1、 2024 Nielsen Consumer LLC.All rights reserved.Understanding consumers Impulse Buying BehaviourA Thought Leadership ResearchThailandFebruary 2024 2024 Nielsen Consumer LLC.All rights reserved.2024 Nielsen Consumer LLC.All rights reserved.Explore a detail consumer impulse buying behavior,a critical a

2、spect of modern marketing strategies.This report aims to uncover the psychological triggers and environmental factors that influence spontaneous purchasing decisions,providing insights into how marketers can enhance their engagement strategies to capitalize on these behaviors.Impulse buying represen

3、ts a fascinating area of consumer behavior characterized by unplanned purchases driven by emotional responses rather than deliberate decision-making.These purchases are often triggered by various stimuli in the shopping environment,which we will explore to understand how they can effectively be used

4、 to increase sales and customer engagement.See how the significant role of marketing tactics in influencing impulse purchases.From in-store layouts to online advertisements,marketing strategies are designed to tap into the consumers subconscious,encouraging them to make spontaneous purchases through

5、 carefully crafted emotional and visual triggers.2Consumer Impulse Buying BehaviorImpulse purchase behavior captivates marketers for its ability to shape consumer decision-making in ways that are dynamic,emotional,and often spontaneous.This phenomenon involves unplanned buying actions,typically driv

6、en by emotions rather than careful consideration.This captivation arises from several key factors:The unpredictability of impulse buying makes it a compelling area of interest.Consumers engaging in impulse purchases often deviate from traditional decision-making patterns,presenting a challenge and a

7、n opportunity for marketers to understand and influence this spontaneous behavior.Emotional triggers play a pivotal role in impulse buying,offering marketers a unique avenue to connect with consumers on a deeper level.The rapid decision-making associated with impulse purchases allows marketers to ca

8、pitalize on short attention spans and immediate consumer needs,creating opportunities for quick,impactful engagement.The influence of point-of-purchase displays and in-store marketing strategies cannot be overstated.Marketers can strategically position products and create compelling displays to enco

9、urage impromptu purchases.Additionally,social influences and peer pressure contribute significantly to the allure of impulse buying,allowing marketers to leverage social dynamics and trends.123 2024 Nielsen Consumer LLC.All rights reserved.Seasonal fluctuations and special promotional events signifi

10、cantly impact consumer purchasing behavior,often leading to increased impulse buying.This slide will delve into how businesses can strategically align their marketing efforts with seasonal trends and events to maximize consumer spending and engagement.Digital platforms offer unprecedented opportunit

11、ies to influence consumer impulse buying through personalized recommendations,real-time marketing,and social media interactions.We examine how e-commerce and digital marketing technologies have reshaped impulse buying patterns and how businesses can leverage these tools to their advantage.Here,we pr

12、esent a comprehensive analysis of impulse buying patterns among consumers,highlighting the psychological and socio-economic factors that trigger these behaviors.Insights from this analysis are crucial for businesses looking to refine their marketing strategies and product placements to better align

13、with consumer impulses.3Consumer Impulse Buying BehaviorSeasonal events,holidays,and promotional opportunities provide fertile ground for triggering impulse purchases.Marketers can strategically align their campaigns with these occasions to tap into the heightened consumer spending mindset.Online pl

14、atforms,with their recommendation algorithms and personalized content delivery,offer marketers new and potent tools to stimulate impulse buying in the digital space.E-commerce,in particular,provides opportunities for targeted recommendations,limited-time offers,and a personalized shopping experience

15、.The study of impulse buying patterns provides valuable insights into broader consumer behavior.Marketers can refine their strategies,tailor products,and enhance the overall shopping experience by understanding the triggers and motivations behind spontaneous purchasing decisions.In essence,impulse p

16、urchase behavior is a rich and multifaceted area for marketers,offering avenues for creativity,strategic thinking,and the development of campaigns that resonate with consumers on a visceral level.Successful navigation of this landscape can lead to increased brand loyalty,revenue generation,and a pro

17、found understanding of consumer preferences in the ever-evolving marketplace.456 2024 Nielsen Consumer LLC.All rights reserved.Our research is aimed at decoding the complex dynamics of impulse purchases among Thai consumers.The objectives outlined in this study focus on identifying the frequency,tri

18、ggers,and demographic profiles associated with impulse buying,providing a foundation for targeted marketing strategies.4ObjectivesUnderstand the incidence of impulse purchase and the associated dynamics in-terms of channel,demographics,shopping mission,categories,triggers and barriers amongst Thai c

