Brand Success Story
Colgate - Most chosen brand in Health & Beauty
For over a decade, Colgate has held the no.1 spot in the Brand Footprint health & beauty sector ranking in Malaysia, demonstrating its resilience and importance to shoppers, even throughout the pandemic. The brand sits at the no.14 position in the overall FMCG Top 100.
Colgate's success is driven by continuous innovation in oral care, solidifying its leadership in this sector. A key driver of Colgate's 62% penetration is Colgate Total, which offers multiple benefits and appeals to high-income families with its comprehensive features.
Another standout product, Colgate Optic White, has introduced the concept of beauty to oral hygiene, successfully creating new needs and reaching diverse target groups. This product has particularly resonated with families that include teens, highlighting the growing trend of incorporating beauty into everyday health routines.
Colgate's ability to innovate and expand its product benefits ensures it remains at the forefront of the health & beauty sector in Malaysia, setting the standard for oral care by meeting the evolving needs of consumers.
Hup Seng - Top rising brand in Food
Biscuit brand Hup Seng has been recognised as the food sector’s top riser – meaning that it gained the most consumer reach points (CRPs) over the last year. Now at no.11 in the main Brand Footprint ranking, it is celebrated for its wide availability and competitive pricing. A heritage brand known for its flagship Ping Pong crackers, Hup Seng has become a household name in Malaysia, with many pairing it with a malt drink.
High inflation had the largest impact on the food category, motivating shoppers to cut back due to rising prices. Despite this, Hup Seng has managed to prevail. The brand’s success lies in its increased availability, and reputation as a trusted name across all demographics.
Hup Seng’s growth in penetration spans young and old, low to high income, making it a versatile choice for all. The primary growth driver has been its presence in modern trade channels, where it continues to expand its reach and maintain competitive pricing. This strategy has allowed the brand to grow steadily, even in challenging economic times.
Hup Seng’s ability to appeal to a broad audience and adapt to market conditions has solidified its position as a rising star in the food sector, ensuring its continued success and renown in the market.
F&N - Top rising brand in Beverage
F&N has won the title of Malaysia’s Top Rising Beverage Brand, thanks to its strategic efforts and ability to capitalise on local festivities. This year, F&N's carbonated soft drinks saw significant success during the Raya festival, gaining higher penetration, particularly among Malays and families with kids.
One of F&N's key strategies was competitive pricing in hypermarkets and supermarkets, where competition is fierce due to numerous brands trying to win festive buyers. By offering a variety of flavours, including its best-performing Ice Cream Soda, F&N was able to attract a lot of new brand purchasers.
F&N's success demonstrates its ability to adapt to market demands and leverage festive occasions to boost sales. The brand's focus on competitive pricing and flavour variety has helped it secure a stronger presence in the market, bought buy more than a third of Malaysian households.
