临近元旦，我们走访了上海、北京多家烟酒店及商超，就白酒终端价格、动销等进行了草根调研，并与前三次调研数据进行对比分析，供各位投资者参考。

食品饮料行业龙头公司具备长期稳健的ROE 水平，并且拥有长期超越行业平均盈利的能力，在不考虑极端情况下，龙头公司的“护城河”在短期内无法发生根本上的变化，但不断变化的是行业竞争的强度与维度，而这会影响到龙头公司的短期盈利与成长速度。

股市充满不确定性，如何从不确定中受益是我们每一位投资者需 要思考的问题，食品饮料行业大公司多、商业模式好、格局稳定，增长 确定性和可持续性强。在增长愈发不确定的市场有望持续受益。2019 年对食品饮料板块投资者而言又是丰收的一年，也是我们反思最多的一 年。我们首次提出了使用 2 套思维模型来解释股票的超预期，创造性的 提出并解释消费升级、降级与消费跳级并存的现象，明确指出系统的反 脆弱性具有较强的价值。站在当下，如何看待估值水平趋于合理的行业 龙头？如何挖掘成长股的机会？如何寻求具备改善预期的标的？本篇 策略报告带您理解我们的思维方式并掘金 2020 年食品饮料投资机会。

19 年食品饮料板块上涨 77%，跑赢沪深 300 板块 45pct，在申万一级 子行业中排名第一，其中白酒（+104%）表现优异。涨幅分解来看，食品 饮料 19 年 PE 较 18 年底提升 46%，预计 19 年净利增长 22%，两者共同作 用，年初至今股价上涨 77%。进入四季度以来，食品饮料板块上涨 3.2%， 跑输沪深 300 指数 3.0pct，在申万一级子行业中排名第 17。猜测 4Q19 食品饮料行情走弱，主要原因是前期超额收益过高，股价存在下行压力； 科技板块行情到来，资金分流明显。而子行业涨幅分化，更多是与上市公 司基本面与业绩预期的变化相关。

深刻理解消费品行业竞争格局是投资的关键。消费品股价上涨来自业绩驱动，而估值贡献收益弹性。必选消费品长期超额收益稳定，抗周期性强，个股自身经营周期是取得超额收益的关键。可选消费品超额收益更多来自行业周期，理解行业所处的周期是投资的核心点。消费品的生命周期划分为成长期、平台期、整合期、衰退期四个阶段，其中成长期、整合期为较好的投资阶段。成长期高增速高估值，但要警惕新品类成长期大幅缩短以及成长性下行带来估值大幅下杀。

变美是当代中青年无止境的追求，催生医美行业高速发展。行业经历了2010-2016 年的野蛮发展乱象丛生、2017-2018 年血雨腥风严厉整顿，目前在需求加速释放及行业规范发展下有望渐入佳境。本文深入分析医美行业现状、拆解产业链架构及价值分布，绘构行业全景；提出上游看技术壁垒、中游看外延扩张、下游看商业模式，建议关注各受益环节龙头企业。

根据商务部数据，从2006年到2016年十年间，零食行业总产值规模由4240.4亿元增长到22156.4亿元，增长幅度达422.5%，复合增长率达17.98%，预计到2020年，国内零食行业总产值将达到3万亿元高峰。

The global olives market has grown rapidly in recent years, majorly driven by a shift in the consumption pattern toward inclusion of olive oil in regular diet and influences for the usage of table olives from Mediterranean cuisine in the non-European countries. On contrary, the consumption has remained stable in the European Union, with the per capita consumption in Spain, Italy, Greece, and Portugal projected to grow steadily to 9.5 kgs by 2030, as reported by the European Commission.  In terms of production, erratic rainfall and cold waves, followed by olive fly infests have escalated the problems for olive growers in the major producing regions, while an alternate bearing cycle has been simultaneously witnessed in Italy. However, an increase in the global demand for olives is set to drive the overall olive production with the emerging producers, such as China and India, participating in the run with support from the respective governments and associations.

The global macadamia market is growing at a faster pace with the growing importance of healthy eating and consumers are more frequently choosing nuts as a healthy snack option and incorporating them into their daily diets. In addition, organic macadamia is also gaining popularity with increasing demand coming majorly from the European countries. The wide application of processed macadamia in different industrial segments, such as the food and beverage industry, and cosmetics and personal care industry, is also augmenting the growth of these nuts in the global market. Australia, Hawaii in the United States, and South Africa are the largest macadamia production regions in the world. Few other growing regions include Latin America and Asia-Pacific.

The natural flavor segment of the market studied was valued USD 5,274.6 million in 2018 and is projected to reach USD 7,490.6 million by 2024, registering a CAGR of 6.08% during the forecast period, 2019-2024.  The increasing concerns regarding side effects of the artificial flavor and stringent governmental laws against excessive natural flavor due to numerous health benefits and eco- friendly properties of natural ingredients flavor are projected to boost the natural flavor market over the forecast period. Natural fruit and vegetable extracts will remain the largest natural flavoring agents in the forecast period. Furthermore, increasing demand for foods with exotic or ethnic flavors is driving the demand for natural flavor blends. Growing consumer demand for food products with “clean” labels, as well as products that are free from additives, such as artificial flavors is also boosting the demand for natural flavor across the world.