‘Big brands still winning in Asia’: Major food and beverage firms strengthen sales and standing amid COVID-19
Asia’s biggest food and beverage brands successfully retained their top FMCG rankings and outpaced overall category growth throughout the COVID-19 pandemic, with major players topping new lists from China to South East Asia.
This was according to the Kantar Asia Brand Footprint 2020 ranking report, which saw F&B brands dominate the Top Ten Most Chosen Brands listings for all the countries covered: China, Indonesia, Korea, Malaysia, Philippines, Taiwan, Thailand, and Vietnam.
According to the report, ‘big brands are winning’ across Asia based on growth rates and consumer choice, with just about all major brands being chosen by consumers at higher rates than average category growth rates.
Deeper analysis of the numbers saw food, beverage and dairy brands take up all 10 of the Top Ten lists in Malaysia and Korea, nine in Taiwan and Vietnam, eight in China and Thailand, and six in Indonesia and Philippines.
Rankings were based on Consumer Reach Points (CRPs), which were calculated based on population, penetration (percentage of households buying the brand) and consumer choice (interactions with brand across categories). Kantar tracked the consumer purchases across five categories: Beverages, Food, Dairy, Beauty and Personal Care, and Homecare.
Read the full story here.