Domestic brands outperforming international competition

Local brands are leading the growth of China's fast-moving consumer goods sector, as their higher penetration and stronger volume growth rates outperform international players' average, a recent report found.

While claiming just 6 percent of the overall FMCG market share, 46 "insurgent" local brands delivered nearly 20 percent of the value growth in their sub-categories between 2015 and 2017, according to joint research on Chinese consumers by Kantar Worldpanel and Bain and Co.

"These insurgents demonstrate an entrepreneurial mission, Chinese consumer-focused innovations, and more speed and agile operating models, which are giving them an advantage in this everchanging market," said Bruno Lannes, a partner in Bain's consumer products practice in China, and co-author of the report.