The year-end period is often seen as the golden season for FMCG. i-Panel data from 6,000+ consumers across five key cities shows a clear shift in self-spending from Q3 to Q4, revealing distinct responses across the 15–19, 20–29, and 30–39 age groups.
𝐀𝐠𝐞𝐬 𝟏𝟓–𝟏𝟗: 𝐌𝐚𝐱𝐢𝐦𝐮𝐦 𝐬𝐞𝐥𝐟-𝐢𝐧𝐝𝐮𝐥𝐠𝐞𝐧𝐜𝐞
For this group, the year-end shopping wave acts as a strong trigger for personal spending:
– Spending surge: Average spending jumps by 78%, driven by both higher purchase frequency (+21%) and a significantly larger basket size (+48%).
– Socializing and appearance come first: The share of spending on alcoholic beverages rises sharply from 4.15% to 24.66%. Skincare also grows from 9.72% to 12.41%.
👉 Their response is emotional and direct, with more gatherings, greater focus on appearance, and a stronger willingness to spend on themselves.
𝐀𝐠𝐞𝐬 𝟐𝟎–𝟐𝟗: 𝐑𝐞𝐬𝐩𝐨𝐧𝐬𝐢𝐛𝐢𝐥𝐢𝐭𝐲 𝐛𝐞𝐠𝐢𝐧𝐬 𝐭𝐨 𝐬𝐡𝐚𝐩𝐞 𝐫𝐞𝐬𝐭𝐫𝐚𝐢𝐧𝐭
In contrast to the youngest group, consumers aged 20–29 show signs of pulling back on personal spending:
– Reduced shopping momentum: Average spending falls 15%, mainly driven by an 18% drop in purchase frequency. A slight lift in basket value (+3%) is not enough to offset fewer trips.
– Reallocation instead of expansion: Rather than spending more, they shift budgets across categories. Dairy’s share drops notably (17.35% → 11.72%), making room for Snack & Confectionery and Fresh foods.
👉 Early-career work and financial pressures are likely driving more cautious, controlled personal spending.
𝐀𝐠𝐞𝐬 𝟑𝟎–𝟑𝟗: 𝐒𝐭𝐚𝐛𝐢𝐥𝐢𝐭𝐲 𝐰𝐢𝐭𝐡𝐢𝐧 𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞
This group maintains a remarkably steady and controlled spending pattern despite the festive push:
– Planned purchasing: Purchase frequency decreases by 13%, but basket size grows significantly by 33%, resulting in a 15% increase in average spending.
– Focus on lasting value: Spending continues to center around essential categories such as fresh foods (14.71%) and dairy (15.12%).
👉 There is little sign of impulsive seasonal splurging, as the festive period leans more toward household needs than personal indulgence.
Year-end pressure highlights clear differences across life stages: 15–19 expand spending on impulse, 20–29 adjust as responsibilities grow, and 30–39 stay structured with more planned purchases. For brands, understanding these distinct pressures enables more targeted activations over broad, one-size-fits-all promotions.
💡i-Panel will continue tracking and sharing what the data reveals. Stay tuned.
iPanelInsights FMCGTrends ShopperBehavior
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