Chinese brands dominate the Top 10 most chosen brands list again. Nongfu Spring posts the fastest growth and enters the Top 10 for the first time.
Kantar Worldpanel has launched Global Brand Footprint report 2018 recently, which looks at which brands are being bought by the most consumers the most often. In the past one year, 17 global FMCG brands were chosen by consumers more than 1 billion times across all markets, including Yili (伊利) and Mengniu (蒙牛) from China. Coca-Cola retains its title as the world’s most chosen brand and is picked from the shelves 5.8 billion times in a year.
Kantar Worldpanel’s annual Brand Footprint study is based on research from 73% of the global population; a total of 1 billion households in 43 countries across five continents—covering 75% of the global GDP. As part of the study, Kantar Worldpanel tracks more than 18,000 brands across beverages, food, dairy, health and beauty, and homecare. 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.
The latest China ranking has revealed that Chinese brands dominated the Top 10 most chosen brands’ list. Yili continues to top the list and managed to grow its Consumer Reach Points (CRPs) by 6% to hit 1.21 billion times, Mengniu and Master Kong (康师傅) maintained 2nd and 3rd rank.
Top 10 Most Chosen Brands in China by Brand Footprint
Nongfu Spring (农夫山泉) expanded its consumer reach thanks to the continuously investing in their new products with re-launches of its “flavored vitamin water” and “Tea Pai” beverage products, which helped the brand to reach more young consumers. Now it made the list of the Top 10 brands for the first time with 335 million consumer reach points last year. In 2017, 55.3% of urban families in China bought the brand for 3.5 times on average.
The Brand Footprint ranking shows that most of the growing brands enlarged their shopper base. In 2017, China FMCG market recovered and with it many of the leading brands struck back. The Brand Footprint ranking shows that a growth strategy based on winning new consumers is more effective than one that aims to enhance loyalty or purchase frequency. With further integration of online and offline channels, brands will have to build an omnichannel strategy to attract new consumers.
Brands on the rise
Among the 50 most chosen brands in China, Nongfu Spring was rising the fastest (+34%). The list of the top 10 fastest-rising brands changed significantly. C&S (洁柔), Yakult (养乐多) and Yili all elbowed into the list for the first time. Sanquan (三全) and Synear (思念) also re-entered the top 10 list. Thanks to its product line expansion and large pack size strategy, C&S not only joined the Top 50 club for the first time but also the Top 10 fastest rising brands for the first time as well. Sanquan saw its consumer reach increase by 9%, thanks to its extensive product lines and campaigns highlighting the pleasure of cooking.
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This post was originally published on Kantar.com.