5.
Meet the
Local
Winners

Mainland China’s FMCG landscape is being defined by a subtle but significant transformation in consumer behaviour. While the overall market has seen a modest recovery, the Brand Footprint Mainland China 2025 report reveals that true brand success now hinges on expanding both penetration and purchase frequency. 93% of growing brands achieved progress primarily by attracting new buyers, not just increasing loyalty among existing ones.

Brands face a marketplace where online and offline channels blend seamlessly, and the battle to be present at every ‘decision moment’ is fiercer than ever. The most resilient brands are those that decode the subtle motivations behind every purchase, and innovate not only in product but also in precision marketing. In this evolving landscape, understanding consumer preferences in real time is no longer optional; it’s essential for sustained growth.

Taiwan’s FMCG sector rebounded in 2024, driven by increased consumer confidence and a return to out-of-home lifestyles. With higher spending leading to more brand choices, and therefore intensified competition, the most successful brands are those that dissect the complex, fragmented behaviours of shoppers. Rather than relying on generic approaches, the Taiwanese brands that thrive are those which unpack lifestyle moments and shopping missions, then tailor their offerings to fit emerging needs.

The key to growth is attracting more buyers – through understanding why some consumers stay away, and why others drift to competitors. In a marketplace where both premiumisation and down-trading occur side by side, granular shopper insights unlock the recipe for both resilience and expansion.

Amid inflation and shifting retail preferences, South Korea’s FMCG market saw robust growth in 2024, with shopper spend rising by 6.6%. What separates the best-performing brands is their relentless pursuit of new buyers, achieved not just through price but through added product benefits, innovation, and tailored offerings for changing demographics such as smaller and ageing households.

Leading brands are adept at decoding shopping missions and leveraging new services to better understand both traditional and emerging shopper segments, such as pet owners. By focusing on expanding their buyer base and adapting to demographic and channel trends, these brands set themselves apart in a highly competitive environment.

Indonesia’s FMCG sector achieved modest growth in 2024, spurred at the beginning of the year by election-related spending but challenged later in the year by mounting economic pressures. As consumers became more cautious, prioritising essentials and scrutinising value, brands have had to innovate to stay relevant. The most successful have been those who not only adapt their offerings, but also expand their shopper base, through understanding evolving needs and financial realities.

The 2025 Brand Footprint analysis shows Indonesian shoppers demand more: products must deliver beyond the basics, resonating with changing lifestyles and tighter budgets. The brands that thrived are those that emphasised affordability without sacrificing innovation or relevance, making consumer-centric strategies more vital than ever.

Malaysian shoppers became even more discerning in 2024, with value taking centre stage amid rising living costs. The biggest winners were brands that remained relevant, delivered on promises, and simplified daily life. Adaptation was key: brands that excelled connected with more households, responded to evolving needs, and maintained consistent availability.

Growth was most robust among brands that expanded their reach, reinforcing the fundamental principle that to be chosen more often, more people must first choose you. Brand Footprint 2025 spotlights those who navigated change with agility and a deep understanding of what matters most to shoppers.

In the Philippines, shoppers are consolidating their brand choices, buying fewer brands overall. While quick-win activations are tempting, the brands with enduring success are those that offer consistently relevant products – appealing to both shoppers and end-users. With consumers visiting more retail outlets and shopping more frequently, visibility and availability across channels are critical.

Brands must carefully align their offerings with shopper missions and consumption occasions, eschewing one-size-fits-all solutions. The key is to maintain a strong, clear proposition, ensuring products are always present where and when they’re needed. In this environment, consistent relevance and wide reach set leading brands apart.

Thailand is facing a challenging 2025, with economic growth forecasts having been revised downward. Despite the headwinds, standout FMCG brands continue to capture more consumer choices by increasing penetration, usage occasions, and presence. The country’s Brand Footprint report reveals that winning brands excel in targeting new consumers, entering new categories, and swiftly addressing emerging needs.

More than half of Thailand’s leading brands grew their shopper base in 2024, proving that even in difficult times, a strategic focus on increasing Consumer Reach Points – through targeted innovation and omni-channel presence – can unlock growth opportunities.

Vietnam’s remarkable economic performance in 2024 did not immediately translate into loosened purse strings for consumers. Rising costs for essentials kept households cautious. Brands that grew did so by emphasising value: delivering improved quality, unique experiences, or compelling benefits that justified a higher price.

Vietnamese shoppers remained open to new brands if these could offer the best overall value. The competitive landscape saw a flood of innovations, making consumer loyalty more fluid and contingent on tangible benefits. The most successful brands paired strategic promotions and product innovation with a nuanced understanding of emerging consumer priorities, positioning themselves for both immediate gains and sustainable growth.

In 2024, India’s FMCG landscape was defined by persistently high food inflation, which only eased towards the close of the year. Despite this challenging environment, paired with a decline in shopping trips, Indian shoppers demonstrated remarkable resilience and a growing reliance on packaged foods. The snacking and beverage categories led the surge up the Brand Footprint ranking, reflecting evolving consumption patterns and an appetite for convenience.

Local brands continued to solidify their standing, in particular by expanding into new markets, while the ranking this year reinforces the fact that penetration remains the pivotal driver of growth. India’s 2024 story is one of shopper determination, aspiration, and the enduring quest for value.

Bangladesh’s FMCG sector followed a complex recovery trajectory in 2024, amid changing consumer habits and economic pressures. Brand loyalty declined as affordability and essentials became priorities. While FMCG volumes didn’t fully return to pre-crisis levels, consumption grew modestly among rural households, while there were slight declines in urban areas – especially in the Food & Beverage sector – mainly for non-essentials.

Food inflation, on top of an already high base, further reduced purchasing power. This was particularly notable in cities, triggering a shift to affordable, necessity-driven consumption.

Sri Lanka’s FMCG market faced a challenging recovery in 2024, due to changing shopper behaviour and ongoing economic issues. Brand loyalty has decreased as consumers prioritise affordability and essentials over favourites.

Total FMCG volume consumption remains below pre-crisis levels, but shows modest growth – mainly driven by rural consumers. Urban markets are still seeing slight declines, especially in Food & Beverage categories, where non-essential items are most affected. Rising food inflation is putting pressure on household budgets, especially in cities, influencing shoppers to choose cheaper options.