAT Q3.13

8%
2%
4 1%

VN

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MAT Q3.12

8%
2%
21%

TW

TH

8%
3%
4 1%

22%

MAT Q3.11

27%

4 0%

21%

28%

27%

%CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL

Growth ≤ -0.5%

-0.5% < Growth ≤ 5%

Growth > 5%

Supers

Hypers

Grocery &

Direct

Others

PVS
TOP 10 RECRUITERS
IN Sales
MALAYSIA (by penetration points growth)

0
Source: MAT Q313 vs YA Category Penetration%


CN

ID

IN

KR

MY

KSA

Philippines

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BASKET TRENDS – %Value Change MAT Q3´13 vs. YA

MAT Q3.13

4%8%
4%
8%

Growth ≤ -0.5%

-0.5% < Growth ≤ 5%

Growth > 5%

Sari-sari
Stores
TOP

VN

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MAT Q3.12

4 6%

7%
4%

6%
8%

MAT Q3.11

7%
4%
4%

9%

4 7%

Modern

4 7%

28%

28%

29%

%CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL

TW

TH

Market

Drug

Groceries
Others
Trade
Stalls
Stores
10 RECRUITERS
IN PHILIPPINES
(by penetration
points
growth)

0
Source: MAT Q313 vs YA Category Penetration%


CN

ID

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IN

KR

MY

Kingdom
Saudi
Arabia

PH

TW

TH

VN

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BASKET TRENDS – %Value Change MAT Q3.13 vs. YA

MAT Q3.13

10%
2%
5%

MAT Q3.12

31%

9%
2%
5%

33%

19%

22%

MAT Q3.11

9%
2%
5%
19%

31%

32%

31%

%CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL

Growth ≤ -0.5%

-0.5% < Growth ≤ 5%

Growth > 5%

Hyper/Super

Baqala

Mini market

Wholesale

Pharmacy

Others

TOP RECRUITERS IN KSA (by penetration points growth)

0
Source: MAT Q313 vs YA Category Penetration%

33%


CN

ID

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IN

KR

MY

PH

KSA

TW

Thailand

VN

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BASKET TRENDS – %Value Change MAT Q3´13 vs. YA

MAT Q3.13

MAT Q3.12

MAT Q3.11

14 %

14 %

14 %
6%

34 %

6%

12%

Growth ≤ -0.5%

-0.5% < Growth ≤ 5%

Growth > 5%

Grocery &
Provision
TOP

6%

36%

11%

11%

15%

%CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL

35%

13%

20%

12%

21%

20%

Hypermarket

CVS

Supermarket

Direct Sales

Others

10 RECRUITERS IN THAILAND (by penetration points growth)

0
Source: MAT Q313 vs YA Category Penetration%


CN

ID

Back Homepage

IN

KR

MY

PH

KSA

VN

Taiwan

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BASKET TRENDS – %Value Change MAT Q3´13 vs. YA

MAT Q3.13

37%

MAT Q3.12

23%

%CHANGE FMCG BASKET PER SOCIAL ECONOMIC LEVEL

-0.5% < Growth ≤ 5%

Growth > 5%

Hypermarkets Nat. Coop

MAT Q3.11

23%

CVS

23%
37%

37%

14%
6%6% 7%
7%

Growth ≤ -0.5%

TH

14 %

6%
8%
6%
7%

Drug Stores

Direct Sales

14 %

6%
8%
6%
7%

Supermarkets Others

TOP 10 FMCG RECRUITERS IN TAIWAN (by penetration point growth)

0

Source: MAT Q313 vs YA Category Penetration%


CN

ID

Back Homepage

IN

KR

MY

PH

KSA

TW

TH

Vietnam

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BASKET TRENDS – %Value Change MAT Q3´13 vs. YA
URBAN 4 CITIES

MAT Q3.13

MAT Q3.12

2%
2%
5%

2%
2%
4%

11%

18%

BASKET TRENDS – %Value Change MAT Q3´13 vs. YA
RURAL

2%
2%
4%

12%

12%

62%

Note:
Data Urban 4Modern
cities
Street
Shops
Trade

MAT Q3.11

18%

Wet
Market

18%

62%

Specialty

Direct
Sales

62%

Others

TOP 10 RECRUITERS IN VIETNAM (by penetration points growth)

Note: Data excluding gift
Source: MAT Q313 vs YA Category Penetration% - Urban 4 Cities


