Kantar Worldpanel has released its "2024 Brand Footprint Report" detailing the top 50 most chosen brands in China’s fast-moving consumer goods (FMCG) market. The report reveals key drivers of brand growth in the new market reality through an analysis of the performance of these leading brands.

The report uses Consumer Reach Points (CRPs) as a metric to identify the brands most chosen by consumers globally and those with the fastest growth.

Key Findings from the Report:

Top Brands: Yili, Mengniu, Master Kong, and Haitian remain the top four consumer choices, with Uni-President re-entering the top ten list.

New Entrant: Baixiang has made it into the top 50 for the first time, becoming the fastest-growing brand.

Consumer Preferences: In 2023, there was a notable shift in consumer purchasing preferences, with beverages accounting for six of the top ten categories for attracting new consumers.

Brand Growth: Reaching more consumers remains the cornerstone of brand gro...

Kantar Worldpanel, CTR's partner in China, has unveiled its eleventh annual Global Brand Footprint Report, ranking brands in China's rapidly changing consumer goods market for 2023.

The report uses a unique metric called Consumer Reach Points to disclose the most preferred and swiftly expanding brands in the global marketplace.

As per the report, in 2022, Yili, Mengniu, Master Kong, and Haitian remained at the forefront, demonstrating the substantial penetration of leading brands into Chinese households and their resilience in the face of market challenges.

These brands have fortified their connection with consumers by enhancing their strength, channel power, and product innovation.

In contrast, food brand Jinlongyu and lifestyle paper brand C&S broke into the top ten, with Vinda and C&S also securing spots among the fastest-growing brands in 2022.

Most of the brands listed as the fastest growing in 2022 sell essential products, illustrating shifts in consumer be...

The latest data from Kantar Worldpanel shows that there were 22 Fast Moving Consumer Goods (FMCG) companies reaching over 100 million urban Chinese households during the 52 weeks ending October 4, 2019, with P&G, Yili and Mengniu each attracting more than 160 million families.

Products from these three companies were bought by more than 90% of Chinese families over the past year. In terms of growth rate, YST Group, Haday and The Coca Cola Company are top three performers, posting the fastest gains in consumer base.
FMCG Companies Ranking by Consumer Base (million households)

Companies
Buyers

(Million Households)
YOY Growth %
Penetration

(%)

52 w/e 2018/10/05
52 w/e 2019/10/04
52 w/e 2019/10/04

P&G
162
166
2.1%
92.5

Yili
160
164
3.0%
91.7

Mengniu
157
162
2.7%
90.1

Master Kong
142
146
2.3%
81.3

Nestle
140
141
0.7%
78.9

Unilever
138
141
2.1%
78.6

Coca Cola
132
137
3.8%
76.5

Heng An
...