News Centre
Kantar Worldpanel -

Yili continues to be the most chosen brand in China



Yili continues to be the most chosen brand in China

Yili continues to be the most chosen brand in China

Kantar Worldpanel has launched 2018 Global Brand Footprint report today, which looks at which brands are being bought by the most consumers the most often.  In the past one year, there are 17 global FMCG brands that are chosen by consumers more than one billion times a year across all markets. Coca-Cola is the world’s most chosen brand and is picked from the shelves 5.8 billion times in a year. 

The latest China ranking has revealed that Chinese brands dominated the Top 10 most chosen brands’ list. Yili continues to top the list and managed to grow its Consumer Reach Points (CRPs) 2 by 6%, Mengniu and Master Kong maintained 2nd and 3rd rank. Yili and Mengniu are the only 2 brands that are chosen by Chinese consumers more than one billion times. 

Table 1. Most chosen brands in China

 Top 10.jpg

Access to the complete Top 50 ranking:

Nongfu Spring expanded its consumer reach thanks to the continuously investing in their new products with a re-launch of its “flavored vitamin water” and “Tea Pai”, which helped the brand to reach more young consumers. Now it made the list of the Top 10 brands for the first time with 335 million consumer reach points last year.  In 2017, 55.3% of urban families in China bought the brand for 3.5 times on average. 

The Brand Footprint ranking shows that most of the growing brands enlarged their shopper base. “In 2017, China FMCG market recovered and with it many of the leading brands struck back. The Brand Footprint ranking shows that a growth strategy based on winning new consumers is more effective than one that aims to enhance loyalty or purchase frequency. With further integration of online and offline channels, brands will have to build an omni-channel strategy to attract new consumers” said Jason Yu, Managing Director of Kantar Worldpanel Greater China.


Brands on the rise 

Among the 50 most chosen brands in China, Nongfu Spring was the one growing the most (+34%). There was significant change to the list of the top 10 fastest rising brands.  C&S, Yakult and Yili all made to the top of the league for the first time. Sanquan & Synear also re-entered the top 10 list again.  C&S not only joined the club of Top 50 for the first time, but also the first time in the Top 10 list of the fastest rising brands. Thanks to its product line expansion and large pack size strategy which met the greater consumer consumption demands.  Sanquan saw its consumer reach increase by 9%, thanks to its extensive product lines and campaigns highlighting the pleasure to be found in cooking.


Top 10 Fastest Rising FMCG Brands in China

 Top 10 rising.jpg 


Global Highlights

  • Coca-Cola remains the world’s most chosen brand—for the sixth year running
  • Colgate is the second most chosen brand in the ranking and is the only brand chosen by more than half of the global population—with 62% penetration globally
  • Maggi is the fastest-growing Top 50 brand with a global presence—with 14% growth in Consumer Reach Points (CRPs)
  • Local brands continued to steal share in 2017, taking 64.6% of all brand spend, versus global brands’ 35.4% share with every 0.1% gained now worth $500 million 





Brand Footprint: the study
Kantar Worldpanel’s annual Brand Footprint study is based on research from 73% of the global population; a total of one billion households in 43 countries across five continents—covering 75% of the global GDP. As part of the study, Kantar Worldpanel tracks more than 18,000 brands across beverages, food, dairy, health and beauty and homecare.


Brand Footprint: the Top 50 ranking
Kantar Worldpanel’s annual Top 50 ranking of the world’s most-chosen FMCG brands reveals which brands are achieving global success, providing insights to help FMCG brands set global targets more accurately and improve their global business growth.


It is set apart from other brand rankings by providing information on real consumer behaviour rather than attitude. Consumer Reach Points (CRPs) form the basis of the ranking. An innovative metric that measures how many households around the world are buying a brand (penetration) and how often (consumer choice), it provides a true representation of shopper choice.


To access the full global, regional, country and sector rankings and a complete index of the brands included in the Global Top 50, please visit


Methodology and scope
This year’s ranking analysed more than 18,000 brands and 1 billion households in 43 countries across five continents, in the 12 months to November 2017. 

Get in touch

Jason Yu
Managing Director, Greater China

Download the reportDownload the report


Print this page


Our website uses cookies to improve the user experience.By continuing to use this site you agree to our use of cookies. [Cookies policy]