Warc, 15 May 2014
BEIJING: Local FMCG brands are growing almost twice as fast
as global ones and account for the majority of shoppers' purchase decisions
according to new research.
The Kantar Worldpanel's Brand Footprint study ranked the
most chosen FMCG brands across over 200 FMCG categories across the beverages,
food, health and beauty, homecare, alcoholic drinks, confectionery and nappies
sectors. The rankings were based on its own metric of Consumer Reach Points, a
combination of brand penetration and purchase frequency.
Globally, Coca-Cola, Colgate and Nescafe led the way as the
most chosen brands, with Colgate taking the top spot in Asia.
The study noted, however, that while local brands generally
accounted for 60% of consumer reach points, that figure rose to 69% in Asia and
to over 75% in China.
Further, Asian brands had grown their reach by 3.1% in the
last year compared to global brand growth of 2.6%. In China local brand growth
was fastest, as their reach increased by 7.3%, compared to 5.9% for global
brands operating in that country.
The top ten most chosen brands in China were all Chinese,
headed by Master Kong, the food and beverage maker. Dairy brands Yili and
Mengniu took second and third, followed by Want Want, another food and beverage
brand, while beverage leader Wahaha completed the top five.
Jason Yu, general manager of Kantar Worldpanel China, said
that the responsiveness to fast-changing consumer trends across China had been
critical to the success of these brands. "They continue to grow by solving
functional needs while bringing significance, and a little luxury, to people's
lives beyond mere consumption," he told China Daily.
Foreign brands in China ranked below 20th place and Yu noted
that they tended to have a different approach to branding.
Where domestic names had a strong parental brand, covering
all product lines and sectors and so creating strong brand penetration and wide
coverage, international business preferred to adopt a multi-brand strategy and
avoid one brand representing everything.
Within the wider Asian region, Campaign Asia-Pacific noted
that some international brands had shown "tremendous growth",
including P&G's Downy fabric softener which had increased its consumer
reach points score by 40%.
Other strong performers were Sunlight soap (+23%), dairy
brand Yakult (+19%) and cleaning product Vim (+15%).
Data sourced from China Daily. Campaign Asia-Pacific;
additional content by Warc staff
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