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Asia Brand Footprint

2021
The most chosen consumer brands across Asia

Issue 3 | June 2021

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Welcome
At this point last year, we were beginning to
discover how COVID-19 was impacting us and
our brand choices. But in this year’s Brand
Footprint, we can now see the true impact across
2020. In Asia particularly, we have witnessed a lot
of changes in consumers’ daily lives and
therefore, so do their behaviours.

Welcome to the third annual Asia Brand
Footprint ranking, which recognises and
celebrates the region's most chosen
consumer brands. We are now into the
second year of the COVID-19 pandemic, and
the crisis continues to drive shoppers’
behaviours and the trends we see in the
FMCG market.
Asian consumers are still experiencing constraints
on their lives. Mobility remains restricted, which has
changed where and how people shop, while
financial concerns continue to influence spend.
However, these constraints have not had a
negative impact on every category. Being unable
to travel overseas has boosted some domestic
sales of brands including beauty care. Many
brands in the health, personal care and household
care categories have also experienced significant
growth rates.
In other words, there were opportunities for growth
in these exceptionally challenging circumstances.
The brands in our Asia Brand Footprint 2021
ranking have successfully grasped them, enabling
consumers to live good lives despite the limitations
they are living under. These brands have found
ways to help their consumers to feel safe, confident
and happy at a very difficult time.
The trends that have come to the foreground
over the last year have been in play for some
time, but these have been significantly
accelerated by COVID-19. The impact the
pandemic has had on the consumer has
accelerated the evolution of these trends.
accelerated the evolution of these trends.
An increased focus from physical
hygiene to inner health and wellness.
People are taking a more holistic view of wellness.
Prevention, protection and function are important,
and they are also paying attention to emotional
wellbeing. Health supplements are booming as
consumers are willing to spend on products that
will boost their immune systems. FMCG brands
have embraced this trend by targeting
communications towards specific concerns,
reassuring shoppers, and developing innovative
products that meet new needs.
Behaviours differ by country and
category therefore do not average Asia.
As we predicted last year, some consumers
shifted spend to value brands, while others
moved to the premium end of the market. Not
everyone was willing to give up luxury, and
people also bought treats to give themselves a
boost when they could not go out. FMCG brands
excelled at showing consumers they do not need
to compromise, by creating great ‘moments’ and
generous promotions to encourage trading up.
Stay home economy
will continue to remain important.
Consumers’ desire to live better during periods of
lockdown has led to tremendous growth for in-
home related categories. For example, cooking
brands have helped consumers to recreate their
favourite dining experience by creating more
sophisticated meals in their homes. Due to the
constraints on out-of-home consumption,
shoppers are mimicking outdoor experiences at
home – for instance turning to personal care
brands that have launched ‘home spa’ products
enabling people to give themselves that moment
of relaxation and self-care. This has given rise to
consumers becoming more environmentally
friendly in their product selection.
Ecommerce with continuous
potential for growth.
Millions more consumers have turned to
ecommerce as a regular shopping channel.
Users have increased in quality as well as
quantity, with a rise in ‘middle aged’ shoppers
who have huge spending power. Brands are
using digital platforms to transform the way
they sell, with livestreaming video proving
highly effective as both a sales conversion point
highly effective as both a sales conversion point
and a brand communication point. Many have
introduced delivery services, to ensure they
retain existing shoppers and maintain loyalty.
Shoppers have preferred to avoid crowded
public places during the pandemic, feeling
more comfortable visiting neighbourhood
shops, convenience stores and community
markets, and this has created a challenge for
hypermarkets.
The 5 strategic growth levers for brands to
expand their footprint remain unchanged.
Finding new shoppers is key as penetration
breakthroughs made today will remain for the
long-term as consumers’ new habits become
ingrained in their lives. Creating new occasions
and identifying new needs is all about zooming in
on how people’s lifestyles have changed and the smaller stores people are favouring.
finding ways to become a part of them. Brands
must not be afraid of reviewing their portfolio and In this report you will find the ranking and
entering new categories where they can do so in overview for the Asia region, detailed profiles
a meaningful way. When it comes to increasing for each country and brand success stories. I
presence, every brand must have an ecommerce hope you will find the shared insights impactful
strategy, while making their products available in and valuable.
the smaller stores people are favouring.
About Consumer Reach Points
(CRPs)

