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Chinese consumer brands remain competitive in the home market

Chinese consumer brands continue to outperform their global counterparts as they dominate the top 10 places in the China part of a ranking, which tracks the frequency of branded products being purchased by consumers, a latest study shows.

Yili moved up one notch from a year ago to the first place, with its products have been chosen by 88.5 percent of the population and on average 7.8 times a year. It is a result of the brand’s continuous innovation of its premium dairy products, which has successfully expanded its consumer base in lower tier cities.

Master Kong and Mengniu occupied the second place and the third place respectively, followed by Want Want and Bright. Amongst the top 10 brands on the Chinese ranking, Bright and Hayday were the two brands that managed to increase their consumer touch points through geographic expansion and innovation.

With growth slowing down in the overall FMCG market and consumers trading up to more premium products, local brands are rapidly capitalizing on these trends and reshaping the competitive landscape, according to the annual brand footprint report by WPP's data investment arm Kantar.

Kantar Worldpanel’s brand footprint ranking tracks consumer brands including food, beverage, health and beauty and homecare, and measures how many and how often households around the world are buying a brand.

"With the slowdown in FMCG market growth and consumers trading up to more premium products, local brands are rapidly capitalizing on these trends and reshaping the competitive landscape," said general manager Jason Yu of Kantar Worldpanel China.

Coca Cola, P&G's Colgate and Unilever's Lifebuoy take the top three positions on the global ranking.


 

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