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  "documentTitle": "China Shopper 2018 Vol 1",
  "authorId": "Bain",
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  "notes": "Includes data on FMCG growth by city tier and local brand market share gains.",
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      "text": "Food and beverage spending by channel (B RMB, 2017)",
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      "text": "Food and beverage spending by channel (B RMB, 2017)",
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      "text": "Notes: Based on food and beverage spending in Tier-1 and Tier-2 cities in China for 10 categories; 10 categories include beer, packaged water, RTD tea, juice, CSD, biscuits, chewing gum, chocolate, candy and yogurt; RTD tea is ready-to-drink tea; CSD is carbonated soft drinks; other channels in out-of-home spending include on-premises consumption in KTV/cinema/bar/club and coffee/bakery/ice cream stores; grocery refers to stores that are focused on FMCG products and are smaller than 100 square meters; convenience refers to small stores that are open for more than 16 hours per day and have a counter by the exit. Sources: Kantar Worldpanel; Bain & Company",
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      "text": "Food and beverage spending: 26%",
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      "text": "As we have consistently seen in each year's research, local players gained share over foreign competitors. Local brands grew by 7.7% in 2017, capturing 98% of market growth, while foreign brands increased by 0.4% (see Figure 19). Local brands won share over foreign brands in 21 categories while foreign brands gained share in only 4 categories. RTD tea was the only category in which there was no change (see Figure 20). While local brands remain strong, some multinationals are taking steps to improve their performance. Among their approaches: focusing more on faster innovations and serving younger consumers shopping online. There are many reasons for the success of local brands. They have a better understanding of local demand and are faster at making and executing decisions. This allows them to adapt quickly to new trends. Also, they benefit from a higher historical penetration in the lower-tier cities, where premiumization has started to take off.",
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      "text": "Similar to the results of our 2016 survey, FMCG value growth in China does not vary much by city tiers. Across all tiers, the growth rate is converging toward 4%–5%. Instead, variations take place at the province level. The southwest and central provinces continue to outperform the coastal provinces as industries shift inland, spurring a mass migration.",
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