There is a decision point in every FMCG
purchase; a point at which the shopper decides
to buy one brand instead of another. The Brand
Footprint ranking reveals which brands are
winning at that moment of truth, using the
Consumer Reach Points measure. This
measures a brand’s strength in terms of the
number of times brands are chosen by
shoppers.
The measurement is then weighted by actual
population to calculate the brand’s reach. As
well as a clear picture of the size of its global
footprint, this reveals where the brand has
opportunities to grow its penetration and its
frequency.
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Asia Key Highlights

for 2020
As reported in ASIA Pulse 2021 #1, FMCG value
sales grew strongly in most Asian markets during
2020, but shopping dynamics differed from one
market to another. In this section we provide a
snapshot of how consumers’ lifestyles, priorities,
needs and purchasing habits have evolved across
the eight markets we research for the Brand
Footprint study, not including Japan, India,
Bangladesh and Sri Lanka.
Changes in consumer behaviours
Nelson Woo,
Senior Director, Commercial, Asia,
Worldpanel Division, Kantar
As our Managing Director
Marcy Kou explained in her
introduction, COVID-19 has
accelerated some key
behaviour changes that we
were already witnessing
among Asian consumers.
The impact of the
pandemic will continue to
reshape how they shop in
the near future – setting the
context for brands, and
directing how they grow
their footprint in the region.
Lower frequency shops
and bigger baskets
Global consumers made 1.6 billion
fewer grocery trips in 2020, as they
limited the number of times they
left their homes to reduce the risk of
catching the virus. While purchase
frequency reduced by -2%, spend
per trip rose +11%. In Asia, FMCG
purchase frequency also reduced by
-2%; however spend per trip (+1%)
didn’t increase as much as the
global average. This is because
basket sizes in Chinese Mainland
remained stable in 2020, due to
COVID-19 having a limited impact
on behaviour, together with the
rapid development of ecommerce
to ensure accessibility to products.
Outside of Chinese Mainland, where
we observed more stocking up of
we observed more stocking up of
products, spend per trip rose +6%.
The quest for all-round health
Prioritising health was a key trend
in Asia even before the pandemic.
COVID-19 reinforced its
importance, and drove it to further
evolve into a desire for holistic
overall wellness for individuals and
their families. Unsurprisingly,
brands which launched innovations
that tapped into consumers’ need
for everyday safety and protection
thrived.
Rationalised budgets
The economic downturn and
concerns around income led
consumers to prioritise essentials
and trade down to mainstream
and trade down to mainstream
brands. They also opted for larger
pack sizes, which helped them to
save money while stocking up to
fulfil the family’s needs while they
spent more time at home.
In Indonesia, this resulted in a +10%
growth in volume per shopping trip.
Big packs gained new buyers: for
example, large packs of liquid
bodywash were bought by 3.8
million more households in 2020,
while drinking water sold by the
gallon was bought by 4.5 million
additional households.
Cautious spending had an impact
on total FMCG value sales in some
markets, including Chinese
Mainland, where consumers shifted
Mainland, where consumers shifted
more towards mainstream
products after years of
premiumisation. This led to an
average price drop of -2.1%, which
in turn drove value down -0.1%
between 2019 and 2020 compared
with a +5.5% rise the previous year.
A surge in in-home occasions
Lockdowns and restrictions on
movement led to a big change in
consumers’ lifestyles and how they
spent their time. Categories such as
cooking ingredients benefited
hugely.
In Indonesia, the leading seasoning
brands achieved penetration gains
of up to +2%, while sales of kitchen
staples were up +15% and snacks
+8% in sales value. Growth was
even higher in Malaysia, with sales
of kitchen staples rising +20% and
snacks +17%. Convenience in meal
preparation was king in Chinese
Mainland, and frozen food, quick
Mainland, and frozen food, quick share of total FMCG value has risen
soups and instant noodles were all from 4.6% in 2019 to 7.1% in 2020,
among the categories that enjoyed with greater opportunities in food
double-digit growth. than non-food.
Safety and availability shaped
the channel landscape.
The need to stay safe while still
being able to access FMCG
products drove an exponential
growth in ecommerce across Asia.
It also led to increased purchasing
from local stores as people shopped
close to home.
Ecommerce is growing at different
rates across the region. In north Asia
Chinese Mainland and South Korea
have the highest penetration, while
Malaysia and Vietnam are outpacing
other markets in south-east Asia,
and closing in on Taiwan. O2O
continues to expand in Chinese
Mainland, with a reach that now
extends to almost two-thirds of
China’s population. The channel’s
share of total FMCG value has risen
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The New Normal