19、onsumersSpecifically.Size of impulse dynamics(out of every 100 shopping occasions)Shopping channels and trips,where impulse behaviour is predominantWhich age cohort demonstrates impulse characteristics?Does accompaniment influence impulse purchase?Which categories have high affinity to impulse purch

20、ase?What store elements influence impulse behaviour during store visit?What individual triggers drive impulse purchases?2024 Nielsen Consumer LLC.All rights reserved.5An in-depth look at the methodologies employed in our study,including sampling techniques,data collection methods,and analytical appr

21、oaches.This rigorous methodology ensures the reliability and validity of our findings,offering valuable insights into the impulse purchasing behaviors of Thai consumers.Study Design 2024 Nielsen Consumer LLC.All rights reserved.Coverage:Sample size for Thailand(Urban):N=570Target AudienceGender-Male

22、s/FemalesAge:18 55 yrsInvolved in food and grocery shopping for the householdHas visited any format of retail for food and grocery shopping in the last one week for any type of shopping viz.stocking/replenishment/othersMethodologyRandom sample representative of the target market demographicsOnline s

23、elf-completion questionnaireLOI 20 minsChannels MappedHyper/Super MarketsOnlineConvenienceTraditional GroceryMinimarts/MarketsDrug/Personal Care/Cosmetics/PharmacyCash&CarryCategories MappedBiscuitsRTD BeveragesDairy&VeganDry Fruits,Seeds&NutsOrganic ProductsChocolates/Candies/ConfectionariesDressin

24、g,Dip&SaucesIce Cream&DessertsBreakfast Cereals&MuesliTea&CoffeeFrozen FoodSalty SnacksPersonal Care&BeautyHome CareBaby CareBatteriesStationeryTobaccoEnvironment Friendly Products 2024 Nielsen Consumer LLC.All rights reserved.6SummaryThis study primarily targeted weekly shoppers to understand the i

25、ncidence of impulse and the related dynamics.Reason for targeting weekly consumers was to capture the recency effect key for accurately mapping impulse dynamics viz.incidence,channels,categories bought and triggers.Impulse purchase was defined as Any food or grocery product or brand buying decision

26、made at the spur of the moment,without much prior planning or consideration or just unplanned purchase at the outlet.Our study shows that 92%of Thai consumers shop for food&grocery weekly and among these 9 out of 10 shoppers demonstrated impulse incidence,which is significant,even higher than averag

27、e regional index.This means if one were to consider all shopping occasion during a week,in every 1 out of 2 shopping occasions impulse purchase was surely observed.From a channel perspective,Convenience store and Super/Hyper Markets account for 50%of all impulse purchase amongst Thai shoppers,follow

28、ed by Online and Grocery.Given there is some skewness on each channel,we observed impulsive purchase high across consumer groups in Convenience store,whereas for Super/Hyper Markets and Online channels are highly skewed towards aged 20-35 years old groups.Non pantry stock up missions like on-the-go

29、and urgent needs are the key missions which drive impulse purchases amongst Thai shoppers.Situational factors such as Holiday/Special Occasions has a higher influence on impulse purchase with weekends and accompaniment to a lesser extent.Thais are more solo shoppers while prefer to shop more during

30、weekdays.2341 2024 Nielsen Consumer LLC.All rights reserved.2024 Nielsen Consumer LLC.All rights reserved.7SummaryThis study primarily targeted weekly shoppers to understand the incidence of impulse and the related dynamics.Reason for targeting weekly consumers was to capture the recency effect key

31、for accurately mapping impulse dynamics viz.incidence,channels,categories bought and triggers.Impulse purchase was defined as Any food or grocery product or brand buying decision made at the spur of the moment,without much prior planning or consideration or just unplanned purchase at the outlet.Besi

32、des situational factors,shoppers sudden inner desire and reminded buying also play a critical role in driving impulse purchase for offline channels.Individual Impulsive desire&reminded buying play a complementary role to impulse triggers,especially high in Convenience store and Traditional grocery.W

33、hereas in drug/personal store is highly triggered by new product/variant product innovation launched is often introduced through this channel.Besides,in-store activation strongly drives impulse purchase especially in Convenience,Supermarkets/Hypermarket and minimarts.External factors and social infl

34、uence seen limited amongst Thai consumers.While for online purchase behavior,new product/innovation and in-store attractive promotions well prompt Thai shoppers to make purchase.Aside,sudden inner mood also play slightly lesser role.Contrary to traditional belief that entry and exit points drive imp

