Revival or just low base? FMCG volume sales grew 6% in July

While 7% growth in F&B pulled up the sector, the segmental growth was subdued between 2012 and 2016

The local fast-moving consumer goods (FMCG) market grew six per cent by volume in July, triggering hope of a revival in the sector that was struggling to grow. Data from consumer analytics firm Kantar Worldpanel, show that recent growth was aided by 12 per cent expansion of the rural FMCG market and seven per cent growth in overall foods and beverages (F&B) category. A detailed analysis of historical data, however, reveals that a low base may have played a key role in the recent uptick in the sale of chips, biscuits, shampoos, and soaps.

Between 2012 and 2016, overall F&B