China is currently the world’s fifth largest consumer goods market and some projections say that by the middle of the next decade China will become the world’s second largest consumer market, ranked after the United States. We don’t think this development path will change even with the current world-wide economic crisis. With a massive RMB Four Trillion Yuan economic stimulus package announced at the end of 2008 the Chinese government is working actively to ensure the country’s economic expansion. There is also a major push to increase domestic consumption within the next two years, there’s no doubt that the Chinese consumer goods market is set for sustained growth. Therefore, it’s vital for businesses to gain in-depth understanding of current and future consumer behavior. The need to identify demographic differentiations across this vast country has become a key challenge for FMCG companies operating in China. This FMCG Omnibus Survey provides insights to Chinese consumer behavior and market opportunities for FMCG companies who are looking to do business here in China.

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The current global financial crisis is obviously a major concern for consumers around globe. While consumer spending and confidence remains low around the world especially the US market how do Chinese consumers react and what are their expectations for the future? A recent national survey done by China Polling shows that despite the global slowdown, consumers feel more optimistic compare to rest of the world.

When asked whether consumers believe China will weather the economic situation better or worse than rest of the world, 70.2% believe that China will be better off, while only 8.4% believe China will be worse off. The remaining 23.6% think China will go through some tough time the same as other countries. But, Chinese consumers feel quite confident about its local market. As we take a closer look at some comparisons around the country, results show that consumers in Beijing have the highest confidence level at 73.7% who believes that China will be better off and Shanghai consumers have the lowest confidence level with only 56.3% believe, with 18.8% believe that China would be worse off. Guangzhou and Shenzhen consumers are also feel much less confident. More »