35、ulse,in-store locations have a higher influence,as well as notable POS located prominently inside the physical store.In the case of online,special promotions in the app/website plays strong role to induces Thai shoppers to impulsively purchase as well as loyalty program e.g.membership points/coupons

36、Most impulse purchase offline is centered around food and beverages where RTD Beverages come as#1,followed by salty snacks and tea&coffee.This is similarly observed for both offline and online channels.6785 2024 Nielsen Consumer LLC.All rights reserved.2024 Nielsen Consumer LLC.All rights reserved.F

37、indings8 2024 Nielsen Consumer LLC.All rights reserved.2024 Nielsen Consumer LLC.All rights reserved.90%992%APAC&Middle East:93%Thai consumers shop for food&grocery at least once a week.Especially highest amongst consumers with aged 18-20 years old.APAC&Middle East:90%Demonstrate last one week shopp

38、ing incidence83%APAC&Middle East:72%Incidence of impulse purchase in last one weekThailandMajority of Thai shoppers purchase food&grocery at least once a week,while 9 out of 10 shoppers in last one week demonstrate impulse purchase incidenceQ10a.How frequently do you visit any form of retail outlet

39、or do online shopping for food and grocery for yourself or for your household?Daily-1|Once in 2-3 days-2|Once in 4-5 days 3|Once a week 4|Once a fortnight 5|Once a month 6|Less often than once a month 7|SINGLE CODE.Q10b.Have you visited any retail outlet or done online shopping for food and grocery

40、for yourself or for your household in the last one week?Yes/No.Q10d.Did you make any food and grocery impulse purchase in the last one week while shopping for yourself or for your household online or at any retail store.By impulse purchase,I mean product or brand buying decision made at the spur of

41、the moment,without much prior planning or consideration or just unplanned purchase.Yes/No.BASE:THAI MARKET(N=570)2024 Nielsen Consumer LLC.All rights reserved.10ThailandThai shoppers are more frequently stimulated by impulse purchase than the overall regional levelIncidence of impulse purchase in la

42、st 1 weekQ10c.How many times have you visited any retail outlet or done online shopping for food and grocery for yourself or for your household in the last one week?Q11a.You mentioned that you made impulse purchase of food and grocery items in the last one week while for yourself or for your househo

43、ld.By impulse purchase,I mean product or brand buying decision made at the spur of the moment,without much prior planning or consideration or just unplanned purchase.There could be one or more than one impulse or unplanned purchase of food and grocery items made by you in the last one week.Taking al

44、l impulse or unplanned purchases of food and grocery made by you in the last one week,tell me across which of these channels or retail formats did it take place and how many times in each one of them?BASE:THAI MARKET(N=570)2024 Nielsen Consumer LLC.All rights reserved.83%Ave.1 week shopping frequenc

45、y6.64APAC&Middle East 6.93 timesAve.1 week impulse purchase frequency3.41APAC&Middle East 2.99 timesShare of impulse occasions51%APAC&Middle East 43%2024 Nielsen Consumer LLC.All rights reserved.11ThailandChannelsIncidenceFrequencyShareConvenience StoresSuper/Hyper MarketsOnlineGroceryMini marts/mar

46、ketsDrug/Personal Care/CosmeticsCash&CarryEspecially through CVS and Super/Hyper Markets which account for 50%of all impulse purchase,followed by Online and GroceryQ11a.You mentioned that you made impulse purchase of food and grocery items in the last one week while for yourself or for your househol

47、d.By impulse purchase,I mean product or brand buying decision made at the spur of the moment,without much prior planning or consideration or just unplanned purchase.There could be one or more than one impulse or unplanned purchase of food and grocery items made by you in the last one week.Taking all

48、 impulse or unplanned purchases of food and grocery made by you in the last one week,tell me across which of these channels or retail formats did it take place and how many times in each one of them?BASE:THAI MARKET(N=570)Convenience store stands as#1 channel with highest incidence and frequency of

49、impulse purchase among Thai consumers and capture significantly higher than average APAC&Middle East(15%)Super/Hyper Markets are primarily skewed towards middle aged 21-35 years old.Online channels come as a#3,is predominant by 21-35 years old as well.Traditional grocery well capture Thai shoppers f

