China’s FMCG sector continued its cautious recovery post-Covid, with growth driven primarily by volume rather than pricing, reflecting ongoing deflationary pressure. Categories tied to in-home consumption, such as food and home care, remained resilient, while discretionary segments recovered more slowly. Lower-tier cities sustained stronger momentum due to less market saturation and increasing consumption power. Digital channels, including e-commerce and O2O platforms, further strengthened their role in distribution, shaping new consumer habits. Health awareness, value-conscious spending, and demand for convenience persisted, influencing product innovation and marketing. Overall, the market showed gradual stabilization, with long-term growth anchored in digitalization, localized strategies

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