#47 📊 [Consumer Intelligence | Market Strategy] Rethinking Consumer Priorities & Brand Agility in a Fragmenting FMCG Landscape

FMCG Landscape NIQ 与新加坡企业联合会：重新审视消费者优先事项与品牌灵活性，在快速变化的快消品市场中寻找破局之道

---

Did you know NIQ—formerly NielsenIQ and now merged with GfK—is over 102 years old, and coined the term “market share”? 您知道吗？NIQ（原 NielsenIQ，与 GfK 合并后重塑品牌）已有 102 年历史，是“市场份额”这一术语的首创者。

At this insightful session, we were given the full view of the Singapore market: 在本次深度会议中，我们全面洞察了新加坡消费市场的现况：

🔍 What’s happening 正在发生什么 📈 Why it’s happening 背后的原因是什么 💡 What to do about it 我们应如何应对

---

🔄 Singapore Consumers: Still Cautious, Now Purposeful

新加坡消费者：从“谨慎”迈向“有目的性”消费

• 24% of consumers now feel financially stable or are thriving—up from just 10% last year 24% 的消费者表示他们在 2024 年经济稳定或有所改善（2023 年仅为 10%）
• “身体健康”从通胀关注排名 第九跃升至第五，反映了消费者健康意识的大幅提升 Physical health, once ranked 9th, is now 5th—showcasing the growing focus on wellness.

消费者正在更有计划地理财与购物： Consumers are now budgeting more wisely: 🛒 更多支出：家庭用品、必需快消品、交通 👚 减少支出：服饰、外卖、非必要性快消品

---

📉 Big Brands Decline, SMEs and Private Labels Rise

大品牌失守，小品牌与自有品牌强势崛起

• 29% of FMCG sales now come from smaller brands (100+) 29% 的快消品销售额来自中小品牌（超过100个品牌）
• Private labels and challenger brands are gaining traction as shoppers become less brand-loyal and more value-driven 随着消费者不再盲从大牌，追求性价比，小众品牌更具吸引力和市场韧性。

---

🧠 BASES AI – Redefining Innovation

BASES AI —— 重新定义产品创新

NIQ 利用其 BASES Creative Product AI 平台，帮助客户实现： NIQ’s BASES Creative Product AI empowers clients to:

✅ 预测消费者喜好，并优化产品感官体验 ✅ 产品开发成本降低高达 50%，市场调研成本减少 25% ✅ 上市速度最多提前六个月，概念验证效率更高 ✅ 更快、更聪明地测试与推出产品

借助超过 19,500 项市场评估与 50 万消费者反馈，NIQ 提供的是最实战的数据洞察。

---

💬 Top 6 Consumer Concerns in Singapore

新加坡消费者前六大关注领域

1. 🍚 食品价格上涨 Increasing food prices
2. 💊 医疗成本 Healthcare costs
3. 💡 公用事业账单 Utility bills
4. 👔 工作保障 Job security
5. 🧘♂️ 身体健康 Physical health
6. 📉 经济衰退 Economic downturn

消费者优先考虑“更健康”、“更便捷”、“更节约”的产品价值主张。 Consumers now value health, convenience, and cost-efficiency more than ever.

---

🚀 NIQ Growth Formula for 2025 and Beyond

面向 2025 及未来的增长策略：

1. Innovate 创新突破：识别市场空白，引导新品开发 2. Premiumize 高端升级：1/2 的消费者愿为优质产品支付溢价 3. Health is Wealth 健康就是财富：主打健康功能属性产品增长迅猛 4. AI + Data-Driven 营销科技赋能：AI 帮助品牌优化触达路径与消费者体验

---

👥 Presenters at the Event 活动讲者

我们有幸聆听以下嘉宾的精彩分享：

• Wynn Teh – 新加坡中小企业业务负责人
• Jennie Tan – 商业洞察高级顾问
• Shashank Mishra – 战略分析与创新业务合作伙伴
• Rene Manjarrez – 战略分析与创新业务合作伙伴

Their insights offered a forward-looking blueprint for brands navigating today’s complex market terrain.

---

📌 In an era of rising inflation, shifting values, and increasing digital savviness, NIQ empowers brands of all sizes to gain a data advantage, test faster, and connect deeper with intentional consumers.

在这个通胀高企、消费观重塑与科技驱动的时代，NIQ 正以强大的数据洞察和 AI 创新能力，帮助品牌在复杂环境中破浪前行。

#NIQ #SBF #FMCG #ConsumerInsights #BASES #数据驱动 #品牌增长 #产品创新 #新加坡市场 #健康消费 #市场份额 #中小企业 #Premiumization #AI商业应用 #快消品 #PurposeDriven

Networking is important and it was fruitful to have a wide-ranging discussion about venture building, family & children, esports gaming, recent General Elections and national service with Jason T. It’s good to have different views and approaches to improving Singapore as a Singaporean. Glad we resonated on many areas.

交流很重要，而与 Jason T. 进行广泛的讨论非常有收获。我们探讨了创投建设、家庭与孩子、电竞游戏、近期大选及国民服役等话题。身为新加坡人，能够聆听多元观点和不同改善国家的方法，令人鼓舞。很高兴我们在许多领域上都产生了共鸣。

This article is also published on Linkedin.

这则刊文也发布在领英社交媒体。