50、rom Upcountry area.73%59%51%47%18%15%15%3.73.43.43.33.12.83.229%21%18%16%6%4%5%2024 Nielsen Consumer LLC.All rights reserved.12ThailandAPAC&Middle East6%Over indexed in Cash&Carry(20%),Supermarket/Hypermarket(14%)9%13%6%19%Very strong in Convenience(41%)8%High in Drug/Personal store(35%)22%12%Amplif

51、ied in Minimart(19%),Supermarket/Hypermarket(15%)4%Non-pantry stock up missions like on-the-go and urgent needs are the key missions driving impulse purchasesQ13.Thinking about the most recent occasion where impulse or unplanned purchase happened in each of these channels or retail format in last on

52、e week,tell me which one of these best describes the shopping trip?BASE:THAI MARKET(N=570)11%7%10%9%21%19%8%12%3%Regular large pantry restockingPantry stock upEveryday needs,non-mealpreparationMeal preparationBuy to eat,drink,use on-the-goUrgent item/Need it now-shopping for few specific itemsTake a

53、dvantage of specialoffer/promotionLeisure shoppingShopping for special occasionsShopping mission driving impulse purchase 2024 Nielsen Consumer LLC.All rights reserved.Thailand13Situational factors such as Holiday/Special Occasions has a higher influence on impulse purchaseShopping accompainmentAlon

54、e,63%Others,37%ChannelsAloneOthersOnline76%23%Super/Hyper Markets49%51%Convenience67%33%Mini marts/markets60%40%Grocery66%33%Drug/Pharmacy/Cosmetic64%36%Others47%53%We would now like to talk a little bit more about your impulse or unplanned purchase _(DISPLAY OCCURANCE OF MOST RECENT IMPULSE/UNPLANN

55、ED PURCHASE OCCASION IN LAST ONE WEEK FROM Q9 AS PER INSTRUCTION 1)in _(DISPLAY CHANNEL/RETAIL FORMAT OF MOST RECENT IMPULSE/UNPLANNED PURCHASE OCCASION IN LAST ONE WEEK FROM Q9 AS PER INSTRUCTION 1).By impulse purchase,I mean product or brand buying decision made at the spur of the moment,without m

56、uch prior planning or consideration or just unplanned purchase.Q15a.Which of these best describes the day?Q15b Was there anything special about the day?Q14 Please tell me how many people were with you at the time?BASE:THAI MARKET(N=570)Majority of offline channels shows skew towards accompaniment,ex

57、cept Super/Hyper Markets where its equally skewed.Online and convenience store show high impulse purchase solo driven.Weekday v/s weekend(sat&sun)ChannelsWeekdayWeekendOnline69%31%Super/Hyper Markets65%35%Convenience66%34%Mini marts/markets61%39%Grocery53%47%Drug/Pharmacy/Cosmetic61%39%Others63%37%A

58、mong Thai shoppers,impulse behavior shows slight skew towards weekdays.Traditional grocery reveals more balanced incidence of impulse behavior across both weekdays and weekends.Weekday63%Weekend,37%Regular v/s holiday/special occasionChannelsRegular DayHoliday/SpecialOnline31%69%Super/Hyper Markets3

59、0%70%Convenience44%56%Mini marts/markets40%60%Grocery31%69%Drug/Pharmacy/Cosmetic12%88%Others16%84%Convenience store and Mini marts demonstrate most balanced incidence of impulse behavior across regular day as well as holiday/special occasions.Impulse purchase in other channels mostly skewed towards

60、 holiday/special occasions.Regular Day,34%Holiday/Special Occasion,66%2024 Nielsen Consumer LLC.All rights reserved.14ThailandBesides situational factors,shoppers sudden inner desire and reminded buying also play a critical role in driving impulse purchase for offline channelsQ19a.Which of these bes

61、t describes your trigger for impulse or unplanned purchase _(DISPLAY OCCURANCE OF MOST RECENT IMPULSE/UNPLANNED PURCHASE OCCASION IN LAST ONE WEEK FROM Q9 AS PER INSTRUCTION 1)in _(DISPLAY CHANNEL/RETAIL FORMAT OF MOST RECENT IMPULSE/UNPLANNED PURCHASE OCCASION IN LAST ONE WEEK FROM Q9 AS PER INSTRU

62、CTION 1)?BASE:THAI MARKET(N=570)Offline channels impulse triggers1%1%4%2%16%2%3%14%3%6%12%6%2%2%1%5%12%4%1%External environment/weather(weather,sudden change in weather,change in season etc.,)Special events(Friends/relatives/colleagues visiting home/party,birthday/anniversary,Special occasions such

