According to monitoring data from NielsenIQ, this January saw a significant 8.3% growth in the fast-moving consumer goods (FMCG) across all channels compared to the same period last year, largely bolstered by the Spring Festival. Offline channels experienced a steady growth of 5.4%, while online channels were even stronger, achieving a growth rate of 12.5%. Non-food categories outpaced food categories in growth across all channels, although food had a higher growth rate offline. Among the eight major FMCG categories, beverages, Personal Care, and drinks led the way. The Personal Care category ranked second with a 13% growth across all channels, with online being its core growth engine, and offline sub-markets (like skincare products and wet wipes) also showed double-digit growth.

Observing the performance of various channel types, almost all offline channels experienced significant growth in January 2025 compared to 2024. Large supermarkets, supermarkets, small supermarkets, and grocery stores had growth rates of 5.9%, 8.9%, 8.7%, and 4.6%, respectively, while convenience store channels also maintained slight growth. In terms of online channels, there was a decline in comprehensive e-commerce in January due to the halt of express delivery before the Spring Festival and the earlier timing of the festival compared to last year, with some sales potentially shifting to after the resumption of express delivery. Content e-commerce continued to maintain rapid growth during the Spring Festival, achieving a growth rate of 46%.

From the performance of various city levels, key and A-class cities saw a narrowing of declines in January 2025. Influenced by increased urban-rural mobility during the Spring Festival, the influx of workers returning home for family visits in first-tier cities drove consumption growth in lower-tier cities. Among them, C-class cities experienced the fastest consumption growth of up to 9.7%, while B-class cities also achieved a growth rate of 6.4%, and rural areas recorded a growth rate of 7.5%.

For manufacturers of Personal Care products, an all-channel perspective is crucial. The Personal Care Industry has gradually transitioned over the past 20 years from an era of offline professional channels, to the rise of traditional e-commerce platforms, to the emergence of content e-commerce, and now to the era of all-channel integrated marketing. At the same time, consumers are increasingly accustomed to purchasing and comparing across channels, making an all-channel strategy a common choice for both consumers and the industry.