Kantar, Worldpanel Division Asia reveals top most chosen FMCG brands across Asia
TAIPEI,June 12,2019 --Asia Brand Footprintreports top FMCG brands ranking in terms of consumer reach points (CRPs)* specifically in 7 Asian markets-- China mainland,Indonesia,Korea,Malaysia,Philippines,Taiwan and Vietnam.
(*) Brand Footprint 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 (frequency),it provides a true representation of shopper choice.
An innovative metric that provides a true representation of shopper choice.
Recipe for Brand Growth in Asia
In Asia,over the last decade or so,consumer trends and focuses have shifted to reflect the following three needs around health and safety,convenience and happiness.
Asian consumers are becoming more cautious of their purchasing choices in terms of their health benefits and the concept of health and safety is evolving at stages defined by consumers in accordance to their lifestyle and life stage needs.
For instance,in top tier or urban cities in Asia,consumers are usually looking for non-additive,high quality,organic or plant-based ingredients etc in foods or beverages they consume or personal care and even household products. An increasing number of millennial and centennial consumers are also looking at the origins or source of the ingredients and products from either an environmental sustainability or personal anti-ageing perspective while the silver or ageing population are looking at whether these products will help with life preservation or to boost immunity to diseases commonly associated with old age.
Consumers also value convenience. Younger people demand for easy to use,purposeful products and packaging that can accommodate their needs,and channels which give them the fastest and easiest access to these products. Across the region,instant foods like snacks,cereal,rice soup or convenient cooking aids like sauces and meal maker,etc. are the products achieving growth when time becomes more precious than money. In terms of channel,thanks to the development of technology and the increase of internet usage across the region,the line between online and offline is getting blurred. Through online,shoppers get easier access to various products with flourishing information and they can also purchase them with just one click anytime,anywhere,which provides greater convenience. As such,many brands are now moving to online and expanding their digital presence to be able to meet consumers wherever they are and whenever they want.
Lastly,oftentimes,shopping is about satisfaction and instant gratification. Thus,consumers are looking for a "feel-good" mentality when they consciously choose one brand over the other. Brands need to cater to their varying needs that arise from different occasions and purposes and give them a compelling reason to choose their products over their competitor's.
Consumer trends and focuses have shifted to reflect these three needs around health and safety,convenience,and happiness.
Marcy Kou,CEO Worldpanel Division Asia,Kantar
,said: "Consumers are becoming more discerning,informed and well-travelled. 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."
Top 5 most chosen FMCG brands in each local 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
Source: Kantar's Asia Brand Footprint 2019 report
Yili,the number No.1 dairy brand in China mainland,ranked the 1st place in total FMCG market. 9 out of 10 Chinese mainlandurbanhouseholds bought Yili last year. Yili secured its position by meeting the consumer demands of convenience and health. Mengniu,another dairy brand in China mainland took the 2nd place. Master Kong,instant-food products and beverages brand ranked the 3rd,roughly 850 million times being chosen by nearly 80% of urban households across the market in 2018. Haday,the leading brand in seasoning market and Want Want,the largest maker of rice crackers and flavored milk in China mainland ranked the4th and the 5th respectively.
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
1,241
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
Source: Kantar's Asia Brand Footprint 2019 report
Indomie,Indonesia's iconicinstant noodle brand,offering a rich amount of flavor variationswhile staying relevantto Indonesian consumers ranked 1st in Indonesia for the 7thconsecutiveyear,winning 97.5% penetration in 2018. Its CRP and frequency are significantly higher compared to the other top 5 brands. Another instant noodle brand,Mie Sedaap,secured the 5th position. The most chosenhomecare brand in Indonesia-- SoKlin managed to attain the 2nd place in the ranking. Taking the 3rd position is Kapal Api,the most chosen beverage brand as they havebeenpresent in roughly 8 out of 10 (83.3%) households. Finally,Unilever Indonesia's food additive brand Royco managed to securethe 4th position.