63、as holiday,weekends,travel and leisure,payday etc.,triggered impulseSocial influence(seeing others buying the product,friends/relatives/partner recommendation,Sudden inner desire/mood/state of being(craving,treat self,indulgent mood,happy feeling,Buying tendencies(spendthrift,experimentative,always

64、casually pick up things unplanned)Curiosity,temptation,appealReminded buying/need for product(sudden remembrance when in store)Situational factors such as accompanying someone in store,children/friends/family/partner etc.,Situational factors such as having a break,lunch time,after work hours,weekend

65、s or holidayIn store activities such as promotions,discounts,sampling,demonstration etc,In store product placement/shelf space occupiedIn store displays,advertising,merchandising etc.Store personnel persuaded/recommended me to try the productStore atmosphere such as lighting,music,fragrance/scent et

66、c.,led me to explore the productStore membership points/coupons/discounts prompted me to try the productNew product/variant,limited edition product,uniqueness of the product,availability ofPackaging drew my attention to try the productRecent product/brand advertising on TV/outdoor/print/digital medi

67、ums triggered my purchaseIndividual Impulsive desire&reminded buying play a complementary role to impulse triggers,especially high in Convenience store and Traditional grocery.Whereas in drug/personal store is highly triggered by new product/variant product innovation launched is often introduced th

68、rough this channel.Besides,in-store activation strongly drives impulse purchase especially in CVS,Supermarkets/Hypermarket and minimarts.External factors and social influence seen limited amongst Thai consumers.2024 Nielsen Consumer LLC.All rights reserved.15ThailandWhile for online purchase behavio

69、r,new product/innovation and in-store attractive promotions prompt Thai shoppers to makeimpulse purchase.Q19a.Which of these best describes your trigger for impulse or unplanned purchase _(DISPLAY OCCURANCE OF MOST RECENT IMPULSE/UNPLANNED PURCHASE OCCASION IN LAST ONE WEEK FROM Q9 AS PER INSTRUCTIO

70、N 1)in _(DISPLAY CHANNEL/RETAIL FORMAT OF MOST RECENT IMPULSE/UNPLANNED PURCHASE OCCASION IN LAST ONE WEEK FROM Q9 AS PER INSTRUCTION 1)?BASE:THAI MARKET(N=73)Online channel impulse triggers2%5%2%12%4%6%6%3%4%4%5%2%2%16%21%3%3%Special events(Friends/relatives/colleagues visiting home/party,Special o

71、ccasions such as holiday,weekends,travel and leisure,payday etc.,Social influence(trending products displayed on the app,Sudden inner desire/mood/state of being(craving,treat self,indulgent mood,Buying tendencies(spendthrift,experimentative,always casually pick upCuriosity,temptation,appealReminded

72、buying/need for product(sudden remembrance when browsingSituational factors such as someone browsing the website/app,Situational factors such as having a break,lunch time,after work hours,In app/website activities such as promotions,discounts,sampling,In app product display,recommendation of other i

73、tems while purchasing aIn app displays,advertising,merchandising etc.,Customized recommendation/suggestion by the app led me to try the productStore/app membership points/coupons/discounts prompted me to try the productNew product/variant,limited edition product,uniqueness of the product,Packaging d

74、rew my attention to try the productRecent product/brand advertising on TV/outdoor/print/digital mediums 2024 Nielsen Consumer LLC.All rights reserved.16ThailandContrary to traditional belief that entry and exit points drive impulse,in-store locations have a higher influence,as well as notable POS lo

75、cated prominently inside the storeQ20.Which of these best describes the placement of the impulse or unplanned purchase item you made _(DISPLAY OCCURANCE OF MOST RECENT IMPULSE/UNPLANNED PURCHASE OCCASION IN LAST ONE WEEK FROM Q9 AS PER INSTRUCTION 1)in _ BASE:THAI MARKET(N=570)Placement of impulse p

76、roduct purchased-offline5%5%5%5%5%20%10%5%9%2%2%2%6%2%6%7%5%Checkout countersEnd caps-Shelves/product placement units at either end of theNear store entranceNear store exit before the checkout counterStorefront/store windowsIn store shelves with other similar products/categoriesIn store shelves with

77、 completely different products/categoriesIn store in the main walkway(not aisles)Product was placed at a unique location in store,with no otherProduct sampling stations in storeMobile sampling stations/in store staff carrying products forNear in-store seating areaIn between aisles affecting traffic