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ASIA | KEY INDICATORS 2013

Sources: IMF, National Bureau of Statistics of China, Trading economics, India Ministry of statistics & Programme Implementation, Central Statistic Bureau Indonesia, Bank of Korea,
Statistics.gov.my, Department of Statistics Malaysia, Bank Negara Malaysia, www.nscb.gov.ph, National Statistical Coordination Board, NESDB, Bank of Thailand, General Statistics Office
of Vietnam, Saudi Arabian Monetary Agency, Taiwan Department of Statistics, www.imf.org
*Notice that each country FMCG includes all the categories tracked locally, which are not necessarily the same across Asia. In India, limited number of categories reported due to KWP not
recording price)

16

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Q3 2013


Q3 2013 | SUMMARY LATAM

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#SlowGrowth A weak external demand reduces the growth in the region reaching 2.25% GDP growth YTD
Oct., the lowest rate in 4 years
#ExchangeRates LatAm under influence of global financial market volatility, responded to it by controlling
exchange rate volatility.
#LessFood Foods Basket the most affected in the region with the lowest growth mainly in Colombia and
Mexico
(1) Source: IMF – 2013


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LATAM iN 10 CLIKS
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MEXICO

BOLIVIA
#PracticalityIsTrend in clothes care basket and
powder soap

#SupermarketGoesDown in the last trimester, supermarkets are losing value

MÉXICO

#TraditionalTrade categories of high rotation are gaining importance in the traditional
trade

#Dosage in personal care basket

#LessLoyalConsumers in modern trade, specially in warehouses

#HealthyJuices entering to the Bolivian
households
#GovernmentalMeasures double year bonus
announced creating uncertainty in the private
sector

#GlobalSituationAffects we begin
to see some features of the recessive environment in
CENTROAMÉRICA
Q3
#SlightGrowInCAMBasket moderate growth in Basket in
Central America, where the cluster of Personal Care is
not recovered.

VENEZUELA

CAM

VENEZUELA
#AccumulatedInflation Already in September,
they reached the estimate for 2013

ECUADOR

#FewExistance the shortage of supplies persist
in all categories
COLOMBIA
#SpendingRecovery
Without
further
impact,
#NewRules
The government
made
official

an in the short
term
its consumption
additional 10%
in households
the minimumreactivate
wage since
November 1st
#HighSELSpendMore High SEL are driving the development
of spending without compensating the fall in low and middle
SEL households
#MoreHouseCleaning Beverages and food are still losing
spend while home care is gaining frequency

COLOMBIA

#BeveragesContributesPositively Beverages cluster
contributes to the basket growth in CAM, influenced
mainly by juices, nectars and sodas

ECUADOR

#DairyPositiveContribute
dairythe
cluster
achieves
growth
#PersonalCareGrows
4 of 10 categories with
bigger

penetration
influenced
by thehighlighting
category ofthe
powder
milk of
growth are frommainly
Personal
Care basket,
recovery
creams, makeup and fragrances.

PERU

#BasicProductsDevelopment Oils & butters, detergent and powder milk
are the fastest growing categories in Volume.

BOLIVIA

#NewBrandsOfSoftDrinks top brands like soft drinks and juices contract,
but a new powder tea brand helps to stabilize the basket

BRAZIL

#BaseOfThePyramid&ModernTrade Lower SEL and supermarkets are
the major contributors to market growth

BRAZIL

#PurchaseFrequencyFalling

thespending
chance in
of migrating
being chosen
#PremiumConsumption
Household
to is dwinling
premium categories, generating a loss
basic
#MediumClassSustainingConsumption
Inof
2013
theconsumer
C class that migrated
from D / E continues consumingcategories
and driving purchase.
#TraditionalTrade the channel that had lower volume and ticket before,
now joins the big ones

PERU
#LowerConsumptionLevel Generated by less purchase trips
#ModernTrade Housewives increasing their purchase frequency in this
channel
#HighSEL are maintaining the basket

CHILE

CHILE

ARGENTINA

#ConsumptionGrows but stills being affected by the price increases.

#DryFoods&Infusions Grows even when having the highest price
increase.

#LowerSEL drive the market higher spending from Q3.13 vs Q3.12

ARGENTINA

#HighSEL in the last 3 years, a decrease in spending and
consumption is noticed in this SEL households
#TraditionalTrade achieves development in recent years,
increasing participation in the Chilean market

#TopBrands of each category are driving the basket
#ProximityIsTheKey of the household’s consumption

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ARG

BRA

BOL

CAM

CHI

COL

ECU

MEX

PER

VEN

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BRA

BOL

CAM

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