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2017 Brand Footprint report

Jason Yu

Greater China General Manager

Brands 12.06.2017 / 11:10

CRP 2 col

Chinese brands dominate top 10 ranking, as well as contributing nine out of top 10 fastest rising brands.

The fifth annual Brand Footprint report from Kantar Worldpanel looks at which brands are being bought by the most Chinese consumers the most often.  The report is based on research from 73% of the global population; a total of 1 billion households in 43 markets across five continents—covering 75% of the global GDP.

The latest China ranking has revealed that Chinese brands dominated the top 10 most chosen brands’ list and also have taken up 9 out of 10 places for fastest growing brands. Yili (伊利) continue to top the list, followed by Mengniu (蒙牛) moving up by one place from last year. While 2016 was a difficult for FMCG industry as a whole, both brands maintained their ability to touch shoppers’ lives day in and day out over 1 billion times.

2017 Brand Footprint In China 600 Px 

Xin Xiangyin (心相印), a paper brand under Hengan Group, expanded its consumer reach considerably through adjusting its product lines.  It made the list of the top 10 brands for the first time with 358 million consumer reach points last year.  In 2016, 58.6% of urban families in China bought the brand for 3.7 times on average.

Jason Yu, General Manager of Kantar Worldpanel China, comments: “It has been a challenging year for FMCG brands in China.  However, the combining factors of economic slowdown, uneven growth and demand for trading up have forced brands to adapt their strategies to the new reality in order to keep pace with the fast changing consumer behaviour. 

“Consumers today want a lifestyle increasingly driven by health, convenience and pleasure,” Jason added. “Brands will have to radically innovate in their product offer, communication and selling strategies and take a real consumer-centric approach to respond to those changes.”

Brands on the rise

There was significant change to the list of the top 10 fastest rising brands.  Nongfu Spring (农夫山泉), Luhua (鲁花), Lee Kum Kee (李锦记), Chaoneng (超能) and Lay’s (乐事) all made to the top of the league for the first time. Nongfu Spring was the fastest growing brand with consumer reach point up by 43% year on year, thanks to its new innovation to expand shopper base. Luhua not only joined the club of top 50 for the first time, but also became one of the top 10 fast rising brands, with 19% increase in consumer reaches year on year.

2017 Fast Rising Brand Footprints In China

 

Global Highlights

Kantar Worldpanel’s analysis also shows that, with developed markets barely growing, emerging countries were responsible for all of the FMCG value growth in 2016, adding US$34 billion to the global industry throughout the year.

• Coca-Cola remains the world’s most chosen brand for the fifth year running

• Colgate is the second most chosen brand in the ranking and is the only brand chosen by more than 50% of the global population

• Dettol is the fastest rising brand in the ranking, breaking into the Top 50 for the first time

• Sunsilk is new in the Top 10 with a 12% rise in Consumer Reach Points

• Emerging markets account for 51% of FMCG spend

• Local brands account for 72% of FMCG market growth in 2016

Kantar Worldpanel’s Brand Footprint Ranking reveals the strength of brands in 43 markets around the world, across the food, beverage, health and beauty and homecare sectors. It uses an insightful metric called Consumer Reach Points which measures how many households around the world are buying a brand (its penetration) and how often (the number of times shoppers acquire the brand).

This unique calculation of penetration and frequency helps FMCG manufacturers to clearly understand their reach within China and globally in terms of actual basket reach and provides a vital guide on which regions present the biggest opportunities.

Source: Kantar Worldpanel

Editor's notes

* Kantar Worldpanel China continuously measures household purchases over 100 product categories including cosmetics, food and beverages and the toiletry/household sector. Its national urban panel covers 20 provinces and four municipality cities (Beijing, Tianjin, Shanghai and Chongqing);

* 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 http://www.brandfootprint-ranking.com

* To reach the author, or to know more information, data and analysis of FMCG market in China, please contact us.

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