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
Source: Kantar's Asia Brand Footprint 2019 report
In Korea,the most chosen food brand Ottogi secured its 1st place in Korea total FMCG market with absolute high penetration (99.2%),nearly all households picked up from the shelves at least once last year. Including Ottogi,top-ranked food brands grew through activelyreinforcing the HMR product line and online investments-- Dongwon,the F&B brand ranked the 4th place and CJ's cooking ingredient brand Beksol ranked the 5th place. SeoulMilk which ranked the 3rd place,strengthened its brand communication initiatives 52.1% penetration picked up from the shelves 81.6 million times last year. Namyang Dairy Products' Masinnen Milk secured its position as a number one brand in dairy market and took 2nd place in total FMCG market.
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
Source: Kantar's Asia Brand Footprint 2019 report
Maggi took 1st place mainly by establishing more occasions than previous year. Almost 9 in 10 Peninsular Malaysians had picked up the Maggi brand and chosen it for 43 million times. Ranked at No. 2 is Nestle's Milo,an all-time Peninsular Malaysian favorite beverage-- despite having a much smaller range of product than Maggi,85% of Peninsular Malaysian households had picked up the brand,racking up 34 million occasions. Malaysia's leading dairy and beverage company Marigold and Dutch Lady pulled a close tie at 3rd and 4th respectively. Marigold had more penetration but in terms of frequency,Dutch Lady made up for the smaller base with a higher hit rate. Ayam,the Malaysian favorite canned food brand,went through a difficult time previous year,but regained trust from their existing users in 2018,picking up more occasions and ranked in top 5.
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
Nescafe
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
Source: Kantar's Asia Brand Footprint 2019 report
Lucky Me,a local noodle brand,has emerged on top for the 4th consecutive year. It reached 812 million times in CRPs and nearly all of households (97.7%) have chosen the brand from shelves in 2018. Philippines remains a coffee-loving nation with twocoffee brands in the top 5. Nescafe secured its 2ndplace through persistent distribution and promotionalefforts. Meanwhile,Kopiko has climbed to 5th place,inchingits way up from 9th place last year. Surf,the detergent brand managedto hold its 3rd place through playing in diverse sub-categories under home care. 88.5% of consumers have at least once purchased the product last year.
SilverSwan has been a staplecondiment in the Philippine kitchen and ranked the 4th place in total FMCG market.
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
Source: Kantar's Asia Brand Footprint 2019 report
In Taiwan,dairy products demonstrated a higher growth,driven by fresh milk and milk tea products. The winner was I Mei. I Mei's fresh milk played well and it also actively launched new beverages in the market. About 9 out of 10 (91.0%) households have chosen the brand last year. Kuang Chuan,famous for its brand Tea Time,was picked up from the shelves 9 time per households in average last year. It ranked the 2nd place. Fresh Delight and Wei Chuan Lin Feng Yin showed healthy growth and ranked the 3rd and 4th respectively. Uni-President,well known RTD tea drinks company which also supply instant noodle retained the 5th position in total market,reaching 30 million times in CRPs.
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
Source: Kantar's Asia Brand Footprint 2019 report
Out of the top 5,two brands belong tothe Vinamilk dairy manufacturer,including Vinamilk and NgoiSao Phuong Nam.Vinamilk is the most chosen brand in both urban (four key cities) andrural Vietnam. Ngoi Sao Phuong Nam was bought 11 million times by 47% of households in Urban (four key cities). Hao Hao,an instant noodle brand that is highly popular across the market,gained the 2nd place by tapping into the rising need for convenience through launching Hao Hao Handy (cup noodle). Fish sauce brand Nam Ngu took the 3rd place-- 68% of households picked up its products from the shelves 14 million times. Milo is the core brand for Nestle Vietnam and ranked the 5th most chosen brand in total FMCG market in Urban Vietnam (four key cities).
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.
Kantar's Top ranking of the most chosen FMCG brands in Asian markets 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.
Methodology and scope
This year's ranking analysed more than 21,400 brands and 72% of the global populationin 49 countries across five continents,in the 12 months to November 2018.
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.
About Kantar
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