Gabey Goh
Oct 16, 2015

Growth slows but Asian FMCG brands gain on home ground

SHANGHAI - The rise in FMCG consumption across Asian markets is slowing, halving from 10 per cent in 2012/13 to 4.6 per cent in 2014/15, but local brands have gained more consumers on their home turf.

According to Kantar Worldpanel's Asia Brand Power 2015 report, local brands now attract 74 per cent of total FMCG spend, and grew their sales 8 per cent in the last year, compared with 4 per cent for global brands.

The brands that grew gained on average 685,000 new shoppers over the year, while the brands with declining sales lost 628,000 shoppers, indicating that increasing reach and penetration has a direct impact on sales growth.

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