贝恩：2025年中国购物者报告，系列二-渠道破局：中国快消品市场的机会和挑战（英文版）

This is the 14th consecutive year we have tracked the shopping behaviors of Chinese consumers. Our ongoing research provides a long-term perspective on 27 categories of fast-moving consumer goods (FMCG) purchased for home consumption in China. These categories span the four major sectors of packaged food, beverage, personal care, and home care, reflecting the evolving dynamics of China’s FMCG market. In this year’s Volume 2 report, we provide updates on the following two topics, followed b