2019 Asia brand footprint report is out
Kantar, Worldpanel Division Asia reveals the most chosen FMCG brands across Asia
Asia Brand Footprint reports the top FMCG brands ranking in terms of consumer reach points (CRPs)* specifically in 7 Asian markets –mainland China, Indonesia, Korea, Malaysia, Philippines, Taiwan and Vietnam.
China Mainland: For 4 consecutive years, Yili continues to be the most chosen brand. Coke is the most fast-growing brand in terms of CRP.
Brand Footprint 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 (frequency), it provides a true representation of shopper choice.
Recipe for Brand Growth in Asia
In Asia, over the last decade or so, consumer trends and focuses have shifted to reflect the following three needs around health and safety, convenience and happiness.
Asian consumers are becoming more cautious of their purchasing choices in terms of their health benefits and the concept of health and safety is evolving at stages defined by consumers in accordance to their lifestyle and life stage needs. For instance, in top tier or urban cities in Asia, consumers are usually looking for non-additive, high quality, organic or plant-based ingredients in foods or beverages they consume or personal care and even household products. An increasing number of millennial and centennial consumers are also looking at the origins or source of the ingredients. For example, consumers are now more actively choosing products which promote environmental sustainability, have personal anti-ageing benefits and, for the older consumers, products that will help with life preservation or to boost immunity to diseases commonly associated with old age.
Consumers also value convenience. Younger people demand easy to use, purposeful products and packaging that can accommodate their needs, as well as channels which give them the fastest and easiest access to these products. Across the region, instant foods, like snacks, cereal and rice soup, or convenient cooking aids, like sauces and meal makers, are the products achieving growth when time becomes more precious than money. In terms of channel, thanks to the development of technology and the increase of internet usage across the region, the line between online and offline is getting blurred. Through online shoppers get easier access to various products with large amounts of information and they can also purchase them with just one click anytime, anywhere, which provides even greater convenience. As such, many brands are now moving to online and expanding their digital presence to be able to meet consumers wherever they are and whenever they want.
Lastly, often time, shopping is about satisfaction and instant gratification thus consumers are looking for a “feel-good” mentality when they consciously choose one brand over the other. Brands need to cater to their varying needs that arise from different occasions and purposes and give them a compelling reason to choose their products over their competitor’s.
Marcy Kou, CEO Worldpanel Division Asia, Kantar, explained: “Afterall, growth and success are not just about making a big impact in the market but how to build a sustainable brand that can evolve through generations and changing consumer needs. With that, I hope you enjoy the inaugural issue of our Asia Brand Footprint and that you find the insights shared interesting and impactful.”
China Mainland Markets
In the past one-year, Chinese brands continue to dominate the Top 10 most chosen brands’ list. Yili and Mengniu are the only two brands that are chosen by consumers more than one billion times a year in China mainland. For 4 consecutive years, Yili continues to top the list and managed to grow its Consumer Reach Points (CRPs) by 5.1%, with penetration exceeding 90% for the first time. Mengniu and Master Kong maintained 2nd and 3rd rank. Haday, the leading brand in the seasoning market ranked 4th.
Top 10 most chosen FMCG brands in China
© 2019 CTR Co.Ltd Source: Kantar’s Asia Brand Footprint 2019 report
The Brand Footprint ranking shows that most of the growing brands enlarged their shopper base. “In China there is still significant headroom for most brands to grow by expanding into emerging categories, lower tier cities and new shopper occasions. In the new retail era, both Chinese brands and global brands have opportunities to grow if they constantly innovate to meet the changing expectations of Chinese shoppers. ” said Jason Yu, Managing Director of Kantar Worldpanel Greater China.
Brands on the rise
Among the 50 most chosen brands in China, there was significant change to the list of the top 10 fastest rising brands. Coca-Cola, Oreo and Liushen all made it to the top of the league for the first time. Coca-Cola was the one growing the fastest (+10%) thanks to the smaller sized packs which helping Coca-Cola expand to different occasions within home consumption. Meanwhile, Coke Zero and Fiber Plus are helping the brand to answer the 'healthy and indulgence' needs of buyers. C’estbon & Lee Kum Kee also re-entered the top 10 list again. For 3 consecutive years, Nongfu Spring, Taili, Luhua, Haday secured their seats in the top 10 list. Nongfu Spring achieved its strong CRP growth by meeting consumers’ upgrading needs “from tap water to packaged water” in home.
Top 10 fast growing FMCG brands in China
© 2019 CTR Co.Ltd Source: Kantar’s Asia Brand Footprint 2019 report
NOTES TO EDITORS
Brand Footprint: the study
Kantar Worldpanel’s annual Brand Footprint study is based on research from 72% of the global population; a total of one billion households in 49 countries across five continents—covering 85% of the global GDP. As part of the study, Worldpanel tracks more than 21,400 brands across beverages, food, dairy, health and beauty and homecare.
Kantar Worldpanel’s Top ranking of the most chosen FMCG brands in Asian markets reveals which brands are achieving success, providing insights to help FMCG brands set targets more accurately and improve their 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, please visit www.kantarworldpanel.com/brandfootprint.
Methodology and scope
This year’s ranking analysed more than 21,400 brands and 72% of the global population in 49 countries across five continents, in the 12 months to November 2018.
The Brand Footprint publication is the ranking created in collaboration with GfK in Austria, Belgium, Czech Republic, Denmark, Germany, Hungary, Italy, Poland, Russia, Slovakia, South Africa and Sweden, with IRI in the US, with Intage in Japan and with CTR in China.
Penetration: % of households buying the brand at least once
Consumer Reach Points (CRP) are Kantar’s measure to rank the most successful brands by the number of times they are chosen by consumers throughout the year.