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Welcome to Brand Footprint
Asia 2025

DECODING BRAND CHOICES IN ASIA

Welcome to the 2025 Edition of the Brand Footprint Asia

Welcome to the 2025 edition of the Brand Footprint Asia report – an extensive examination of how brands continue to make lasting impressions within the region’s FMCG landscape. In a period characterised by resilience, swift change, and renewed optimism, understanding the factors behind brand choice has become increasingly essential.

Our report utilises millions of consumer interactions and comprehensive market analysis to elucidate the evolving patterns of consumer behaviour, identifying new opportunities and challenges for brands across North Asia, Southeast Asia, and South Asia. As you proceed through this analysis, and learn more about the region’s most-chosen brands, we invite you to explore the dynamic stories of growth, innovation, and connection that define the thriving FMCG sector.

North Asia: Momentum reimagined – Elevating brands in a dynamic market

North Asia’s FMCG market – covering Mainland China, Taiwan, and South Korea – rebounded in 2024, with increased consumer activity and fierce competition.

In Mainland China, the FMCG market entered a new stage where consumer decisions shape brand growth. Notably, 93% of growing brands succeeded by expanding their consumer base. Success depends on a ‘dual engine’: increasing penetration and purchase frequency. The integration of online and offline channels makes precise engagement at each decision point essential for brands in this dynamic environment.

In Taiwan, revived confidence spurred higher brand spending and more frequent choices, demanding that brands understand shifting shopper motivations. The key to growth is attracting new buyers, and preventing churn with relevant, consistent offerings.

South Korea saw a 6.6% rise in take-home FMCG spending in 2024, driven by inflationary pressures and rapid growth in e-commerce. Brands that succeeded focused on delivering value through customisation and innovation, tailoring portfolios for changing demographics.

Ultimately, the brands that are thriving in North Asia’s complex landscape are those that have swiftly adapted to evolving needs, and continually earn their place in consumers’ baskets.

Southeast Asia: Agile ascent – Winning with adaptability and innovation

Southeast Asia’s FMCG landscape in 2024 was defined by brands’ rapid adaptation to economic shifts, value-seeking shoppers, and the rise of consumer-centric innovation.

Indonesia’s growth was stimulated by elections and festivities, but as spending tightened, brands that recruited new buyers and stayed relevant thrived. In the Philippines, shopper loyalty narrowed – and brands that maintained strong, clear propositions and adjusted their marketing across touchpoints won out. Malaysia saw value-conscious consumers reassess their choices, rewarding brands that consistently delivered reliability and relevance.

Thailand’s challenging economic outlook meant that only brands with substantial shopper reach and strategic expansion saw gains. In Vietnam, despite overall economic resilience, cautious consumer spending persisted. Brands that offered clear quality and experiential benefits were able to justify premiums and sustain growth.

Across the region, success belonged to the brands that were able to pivot quickly, understand shifting needs, and reliably deliver value to win shoppers’ trust.

South Asia: Resilient revival – Navigating uncertainty, powering growth

In 2024, South Asia’s FMCG sector demonstrated adaptability, aspiration, and resilience across India, Sri Lanka, and Bangladesh.

India faced high food price inflation, which only eased late in the year. Growing demand for packaged foods meant that total CRPs increased by over 4%, reaching 120 billion in total. Local brands thrived by expanding into new markets, emphasising the importance of growth through penetration.

Sri Lanka’s recovery was complex, with weakened brand loyalty and a focus on affordability and essentials. While consumption volumes haven't fully recovered, a modest uptick in rural areas contrasts with urban declines, especially in non-essential categories.

Bangladesh experienced significant political change and uncertainty, yet a spirit of resilience and renewal prevailed. The FMCG sector mirrored this adaptability, with brands thriving by responding to evolving local needs and consumer aspirations.

Overall, shoppers’ resilience and ability to quickly adapt to economic changes have shaped the region’s FMCG landscape, with successful brands expanding, evolving, and innovating despite uncertainty.

Conclusion

In conclusion, the 2025 Brand Footprint Asia report tells a story of change, agility, and the relentless pursuit of consumer choices. Across North Asia, Southeast Asia, and South Asia, the brands that have thrived are those that embraced complexity and uncertainty as opportunities for growth. By decoding the evolving motivations of shoppers, delivering consistent value, and innovating with purpose, these brands have not only survived, but set new benchmarks for success.

As we move into the next chapter of Asia’s FMCG journey, we hope the insights and stories within this report arm you with fresh ideas, actionable strategies, and the inspiration needed to seize opportunity in your own markets. Thank you for joining us; together, let’s continue to shape the future of brand impact across Asia.