3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm 3.70cm 6.40cm 9.10cm 11.80cm 14.50cm 17.20cm 9.90cm 22.60cm 25.30cm 27.99cm 30.69cm 32.85cm 30.16cm 27.46cm 24.76cm 22.07cm 19.37cm 16.67cm 13.98cm 11.28cm 8.59cm 5.89cm 3.19cmContent BottomContent TopHeading BaselineLeft Margin Right Margin 7.8 7.3 6.9 6.7 6.9GDP 8.0%5.9%4.1% 3.6% 4.3%20132014201520162017 快消品市场回暖，高端化为主要增长动力China FMCG slightly warmed up, accelerated by a stronger premiumization trend.2FMCG持续高端化Continuous Trade-up购物篮增长停滞Sluggish Basket Size (KG)购物频次减少Decreasing Frequency+4.0%-1.3%-1.8%增长动力Market Driver国内生产总值及快消品销额增长率GDP & FMCG Value GR*数据来源：凯度消费者指数 家庭购买样组；全国城镇家庭；Y17 vs YAData source: Kantar Worldpanel Household Panel; TTL Urban China families3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm 3.70cm 6.40cm 9.10cm 11.80cm 14.50cm 17.20cm 9.90cm 22.60cm 25.30cm 27.99cm 30.69cm 32.85cm 30.16cm 27.46cm 24.76cm 22.07cm 19.37cm 16.67cm 13.98cm 11.28cm 8.59cm 5.89cm 3.19cmContent BottomContent TopHeading BaselineLeft Margin Right Margin中国快消品增长转向中、西部以及二、三线城市领导Growth engine of China FMCG has shifted to Southwestern and Central provinces, as well as mid-tier cities.3城市级别 City Tier 增长率 GR 一线城市Key Cities +3.5% 二线城市A Cities +4.8% 三线城市B Cities +4.4% 四/五线城市 C/D Cities +3.9%人才落户和购房优惠政策Preferred housing and Hukou policies快消品销额增长率Total FMCG Value GR0%< - <3.5%无数据 No data3.5%< - <7%7%*数据来源：凯度消费者指数 家庭购买样组；全国城镇家庭； Y17 vs YAData source: Kantar Worldpanel Household Panel; TTL Urban China families3.16cm4.75cm6.34cm7.93cm9.52cm11.11cm12.70cm14.29cm15.87cm17.00cm1.00cm 3.70cm 6.40cm 9.10cm 11.80cm 14.50cm 17.20cm 9.90cm 22.60cm 25.30cm 27.99cm 30.69cm 32.85cm 30.16cm 27.46cm 24.76cm 22.07cm 19.37cm 16.67cm 13.98cm 11.28cm 8.59cm 5.89cm 3.19cmContent BottomContent TopHeading BaselineLeft Margin Right Margin 个护品类保持高速增长，护肤和彩妆是最大机会Personal care sector remained outstanding performance; Skin care and Makeup are the biggestopportunities.4 0 20 40 60 80 0%5%10%15%20%25%30%35% 彩妆 Makeup面部护肤品 Facial Skin care私密护理 Intimate Wash洗发水 Shampoo护发 Conditioner沐浴露 Shower Gel洗手液 Hand Wash身体护理 Body Care染发 Hair Colorant香水 Fragrance头发造型 Hair Styling香皂 Bar Soap除臭剂 Deodorant个护品类市场表现Personal Care Category Performance *数据来源：凯度消费者指数 个人美妆样组；全国城镇人口；15~54岁男女性； Y17 vs YAData source: Kantar WorldpanelBeauty Panel; TTL Urban China; 15~54 y.o.+15%个护品类*销额增长率Personal CareValue GR*个护品类包括护肤、彩妆、香水、洗发护发、脱毛产品、沐浴产品、私密护理Personal Care incl. Skin care, Makeup, Fragrance, Hair Care, Hair Remover, Personal Wash, Female care销额增长率 Value GR渗 透 率P en et ra tio n快 慢低高。。。。。。