4. Price-pack strategy matters for the middle and upper classes
The increase in spend among upper class shoppers during the festive season indicates a trend of organic growth that can be expected year after year. This group embraced modern trade channels as festive promotions were introduced, taking advantage of exclusive deals and product offerings. Biscuits with larger pack sizes become more attractive during the Ramadan season. These bulk packs provide better value for money, and cater to the increased demand for sharing and gifting. Cordials with a local flavour also gained in value.
Meanwhile, middle class shoppers increasingly sought promotions on online platforms such as Shopee and TikTok, on top of the conventional channels. These platforms offer convenient shopping options and attractive discounts, making them popular among middle-income consumers looking to maximise their budget. The shift towards online shopping also highlights the growing importance of e-commerce in the FMCG sector, particularly during the festive season.
