In Sectors

Chinese brands outshine global

Chinese FMCG brands account for three quarters of shopper decisions, according to a new study, making it the market most disposed to local brands in the world.

The 2016 Brand Footprint report from Kantar Worldpanel calculates the strength of brands in the food, beverage, health and beauty and homecare sectors in 44 countries around the world, using Consumer Reach Points (CRP) which measure how many households are buying a brand (its penetration) and how often (the number of times shoppers acquire the brand).

In China, local brands occupied the top ten “most-chosen” spots, with dairy brand Yili taking top place. By Kantar Worldpanel’s reckoning, its products have been chosen by 88.5% of the population on average 7.8 times a year, generating a CRP total of 1,109m.

The report noted how Yili’s marketing department had leveraged an extensive product portfolio to build mental availability and drive growth, using celebrity brand ambassadors and sponsoring popular reality TV shows.

The pattern is not limited to China, as, globally, local FMCG brands grew almost twice as fast as their multinational rivals in 2015 – at 6.2% compared to 3.4%.


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