New report shows foreign brands losing share in majority of categories.
According to Kantar Worldpanel's Annual FMCG Brand Footprint study, local players dominated the Asian market in 2015.
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.
Food brands looking to grow their footprint in Asia are responding to consumers’ increasing appetite for convenience, with product innovations and creative marketing campaigns based on a sound understanding of local culture, habits and tastes.
SHANGHAI - CTR Market Research, in partnership with Kantar Worldpanel, has found that the Chinese grocery market sector is highly fragmented, and modern trade (hypermarkets and supermarkets) only accounts for 46 per cent of market share in the FMCG sector.
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