78、flow/shopper movementHigh traffic point in storeNear F&B/Cafe area of the storeNew arrivals section/shelfSeason special section/tab 2024 Nielsen Consumer LLC.All rights reserved.17ThailandIn the case of online,special promotions in the app/website plays strong role to induce Thai shoppers to impulsi

79、vely purchase as well as loyalty program e.g.membership points/couponsQ20.Which of these best describes the placement of the impulse or unplanned purchase item you made _(DISPLAY OCCURANCE OF MOST RECENT IMPULSE/UNPLANNED PURCHASE OCCASION IN LAST ONE WEEK FROM Q9 AS PER INSTRUCTION 1)in _ BASE:THAI

80、 MARKET(N=73)Placement of impulse product purchased-offline4%13%8%0%9%3%2%8%5%5%9%9%12%0%0%6%1%5%Checkout/Payment windowSpecial offer/promotions/discount icons/tabs/windows in theProduct display/flash/pop up on immediately opening the app/websiteA separate icon/window/tab displaying recommended prod

81、ucts for meA separate icon/window/tab displaying offers and discountsA separate icon/window/tab displaying products for specialTrending products on the app/websiteRecommendations/suggestions of items to be added popping upIn app product listing with other similar products/categoriesIn app product li

82、sting with completely different products/categoriesNew arrivals section/tabSeason special section/tabOn availing membership points/couponsAfter checkout/payment windowPersonalized messages on phone from store app/websitePersonalized notification on phone from store app/websiteLocation based messages

83、 on phone from store app/websiteLocation based notification on phone from store app/website 2024 Nielsen Consumer LLC.All rights reserved.18ThailandMost impulse purchase offline is centered around food and beverages where RTD Beverages come as#1,followed by salty snacks and tea&coffeeQ17.Into which

84、of these categories does your impulse or unplanned purchase _(DISPLAY OCCURANCE OF MOST RECENT IMPULSE/UNPLANNED PURCHASE OCCASION IN LAST ONE WEEK FROM Q9 AS PER INSTRUCTION 1)in _(DISPLAY CHANNEL/RETAIL FORMAT OF MOST RECENT IMPULSE/UNPLANNED PURCHASE OCCASION IN LAST ONE WEEK FROM Q9 AS PER INSTR

85、UCTION 1)fall into?BASE:THAI MARKET(N=570)Impulse categories purchased-offlineHigh in CVS&Traditional groceryBase:Thai market(n=570)Less in Convenience63%45%42%41%38%37%35%34%33%33%31%30%30%29%28%27%27%25%24%RTD BeveragesTea&CoffeeIce Cream&DessertsBiscuitsFrozen FoodDressing,Dip&SaucesBreakfast Cer

86、eals&MuesliOrganic ProductsTobaccoBatteries 2024 Nielsen Consumer LLC.All rights reserved.19ThailandOnline impulse dynamics similar to offline with respect to categories purchasedQ17.Into which of these categories does your impulse or unplanned purchase _(DISPLAY OCCURANCE OF MOST RECENT IMPULSE/UNP

87、LANNED PURCHASE OCCASION IN LAST ONE WEEK FROM Q9 AS PER INSTRUCTION 1)in _(DISPLAY CHANNEL/RETAIL FORMAT OF MOST RECENT IMPULSE/UNPLANNED PURCHASE OCCASION IN LAST ONE WEEK FROM Q9 AS PER INSTRUCTION 1)fall into?BASE:THAI MARKET(N=570)Impulse categories purchased-online55%39%37%36%33%32%30%29%29%28

88、%27%26%26%25%24%24%23%22%21%RTD BeveragesTea&CoffeeIce Cream&DessertsBiscuitsHome CareDressing,Dip&SaucesBreakfast Cereals&MuesliOrganic ProductsTobaccoBatteries 2024 Nielsen Consumer LLC.All rights reserved.2024 Nielsen Consumer LLC.All rights reserved.About NIQNIQ is the worlds leading consumer in

89、telligence company,delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth.In 2023,NIQ combined with GfK,bringing together the two industry leaders with unparalleled global reach.With a holistic retail read and the most comprehensive consumer insightsdelivered with advanced analytics through state-of-the-art platformsNIQ delivers the Full View.NIQ,is an Advent International portfolio company with operations in 100+markets,covering more than 90%of the worlds population.For more information,visit NIQ.com20