RetailX：2026年快消品市场线下与电商渠道洞察报告（英文版）（61页）.pdf

1、FMCGInstore and ecommerce report 2026In partnership withMAY 2026RXSPG26RPretailx.events2|RetailX|May 2026RXSPG26RP 2026 FMCG INSTORE AND ECOMMERCE REPORT 2026|INTRODUCTIONIntroductionFor decades,success in FMCG has largely been determined by scale,distribution and dominance of physical shelf space.E

2、commerce shifted part of that battle online,creating new opportunities around digital visibility and direct consumer engagement.Today,however,the market has become significantly more complex.Consumers move fluidly between stores,marketplaces,social media,streaming platforms,rapid delivery apps and i

3、ncreasingly AI-driven interfaces,creating a connected commerce environment in which every touchpoint has the potential to influence purchase behaviour.Economic pressure,inflation and macroeconomic uncertainty are reshaping purchasing habits,creating a market where value and premiumisation coexist.Co

4、nsumers are more intentional in how they spend,balancing affordability with“treatonomics”small indulgences during periods of financial constraint.At the same time,health and wellness trends,changing attitudes towards sustainability and the emergence of GLP-1 weight-loss drugs are influencing not jus

5、t what consumers buy,but how much they consume.These changing behaviours are forcing FMCG brands and retailers to rethink their operating models.Reformulation,portion control,premiumisation and functional products are increasingly central to growth,while regulation is reshaping product development,m

6、erchandising and marketing.The industry is moving away from a traditional volume-led growth model towards one focused more heavily on value,relevance and engagement.ContentsMarket overview 03Consumer habits 11COMPANY PROFILE Nestle 22COMPANY PROFILE Unilever 23COMPANY PROFILE Iceland 24Connected com