China’s FMCG market in early 2022 faced significant turbulence driven by Covid disruptions, mobility restrictions, and economic uncertainty. Consumer demand weakened and shifted toward essential and value‑oriented products, while frequent outbreaks accelerated changes in shopping behavior and channel mix. Price pressure intensified as shoppers became more cautious, traded down, and relied more on promotions, creating a challenging environment for brands. The report highlights that navigating this period required agility, faster response to changing consumption patterns, and sharper value propositions. Companies that adapted quickly to volatility, optimized assortments and pricing, and strengthened execution across online and offline channels were better positioned to manage disruption and

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