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  "documentTitle": "China Shopper 2018 Vol 1",
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  "notes": "Includes a note about methodology regarding cigarette exclusion and data updates.",
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      "text": "In the food and beverage sectors, the value growth of the packaged food categories outpaced that of beverages; packaged food's annual growth rose from 1.3% in 2016 to 3% in 2017.",
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      "text": "Annual growth rate: 3%",
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      "text": "As China's two-speed growth trajectories continued in 2017, the distinctions between the two were becoming increasingly apparent. For example, mouthwash grew at an impressive 48.6% rate, and pet food by 17.5%—signs of Chinese consumers' desire to improve their health and lifestyle (see Figure 6). At the other end of the spectrum, MSG (monosodium glutamate) value dropped by 10.2%—further evidence of expanding health awareness.",
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      "text": "In fact, the biggest theme emerging from the 2017 China Shopper survey may be the extent to which consumers are advancing in their efforts to live healthier and more enjoyable lives. From silicone-free shampoo to not-from-concentrate (NFC) juice that's more natural and nutritious, Chinese consumers are spending more on premium goods that deliver health benefits or elevate their lifestyle. Increasingly, they can afford it: Disposable household income per capita has grown at a compound annual rate of 8.2% over the past six years. Much of the growth comes from the southwest and central provinces as industries shift inland from the coast. These provinces continue to outperform the coastal provinces in terms of FMCG spending growth, as more consumers become premium buyers (see Figure 7).",
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      "text": "In the food and beverage sectors, the value growth of the packaged food categories outpaced that of beverages; packaged food's annual growth rose from 1.3% in 2016 to 3% in 2017. By contrast, the beverage categories' rate of growth rose from 2.3% to just 2.6% (see Figure 4).",
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      "text": "A similar divergence took place in personal care and home care. Personal care categories registered a strong growth rate of 9.5% in 2017, largely due to average selling prices that gained 7.9%. But in home care, flat volume and low price growth combined to deliver shrinking value growth, which rose by 2.1% compared with 3.5% a year earlier (see Figure 5).",
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      "text": "Note: Kantar excluded cigarettes from total FMCG and slightly updated all category data in 2017, leading to minor changes when refreshed with previous years' data. Sources: Kantar Worldpanel; Bain & Company",
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