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Chinese customers prove loyal to domestic daily consumer goods

By WANG ZHUOQIONG | | Updated: 2017-06-01 16:23

Chinese brands are dominating the fast moving consumer goods industry.

According to the fifth annual Brand Footprint report from Kantar Worldpanel, Chinese brands have claimed 9 out of 10 places for fastest growing brands, with Yili retaining top spot. Mengniu moved up one place to second.

While 2016 was a difficult year for the fast-moving consumer goods industry as a whole, both brands maintained their ability to touch shoppers' lives more than 1 billion times, according to the report.

There was significant change among the top 10 fastest rising brands. Nongfu Spring, Luhua, Lee Kum Kee, Chaoneng and Lay's all made it onto the list for the first time.

Nongfu Spring was the fastest growing brand with its consumer reach point up 43 percent year-on-year, thanks to its innovative methods to expand its shopper base.

The report is based on research from 73 percent of the global population - a total of one billion households in 43 markets across five continents, covering 75 percent of global GDP.

General Manager of Kantar Worldpanel China, Jason Yu, said last year has been a challenging year for fast-moving consumer brands in China. Consumers today want a lifestyle increasingly driven by health, convenience and pleasure, he said.

"Brands will have to radically innovate in their product offering, communication and selling strategies and take a real consumer-centric approach to respond to those changes," Yu said.

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