Kantar-凯度中国消费者态度月度晴雨表

KantarChineseConsumerInsigh1.五一小长假提振了消费者的积极情绪，对市场预期上升，但整体处于恢复性成长阶段。对通胀的担忧上升，节省花费的比例也小幅上升。但同时对品质的追求提升，超过半数消费者更看重品质生活，消费者对待消费愈发慎重。2.五一小长假为低线城市注入活力，低线城市的提振幅度更3.身心健康与平衡受到高度关注，超过七成消费者非常关注身体、心理健康及生活平衡，希望有足够时间陪伴家人；一线城市及高收入消费者的关注程度更高。4.千禧之前的世代消费者将教育和学习提上日程，Z世代仍看重娱乐享受、出国游比例更高。56%63%53%53%国内消费者积极情绪的变化趋势positivemood:The56%63%53%53%国内消费者积极情绪的变化趋势positivemood:Theoveralltrendofpositivemoodamongdomesticconsumersappearstobemorepositivethanlastyear,andafterMayDayholidays,positiveemotionsfurtherimproved.46%56%source:positive355%40%51%55%40%51%TheMayDayholidayshasthegreatestimpactonthesentimentofconsumersinlower-tiercities,wherethereisasignificantsurgeinpositiveemotions.国内消费者积极情绪的变化趋势positivemood:56%59%69%Domesticconsumershaveaveryhighlevelofconcernforhealth,includingbothphysicalandmentalwell-being,andbalancedlifestyle.sourcesource-564%64%64%64%Over70%percentconsumersarehighlyconcernedabouthavingenoughtimetospendwiththeirfamilies,withfirst-tiercitiesandhigh-incomeconsumersbeingmoreconcernedaboutfamilytime.有足够的时间陪伴家人Havingenoughtimetospendwithfamily:84%76%74%73%73%76%74%73%73%71%71%女女sourcesource-655%54%31%55%54%31%29%49%38%Overall,domesticconsumersconcernsaboutinflationarelowerthanlastyear’slevel,buttheyhaveslightlyincreasedinMay.source7AfterMayDayholidays,consumersinfirst-andsecond-tiercitieshavebecomemoreconcernedaboutinflation,whileconsumersinlower–tiercities,onthecontrary,havebecomelessconcerned.国内消费者对通胀的担忧程度趋势Anxietyaboutinflation:44%34%31%39%32%33%27%44%34%31%39%32%33%一线城市Tier1二线城市Tier2低线城市sourcesource-8Overall,domesticconsumers’expectationsforthemarketarehigherthanlastyear.They21%23%20%21%23%15%15%12%______________source9AfterMayDay,expectationsforthemarkethaveslightlyincreasedacrossalllevelsofcities,withthemostsignificantchangesoccurringinlower-tiercities.24%20%15%24%20%15%62%57%47%62%57%47%Overall,domesticconsumers'expectationson'Economizing’arelowerthanlastyear,buttherehasbeenaslightincreaseinMay.节省花费的比例，品类均值Categoryaverageoneconomizing:60%45%50%source:InMay,theexpectedlevelon'Economizing’incitiesatalllevelshasincreased,withanotableriseamongconsumersinsecond-tiercities.节省花费的比例，品类均值Categoryaverageoneconomizing:55%45%46%55%45%46%sourcesourceInMay,overallconsumers’'Economizing’increasedamongdomesticconsumers,withgreatercautionobservedin食品采购家装奢侈品保险社交活动服装餐厅、咖啡店、外出就餐度假订阅娱乐服务（例如视频/音乐会员）个人护理和化妆品娱乐活动（例如参加活动）教育和学习活动source:leisureandentertainment.食品采购燃料和电力使用个人护理和化妆品保险教育和学习活动家装社交活动服装度假订阅娱乐服务（例如视频/音乐会员）奢侈品餐厅、咖啡店、外出就餐娱乐活动（例如参加活动）source:原地躺平29%城市附近短途出游原地躺平29%城市附近短途出游MayDayholidays,theproportionofGenZindividualschoosingtocelebrateathomeorengageinstaycationissignificantlyhighercomparedtootherdemographics.Whiletheproportionofthemchoosingshorttripsnearthecityisnoticeablylower.Additionally,theproportionofGenZindividualsoptingforinternationaltravelisrelativelyslightlyhighercomparedtootherdemographics.城市附近短途出游城市附近短途出游source:kantarchinaIssuesBarometer2023.5 GenZconsumersaremoreinclinedtoenjoylife,withtheirbudgetallocatedtowardsvacations,diningout,andentertainmentactivities.Ontheother度假餐厅、咖啡店、外出就餐娱乐活动（例如参加活动）奢侈品订阅娱乐服务（例如视频/音乐会员）服装个人护理和化妆品燃料和电力使用教育和学习活动家装社交活动食品采购保险教育和学习活动保险食品采购个人护理和化妆品社交活动服装燃料和电力使用家装订阅娱乐服务（例如视频/音乐会员）娱乐活动（例如参加活动）奢侈品餐厅、咖啡店、外出就餐度假source:InMay,thetrendofconsumerspursuingqualitycontinues,withoverhalfofconsumersplacingmoreemphasisonqualitywhenchoosingproducts.Consumersinfirst-tierandlow-tiercities:Thepursuitofqualityhascontinuedtoincrease,whilethefocuson‘valuefor对商品/服务的消费态度反而更趋向于品质。消费者仍旧 source低线城市Tier低线城市Tier3 sourceDomesticconsumersprioritizebrandchoicesoverpriceconsiderations.Digitalproductshavethehighestbrandloyaltyamongallproductcategories.Consumersalsoplacegreatimportanceonthebrand