In the second year of the COVID-19 outbreak, consumers in Asia are adjusting to life in the New Norm. They are gradually adapting to the re-opening of economies or recovery from lockdown in certain parts of the region. This edition of Brand Footprint shows how these have impacted our brand choices and the extent of such changes across Asia.
Welcome to the fourth annual Asia Brand Footprint Report, which recognises and celebrates Asia’s most chosen consumer brands in 2021. We are also celebrating the 10th year of our Global Brand Footprint Report, which witnessed consumer behaviour change over the past decade.
In the second year of the pandemic outbreak, it seems brands are better prepared to ride trends. We are seeing the top-ranking and fastest-growing brands stay agile, with brilliant innovation, evolving their product portfolio to best suit the needs of consumers, and helping them cope with mobility and/or economic constraints. Demand for health & safety, more in-home occasions, less-effort convenience, and rising eCommerce/delivery usage – these are trends that existed for years before COVID, but the pandemic has accelerated all of them. It is also worth mentioning the positive purchase response to brands with greater, well-communicated ESG efforts.
The growing brands are those which zoom in very closely on consumers’ lives, provide better solutions to cover more consumption moments, or resolve pain-points, and in doing so widen their buyer base. The five growth levers remain unchanged – more targeted consumers; identifying new needs; creating more occasions; entering new categories; and increase product presence.
With this report, we celebrate and recognize the top-ranking players for their excellence and dedication to offering consumers the best everyday essentials. Make sure you do not miss all the great brand stories inside, and the vision for the future.
