Colgate is the Most Chosen Brand in Asia

Kantar Worldpanel’s Brand Footprint study reveals the most chosen brands in Asia

Colgate is the Most Chosen Brand in Asia for the second year in Kantar Worldpanel’s Brand Footprint ranking. The oral care leader was chosen more than 2.1 billion times in the last year and shines brighter than any other brand with the deepest market penetration - more than 62% - in Asia. Colgate’s products are chosen by shoppers more than 6 times a year on average.

Colgate is also the world’s most chosen health and beauty brand and the only FMCG brand to reach more than half of the world’s households (with 63% penetration). The world’s favourite toothpaste grew its reach in Asia by 5% and is the most chosen global brand of its category in 18 countries including India, Thailand and Malaysia.

Colgate does need to pay attention to its closest competitor, Pepsodent, which moved from No.17 to No.11 in the Asian ranking and is growing nearly twice as fast as Colgate. This Unilever owned brand enjoyed overall growth in its global reach (Kantar Worldpanel’s Consumer Reach Points measure) by 8%, gaining 3.7 million households. It has been particularly successful in Indonesia and India where it gained 2.9 million new households.

For global food and drink brands however, achieving the same level of local domination in Asia is difficult. Local Asian brands in the Brand Footprint ranking grew at 3.1%, faster than the growth for global brands in the region (2.6%) and ahead of Latin America (1.2%). Globally, the world’s most chosen FMCG brands grew their footprint by 1.7%.

The 10 Most Chosen Brands in Asia revealed by Kantar Worldpanel’s Brand Footprint study are:

1. Colgate
2. Mi Sedaap
3. Indomie
4. Lifebuoy
5. Nescafé
6. Pantene
7. Kapal Api
8. Maggi
9. Surf
10. Lux

Local brands capture 69% of all brand choices in Asia and are growing faster than global brands in China, Philippines, Taiwan and Thailand. Such is the strength of local brands in Asia that six have achieved “billionaire” status: Master Kong, Yili and Mengniu in China, and Indonesia’s Mi Seddap, Indomie and Masako.

In China, foreign brands lost share in 15 out of 26 categories, notably in oral care, cosmetics and juice. As Chinese businesses become more market-oriented they are leveraging their extensive knowledge of consumers’ lives and acting boldly in response to local trends to establish a strong brand affinity. In India and Indonesia, the investment global brands are making is paying off and they are growing faster than their local competitors.

The Brand Footprint ranking reveals the brands that are being bought by more people, the most often in 35 countries around the world, across the food, beverage, health and beauty and homecare sectors. The report outlines the winning strategies that most successful global FMCG brands are employing as well as key global industry trends.

Other brand and category highlights for Asia in the Brand Footprint ranking include:

A Thirst for Premium – while shoppers in Europe and the USA remain cautious after a long period of economic gloom, Asian shoppers are spending more on premium products because they can and love to. FMCG brands have responded to the desire for premium and luxury products. Some brands are introducing more sophisticated formats such as Pepsodent Expert in India. Others are using gold packaging to give a product a premium and gift quality such as Lifebuoy’s Gold variant. Superior quality ingredients are also being used by brands such as Oishi, the authentic Japanese-style RTD green tea brand, while others such as Dove Elixir Hair Oil are adding steps to existing regimes. Premium variants in Asia can command double or triple the average price.

Desire for a healthier lifestyle – as global and Asian middle classes expand, consumers are more aware and have more money to spend on their health and wellbeing. Many food and drink brands in Asia are leveraging the consumer desire for a healthier lifestyle introducing products with added health benefits and functions. Priobiotic drinks brand Yakult for example (No 35 in Asian regional ranking) is now purchased by 59 million households in Asia. It offers products that contribute to good health at a price everyone can afford. In China where trust in the safety of products such as milk has been shaken, consumers are prepared to pay more for quality. Across Asia, with more than half of all men concerned about a lack of energy, brands like Milo (No.15), Energen (No.12) are growing their reach by offering an energy boost.

Cash-rich, time-poor consumers will pay for convenience – as more women join the global workforce and populations become urbanised, daily life is busier. With less time to shop and prepare and cook meals, food brands such as Maggi (No 8 in the Asian regional ranking and the most chosen food brand globally) and Mi Sedaap (No 2 in the Asian ranking) provide fast meal solutions with their instant noodles range.

Indonesia is a rising star - Indonesia is stepping out as a must-win market for the next wave of international growth. Indonesia’s economy will surpass Germany by 2030 and during the same period of time the country will bring 80 million new consumers.
Marcy Kou, Managing Director, Asia, Kantar Worldpanel says, “The brands in the Brand Footprint ranking are masters at making their brands matter to consumers. Their understanding of local traditions and culture across Asia – such as their attention to inner balance and outer beauty and love of good food - is critical to their success. They continue to grow by solving functional needs and making life easier while bringing significance, and a little luxury, to people’s lives beyond mere consumption.”