- NIQ, 2024 소비자 전망 조사 발표 > 뉴스 - 스타트업 커뮤니티 씬디스
- 한국 소비자, 경기 침체 체감도 높아… 생필품·헬스케어 제품은 소비 유지국내 소비자 13% ‘경기 더 좋아졌다’ 응답… 아태 지역 평균 38%보…, 스타트업에 종사하시는 여러분들의 놀이터 씬디스는 스타트업 커뮤니티 입니다.
South Korean consumers are increasingly feeling the pinch of the economic downturn, but their spending on essential goods and healthcare products remains steady.
Only 13% of domestic consumers responded that the economy has improved, significantly lower than the Asia-Pacific average of 38%.
South Korean consumers perceive the economic downturn more acutely than the Asia-Pacific average.
In the ‘NIQ 2024 Consumer Outlook Survey’ by global consumer intelligence company NIQ (NielsenIQ) Korea, 39% of local consumers responded that the economic situation has worsened compared to last year. Only 13% responded that it has improved. This contrasts with the Asia-Pacific average, where 30% of respondents said the economy has worsened and 38% said it has improved.
This survey, conducted to assess changes in perceived economic conditions and projected consumer spending across various countries, was carried out by NIQ Korea over two months, from December 2023 to January 2024, involving over 5,400 consumers in seven Asia-Pacific countries (South Korea, Australia, China, India, Indonesia, Singapore, and Thailand). When asked about the overall outlook for 2024, 52% of Asia-Pacific consumers anticipated an improvement in economic conditions compared to the previous year. In contrast, only 24% of South Korean consumers expressed optimism about economic growth. In South Korea, the highest percentage of respondents (44%) believed that the economic situation in 2024 would remain the same as the previous year.
There were also differences between South Korean consumers and the overall Asia-Pacific consumer base when asked about their biggest concerns for 2024. Both the Asia-Pacific average (33%) and South Korea (37%) identified ‘rising food prices (1st)’ and ‘economic recession (2nd)’ as their primary concerns. However, South Korean consumers showed greater sensitivity to issues affecting their daily lives, such as ‘wellness and personal happiness (5th, 14%)’ and ‘job security (6th, 13%)’, rather than global risks like inter-state conflicts and tensions.
Regarding planned spending across different categories compared to the previous year, both the Asia-Pacific region and South Korean consumers indicated a tendency to reduce dining out and increase household spending and savings. However, while the Asia-Pacific market showed an increase or maintenance of spending across 9 out of 22 categories, South Korea only showed this for 3 categories: essential goods, savings/investments, and healthcare. This suggests that the impact of the economic downturn on consumer spending is more pronounced in South Korea.
Kim Na-young, Managing Director of NIQ Korea, stated, “South Korean consumers, who are highly sensitive to the economic slowdown, are adopting a more conservative approach to spending compared to the Asia-Pacific average. However, they have indicated that they will maintain their existing spending levels on essential goods and healthcare products.” She added, “Companies need to closely monitor these complex changes in consumer purchasing behavior in response to the economic downturn and seek opportunities amidst the challenges.”
Website: https://nielseniq.com/global/en/
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NIQ PR Agency
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Soobin Kim
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