Insights

The first Asia’s most chosen FMCG brands ranking is out

10/06/2019

The ranking includes China Mainland, Indonesia, South Korea, Malaysia, Philippines, Taiwan and Vietnam

Yili, Indomie, Ottogi, Maggi, Lucky Me, I Mei and Vinamilk are this year’s most chosen brand in each individual market respectively

Alongside the publication of the seventh Global Brand Footprint report, we have newly launched Asia Brand Footprint report specifically focusing on Asian markets – China mainland, Indonesia, South Korea, Malaysia, Philippines, Taiwan and Vietnam.

Within the 1^st Asia edition, we reveal the top brands being chosen the most by consumers in the whole region as well as in each market across five sectors: Beverage, Food, Dairy & Dairy Substitutes, Health & Beauty, and Home Care.

Top 5 most chosen brands in each individual Asian market

China Mainland Top 5

Rank	Brand	Purchase acts (consumer reach points in millions)	Households buying at least once (penetration)	Choices by consumer (frequency)
1	Yili	1275	90.9	7.5
2	Mengniu	1053	88.1	6.5
3	Master Kong	850	80.8	5.6
4	Haday	520	73.3	4.0
5	Want Want	453	64.9	3.7

Indonesia Urban Top 5

Rank	Brand	Purchase acts (consumer reach points in millions)	Households buying at least once (penetration)	Choices by consumer (frequency)
1	Indomie	1241	97.5	42.9
2	So Klin	771	94.7	27.4
3	Kapal Api	673	83.3	27.2
4	Royco	618	85.0	24.5
5	Mie Sedaap	581	87.1	22.5

South Korea Top 5

Rank	Brand	Purchase acts (consumer reach points in millions)	Households buying at least once (penetration)	Choices by consumer (frequency)
1	Ottogi	95.2	99.2	5.5
2	Masinnen Milk	81.7	90.7	8.2
3	Seoul Milk	81.6	52.1	7.4
4	DONGWON	71.5	57.4	4.4
5	Beksol	65.2	85.4	4.0

Malaysia Top 5

Rank	Brand	Purchase acts (consumer reach points in millions)	Households buying at least once (penetration)	Choices by consumer (frequency)
1	Maggi	43	86.2	8.5
2	Milo	34	84.8	7.0
3	Marigold	21	65.1	5.5
4	Dutch Lady	21	58.2	6.1
5	Ayam	18	58.2	5.3

Philippines Top 5

Rank	Brand	Purchase acts (consumer reach points in millions)	Households buying at least once (penetration)	Choices by consumer (frequency)
1	Lucky Me	812	97.7	35.8
2	Nescafé	660	84.2	33.7
3	Surf	545	88.5	26.5
4	Silver Swan	486	80.2	26.1
5	Kopiko	476	72.0	28.4

Taiwan Top 5

Rank	Brand	Purchase acts (consumer reach points in millions)	Households buying at least once (penetration)	Choices by consumer (frequency)
1	I Mei	83	91	10.8
2	Kuang Chuan	59	77	9.0
3	Fresh Delight	45	69	7.7
4	Wei Chuan Lin Feng Yin	32	42	8.9
5	Uni-President	30	71	5.0

Vietnam Urban 4 Key Cities Top 5

Rank	Brand	Purchase acts (consumer reach points m)	Households buying at least once (penetration)	Choices by consumer (frequency)
1	Vinamilk	49	91.9	19.4
2	Hao Hao	18	75.6	8.5
3	Nam Ngu	14	68.3	7.6
4	Ngoi Sao Phuong Nam	11	46.6	8.5
5	Milo	11	49.7	8.0

Asia though is diverse and fragmented with different cultures and consumer behaviors, the growth levers are brought together in a few common themes centred around the consumers’ fast-changing needs. To help brands look into the recipe for brand growth, we examine real case studies with their successful stories as well as conduct executive interviews with their leaders to see how these brands found growth.

Marcy Kou, CEO Worldpanel Division Asia, Kantar, said: “Consumers are becoming more discerning, informed and well-traveled. As a result, they are exposed to more options, ideas, products, and perspectives. All this influences, shapes and changes their perception and demands to where making a purchase is not just about a product, but what else the brand offers, including a complete shopping experience for them as consumers.”

Download the report through the link in the right to find out how brands in Asia and in each local market have managed to be picked off the shelves most often and explore Vietnam's most chosen FMCG brands as well as their recipe for success here!

NOTES TO EDITORS

Brand Footprint: the study
Kantar’s annual Brand Footprint study is based on research from 72% of the global population; a total of one billion households in 49 countries across five continents—covering 85% of the global GDP. As part of the study, Worldpanel tracks more than 21,400 brands across beverages, food, dairy, health and beauty and homecare, in the 12 months to November 2018.

Kantar’s Top ranking of the most chosen FMCG brands in each local market reveals which brands are achieving success, providing insights to help FMCG brands set targets more accurately and improve their business growth. It is set apart from other brand rankings by providing information on real consumer behaviour rather than attitude. Consumer Reach Points (CRPs) form the basis of the ranking. An innovative metric that measures how many households around the world are buying a brand (penetration) and how often (consumer choice), it provides a true representation of shopper choice.

To access the full global, regional, country and sector rankings and a complete index of the brands, please visit www.kantarworldpanel.com/brandfootprint.

Credits
The Brand Footprint publication is a Kantar initiative, and the ranking is created in collaboration with GfK in Austria, Belgium, Czech Republic, Denmark, Germany, Hungary, Italy, Poland, Russia, Slovakia, South Africa and Sweden, with IRI in the US, with Intage in Japan and with CTR in China.

Penetration: % of households buying the brand at least once

Consumer Reach Points (CRP) are Kantar’s measure to rank the most successful brands by the number of times they are chosen by consumers throughout the year.