© 2025 Nielsen Consumer LLC. All Rights Reserved.© 2025 Nielsen Consumer LLC. All Rights Reserved.1王伶 Lynn WangNIQ中国 零售商客户成功团队 负责人Retail Customer Success Lead, NIQ China中国快消自有品牌价值进阶之路价质跃迁 共赴新境Quality-Price Leapfrogging: Embarking on a New FrontierChina FMCG Private Labels: The Journey to Value Elevation
© 2026 Nielsen Consumer LLC. All Rights Reserved.© 2026 Nielsen Consumer LLC. All Rights Reserved.2消费者对目前财务状况的感知35%更好Better off更差Worse Off亚太 APAC-1pts vs. 24H241%中国 CN+7pts vs. 24H229%亚太 APAC+2pts vs. 24H223%中国 CN-1pts vs. 24H2Consumer financial position, sentiment year over year (% respondents)中国消费者的家庭财务预期有限好转消费心态从“谨慎保守”向“理性”与“情感”并重的双轨制重构演变Chinese consumer has evolved from cautious conservation towards rational & emotional reorientation数据来源：尼尔森IQ 2026年中国消费者展望，调研时间：2025年7月 对比2024年7月; 样本量=亚太6192/中国1100Source: NIQ consumer outlook guide to 2026, July 2025 survey data vs. July 2024; Sample size = APAC 6192/CN1100亚太 APAC中国 CN食品价格上涨2714经济下行2330国际冲突/危机209自身及家庭福利/幸福感1430公用事业费用涨价148工作保障1420全球变暖/环境问题209住房成本上涨98流行病811保障家庭基本/生活能力811健康问题6132112消费者主要关注事项（% 受访者认可）Consumer top concerns in the next 6 months (% respondents who agree)对比去年排名变化 :上涨Up持平Flat下降Down
© 2026 Nielsen Consumer LLC. All Rights Reserved.3双轨消费主导下, 中国消费者的物质价值观重排, 消费驱动力逐渐从外部认同转向自我及家庭的身心满足Declining out-of-home and appearance spending weakens offline momentum; Wallet intentions on inner fulfillment reinforce the shift into self-relevance value in China consumption engine消费者管理开支的主要策略 Consumers' strategies to manage spending 花费更多Spending more花费更少 Spending less30%30%28%21%31%43%40%38%34%33%个人/子女教育储蓄/投资医疗保健假期国内游公用事业费用亚太 APAC中国 CN36%32%34%33%30%30%30%28%24%24%出门吃饭聚餐餐饮外卖户外享乐服饰装扮沙龙美容美发亚太 APAC中国 CN（水、电、燃气、电话网络费用等）Out of home dining / eatingFood delivery/ takeawaysOut of home entertainmentClothing / ApparelSalon beauty / groomingSelf-education or for kidsSaving / InvestmentsHealth care Holidays – domestic travelUtilities (electricity/water)数据来源：尼尔森IQ 2026年中国消费者展望，调研时间：2025年7月 对比2024年7月; 样本量=亚太6192/中国1100Source: NIQ consumer outlook guide to 2026, July 2025 survey data vs. July 2024; Sample size = APAC 6192/CN1100
© 2026 Nielsen Consumer LLC. All Rights Reserved.432%53%13%花费更多花费维持花费更少日常快消品支出态度64%体验安全和质量便捷77%74%健康81%提升外出或宅家的体验对健康更有益的产品更便捷的产品形式产品安全和质量有保障消费者愿意溢价支付的快消品属性数据来源：尼尔森IQ 消费者展望调研，2025年7月问题：Q5：您日常购买杂货和家居用品时如何管理开支？Q9：日常采购家居用品和食品杂货时，您愿意为具有哪些特性/功能的产品支付更高的价格？N=1100vs 53% 亚太vs 64% 亚太vs 60% 亚太vs 61% 亚太体现在快消品购买上, 中国消费者左手要抓“物质森林”, 右手要享“情绪旷野”质价比与情感共鸣的双重满足将成未来快消发展趋...
