凯度消费者指数大中华区总经理虞坚2020.10.09
凯度消费者婴童指数 – 360度洞察消费者全渠道购买行为Kantar Worldpanel Baby+Kids Panel provides 360° understanding of consumers’ omni-channel shopping behavior• 覆盖中国大陆城镇地区（不包含农村地区）• Geographically cover urban China area• 监测0-6岁婴童个体• Track 0-6 years old baby/kids individual• 连续性及时地记录真实购物行为• Continuously measure consumer purchasing behavior on real time basis• 覆盖奶粉、纸尿裤、婴儿辅食、婴儿保健品、婴儿洗护产品、婴儿湿纸巾、儿童牛奶、儿童奶酪等。• Cover IMF, diaper, infant food, nutrition supplement, baby toiletry, wiper, kid milk, kid cheese, etc.研究0-6岁婴童Baby/Kids age 0-6 years old谁买的 Who在哪买的 Where扫描商品条形码 What单价 Price数量 Quantity是否促销 Promotion连续监测购买行为Continuous shopping behavior全渠道覆盖Omni-Channel Coverage• 为样本提供具备标准扫描流程的扫描仪/收集APP，用以手机数据• Collect purchase data via scanner/mobile APPs• 重点理解消费者的购买行为• Provide insight on consumer shopping behavior• 母婴店 MBS• 大卖场 Hypermarket• 超市 Super Market• 百货公司 Department Store• 医院 Hospital• 药房 Drugstore• 亲友赠送 Gift from Relatives• 杂货店 Grocery• B2C 电商• C2C 电商• 微信渠道 WeChat Purchase• 海外购买 Oversea Purchase• 直销 Direct Sales• 其他 Others2
出生率持续下降，母婴市场增长面临更大的挑战BB population will continue to decline, with more challenge for baby category to grow数据源：国家统计局+凯度消费者指数2020预测Data Source: National Bureau of Statistics & Kantar Worldpanel forecast for 202016.6 New Born Babies, 13.6 48.4 Age 4-6 Babies, 51.6 49.8 Age 0-3 Babies, 42.2 201520162017201820192020 (F)全国婴幼儿人口数（百万）National Baby Population(Million)651154392019上半年2019H12020上半年2020H1“怀孕”关键词百度搜索指数均值“pregnant” Baidu Search Index数据源：百度搜索指数。Data Source: Baidu Search Index3
婴童品类同样受新冠疫情影响，疫情期间购买量减少Baby category performance was negatively impacted after COVID-19, mainly due to less trip volume +5%-2%+8%-0.03%Y20192020上半年2020H1整体快消品婴童品类品类销额增幅% Value. GR% VS Y.A.TTL FMCGBaby & Kids Category数据源：凯度消费者指数，婴童样组，0-6岁婴童，全国一到五线城镇，2018P1-2020P6*婴童品类包含：婴幼儿配方奶粉（1段-4段），婴幼儿辅食，婴儿纸尿裤，婴幼儿湿巾，婴幼儿洗发水，婴幼儿沐浴乳，婴幼儿身体护理，婴儿爽身粉，婴幼儿口腔护理，儿童液态奶，儿童奶酪Data Source: Kantar Worldpanel, Baby & Kids Panel, Urban China, 0-6 yrs, 2018P1-2020P6*Baby & Kids Category includes Infant milk powder (S1-S4), Infant nutrition food, Diaper, Wiper, Shampoo, Personal wash, Body care, Body chill, Dental Care, Kids liquid milk and kids cheese4948495150484847 19P12 19P13 20P1 20P2 20P3 20P4 20P5 20P6单次购买量 (千克，片)Vol./Trip (Kg, Piece)0-6个月宝宝纯母乳喂养率%（8周滚动）Pure Breast Feeding Rate (8 weeks rolling) among 0-6 Month babies, National China*纯母乳喂养为在过去8周母乳喂养婴儿且没有购买过婴幼儿配方奶粉。*Pure breastfeeding refers to moms fed baby with breast milk and did not purchase IMF during the past 8 weeks.4
10%6%4%1%3%-3%9%5%-1%-...
