FMCG sales growth this year is estimated to be at the lowest level since 2009, when it was 4.3 per cent, followed by an upward trend to 5.6 per cent in 2010 and 2011, 9.5 per cent in 2012 and 9.6 per cent in 2013. The growth began sharply declining last year, which posted 3.3 per cent.
Ellis believes that next year's growth in FMCG sales across the country should be around 1-2 per cent because economic growth and consumer sentiment will remain fragile. According to the company's survey of 4,000 households nationwide, consumers are more cautious about their purchases, focusing on necessary products for daily use. They are less likely to pay for premium products or non-essential ones like bird's nest beverages, premium toothpaste, premium infant and adult milk, and body scrubs.