NielsenIQ: Demand for consumer goods in 2022 fell below 2014 levels
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At the end of 2022, the nominal growth of the FMCG (FMCG) market amounted to 13.6%. At the same time, sales increased mainly due to rising inflation — its contribution amounted to 17%. The contribution of real consumption of goods amounted to -3.4%. This follows from the data of the NielsenIQ research company, which cites RBC.
According to NielsenIQ, at the end of 2022, the volume of consumption of goods fell lower than during the crisis of 2014-2015. Thus, in 2015, sales in physical terms decreased by 1.5%, while the contribution of inflation was 14.1%. Market growth then reached the level of 12.5%.
Analysts attribute this trend to the decline in real disposable incomes of the population. NielsenIQ experts note that an increase in sales was observed only in March 2022 against the background of reports about the departure of foreign FMCG brands from Russia. After the start of the special operation, several international manufacturers of FMCG products, including Coca-Cola, P&G, Henkel, Ikea, Inditex, announced their withdrawal from the Russian business.
The NielsenIQ study is based on an audit of FMCG retail across Russia. Including more than 200 retail chains and more than 120 thousand points of traditional trade (markets, pavilions).
According to survey NielsenIQ survey conducted in 2022, 88% of FMCG market participants indicated a decline in consumer income. According to the Central Bank, since the end of September 2022, households have switched to the economy of everyday consumption. Against this background, the share of the 50 largest FMCG brands in the market decreased to 25.2% against 27% in 2021.
More details – in the material “Kommersant” “Local Demand Brands”.
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