Meet the Local Winners

The most chosen brands
in each market

Chinese Mainland

Transformative Trends in China's FMCG Market

The Chinese FMCG market is transforming, with significant changes in shopper behaviour and brand preferences. In 2023, Chinese shoppers made 19.21 billion brand choices, a 5.1% increase from 2022. Beverages and health and beauty products have seen notable growth, with beverages dominating six of the top 10 categories for gaining the most new customers.

Despite the challenges faced by categories that thrived during the pandemic, there is a clear path to sustaining growth. Product innovation is the key to maintaining shopper loyalty, and 92% of growing brands have successfully attracted more buyers. Winning shopper decisions at every touchpoint requires anticipating trends, swiftly responding to demands, enhancing visibility, and establishing differentiation.

Taiwan

Shifting Consumer Behaviours in Post-COVID Taiwan

With the delayed impact of COVID-19 still hitting Taiwan in 2022, 2023 saw shifts in behaviour. Shoppers now have a more fragmented and active lifestyle, with an emphasis on social connections. This has manifested in a slowdown in in-home food and beverage spending, as out-of-home consumption and non-food are prioritised – though this is expected to stabilise in 2024. Increased travel has also influenced market choices, with shoppers taking a holistic approach to health and self-care, leading to ‘revenge pampering’.

Shopping frequency has reduced, with baskets getting larger, especially in Costco and across ecommerce channels. Successful brands in Taiwan must be proactive in adapting to the changing demographics of an ageing society with a lower birth rate. This requires a focus on both families and older shoppers with smaller households, to ensure that their products and marketing strategies are aligned with the evolving consumer base.

South Korea

Navigating Consumer Conservatism in Korea's FMCG Sector

2023 saw a shift from the exogenous impact of COVID-19 to more conservative consumer purchasing behaviour due to rising inflation. Major brands in the non-food sector in the FMCG market improved their Consumer Reach Points (CRPs) as outdoor activities increased. In contrast, the food industry experienced a slowdown in consumption as grocery shopping frequency declined, driven by more dining out and price increases.

The personal care and home care sectors grew with the rise in outdoor activities, but CRP growth was mainly seen in existing mass-market and low-price brands. High-ranking food brands showed a sluggish performance compared to the previous year due to inflation. In fact, continuous inflationary pressure since 2022 led to a drop in CRPs across Korea. Alongside an increase in the cost of raw materials, brands have faced challenges from the market polarisation and diversification evident in 2023 as the popularity of both premium and low-priced brands rose.

Indonesia

Recovery and Innovation in Indonesia's FMCG Industry

In 2023, the FMCG industry in Indonesia showed signs of recovery with gradual volume growth. A surge of new brands intensified competition, creating a challenging market landscape. Our Brand Footprint analysis of over 500 brands, from established names to emerging players, has uncovered that Indonesian consumers demonstrate a strong receptiveness to novelty, and a keen enthusiasm for innovation.

Younger shoppers have a more diverse brand repertoire than older consumers, highlighting an opportunity for brands to engage them by consistently introducing innovative products. Brands that stay relevant in shoppers' baskets can expand their buyer base and outpace competitors. Establishing a strong presence and delivering meaningful innovations are essential for accelerated growth. Enhancing value and addressing emerging needs within existing categories or expanding assortments can also be key drivers of growth.

Malaysia

Challenges and Innovations in Malaysia's FMCG Sector

The Malaysian FMCG sector continued to face challenges in 2023 as persistent inflation drove up the cost of living, impacting grocery prices and reducing purchase frequency and trip volume across categories. Many households prioritised essential items, cutting back on non-essential products.

Despite these tough times, some brands have managed to sustain and grow their footprint. This success is primarily due to increasing usage occasions, with brands innovating new reasons for households to use their products and integrate them more deeply into daily life. Enhanced targeted marketing campaigns have also allowed these brands to effectively reach their intended audience, meeting the specific needs and preferences of different consumer segments. In addition, understanding the retail environment through the shopper’s lens and improving efficiency and retail partnerships have ensured better product availability and visibility on shelves.

Philippines

Value-Focused Consumer Choices in the Philippines

As Filipinos recovered from the pandemic in 2023, they quickly faced accelerated inflation, prompting a need for value-focused choices in their brand repertoire and channel selections. Despite this, volume-led growth continued, particularly as inflation eased towards the end of 2023, offering encouraging signs for 2024.

In their quest for value, Filipino shoppers gravitated towards well-loved staple brands. Our annual Philippines Brand Footprint study highlights the top brand choices of Filipino homes, and the fastest-growing brands. These successful brands have increased their presence and found new spaces within which to meet shoppers' needs. The findings underscore the importance of attracting more buyers, as most of the fastest-growing brands in the Philippines leverage penetration as a key driver of growth.

Vietnam

Adaptation and Economic Realities in Vietnam

After a strong post-COVID performance in 2022, Vietnam's GDP growth slowed to 5.05% in 2023. Slower-than-expected recovery in demand from key trade partners including the US, EU, and China dented the manufacturing and export sectors, leading to job losses and increased financial concerns for households. Rising living costs and fears over income and job security fundamentally changed consumers’ spending priorities.

While inflation showed signs of abating towards the end of the year, prices did not decrease, prompting Vietnamese consumers to adopt a permanently price-conscious mindset. This shift resulted in a decline in in-home FMCG purchase volume by the end of 2023. Consumers adopted a value-driven shopping strategy, actively seeking deals and promotions to get the best value, even when indulging in occasional splurges.

India

Diverse Growth and Shifting Consumer Preferences in India

In 2023, India recorded a total of 115 billion consumer reach points (CRPs), marking a growth of nearly 6%. Similar to last year, India's 1 billion CRP club includes 28 brands. Three-quarters of these top brands have expanded their CRPs, showcasing Kantar’s Blueprint for Brand Growth in action. On the other hand, brands that did not grow their CRPs often lost ground as consumers diversified their purchases based on evolving needs.

Successful brands within India in 2024 have benefited from the overall growth of their respective categories, creating a more varied ranking that has expanded beyond the dominance of dairy brands seen in the past.

Bangladesh

Consumer Challenges and Brand Resilience in Bangladesh

Inflation in Bangladesh is steadily approaching double digits, impacting both rural and urban areas, albeit with a slower pace of growth in rural regions. Discretionary categories like home care and personal care are feeling the pinch more than essential sectors such as food and beverages.

Despite these challenges, brands including Sunsilk and Parachute have maintained their top spots in the Brand Footprint ranking year after year. However, biscuit and snacking giants like Olympic, Pran, and Fresh are gaining ground. Pran, in particular, has shown remarkable progress, expanding its presence into neighbouring countries.

Sri Lanka

Recovery and Adaptive Consumer Strategies in Sri Lanka

Following the economic turmoil of 2022, Sri Lanka is on the path to recovery, with inflation stabilising, tourism rebounding, and domestic debt restructuring completed in 2023. While consumers experienced temporary relief from economic pressures, ongoing crises have instilled austere shopping habits.

Modern shoppers prioritise value for money, which manifests in behaviour that ranges from seeking bargains to reducing spending on branded and non-essential products. In response, global giants and local enterprises have innovated to maintain and grow their buyer bases. Strategies such as launching smaller packs have increased purchase frequency, while smaller brands have gained traction by adopting similar tactics to their larger counterparts, reshaping the dynamics of brand loyalty.