in Asia
Many of the shifts in consumer behaviour we
have seen during the pandemic are here to stay –
and this will have implications for brands and
retailers.
Future consumer trends
Nelson Woo,
Senior Director, Commercial, Asia,
Worldpanel Division, Kantar
The outlook for FMCG in
Asia in 2021 is positive.
FMCG products are
necessities, and for this
very reason the sector will
continue to grow. Even in
markets that have been
particularly challenged, a
turnaround is expected –
such as the Philippines,
where value sales dropped
-8% in 2020, but +3%
growth is forecast1 for the
coming year. The FMCG
sector is also where
governments will target
their subsidies, to support
people’s livelihoods as
hardship continues to bite.
Many of the shifts in consumer brands must quickly enrich their consumers.
behaviour we have seen during the brand portfolios with ranges and
pandemic are here to stay – and offers that are relevant to Asian
this will have implications for consumers.
brands and retailers.
Lower trip frequency and bigger
baskets will become the norm.
We expect elevated trip spend to
persist among shoppers in higher
socio-economic classes (SECs),
while consumption is likely to
remain contracted among lower
SECs.
Local giants have the advantage
here, with the agility to rapidly Forecast modelling considers Consumer Panel’s trended spending data, general and food inflation rates,
residential mobility index, GDP growth rate and consumer confidence index. Macro-economic data as of
change their pack and prices February 2021.
strategies. To compete, global
brands must quickly enrich their
Consumers will continue to
rationalise FMCG spend, as
inflation rises and life remains
uncertain. Stocking up on everyday
key supplies will continue, especially
for families with kids.
Brands will face internal cost
pressures but also limits on how far
and how often they can raise
prices. They must be able to
accurately forecast demand amid
abrupt macro changes, effectively
manage various marketing and
sales tools, and invest across
different marketing levers for
optimal ROI.
The desire for wellbeing will
expand into younger
demographics, making the
prioritisation of ‘better self, better
family’ a key trend across all age
groups.
Individual differences will matter
more in the post-pandemic era,
making it vital for brands to
understand what ‘health’ and
‘wellness’ means to different
consumer segments.
Shoppers will buy in a more
mindful way. The pandemic
experience made consumers
prioritise what’s really important in
life, and rethink what’s essential. In
future they will be more likely to
think “Do I need that?” rather than
“I want this!”.
Consumers will challenge brands’
purpose. Brands must be ready
with a proposition that is centred
around shoppers’ needs, and
messages that communicate key
benefits clearly and simply.
Consumers will crave a stress-
free home life. After juggling work
and family commitments during
the pandemic, consumers will seek
the pandemic, consumers will seek
to bring comfort and ease back
into the home environment.
Convenience-driven retail will thrive
as a result. At the same time,
uncertainty about the future will
drive people to pursue ‘little happy
moments’ in order to de-stress.
Brands that can meet the ongoing
demand for convenience will earn
the right to charge a slight
premium. As consumers’ new
digital habits stick, and FMCG’s
online repertoire expands to more
categories, O2O integration, the
expansion of delivery services and
the development of cold chain will
all gather pace. Meanwhile, the
desire for moments of self-
pampering and indulgence will
create opportunities for products in
personal care and impulse food
categories.
Key
takeaways
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Spotlight
on Coca-Cola
Coca-Cola remains the most chosen consumer
brand globally and continue to lead the rankings
in both Europe and Latin America regions. Given
fierce competition coming from local players in
Asia, Coca-Cola has managed to maintain its
position within the Top 5 most chosen brands in 6
out of 8 Asian markets within beverage sector.
How Coca-Cola Maintained
its Position in 2020 across Asia
Despite the negative impact of
COVID-19 on beverage sector in
2020, Coca-Cola has managed to
grow its CRP in many Asian
markets such as Chinese Mainland,
South Korea, Taiwan and Vietnam.
The following is the response from
Coca-Cola on how they have
navigated year 2020
Coca-Cola
Spokesperson
Teejae Sonza,
Group Marketing Director,
Coca-Cola Lead
for Asean-South Pacific
How did Coca-Cola react to
Covid-19 and what were the key
measures put in place to get
through the pandemic?
As Covid-19 spread in 2020, we
mobilized quickly to safeguard the
health and wellbeing of our
employees, maintain the continuity
and safety of our beverage
production and delivery operations,
ensure resiliency of our supply
chain, assist bottling partners and
customers, and support
customers, and support
communities. We also pivoted our
operations, commercial strategies
and innovation priorities to meet
fast-changing market dynamics, all
while advancing our sustainability
goals.
Protecting Our People - The
safety and health of our people is
always a top priority. Local teams
closely followed guidance from
health authorities to protect our
employees across office,
production, distribution and retail
facilities. In the early stages of the
outbreak, nearly all office-based
associates shifted to remote work.
shifting consumer demands and foodservice customers to weather
Empowering Suppliers - To manage the logistical challenges of the impact of the crisis and adapt
maintain business continuity, our lockdowns and movement to changing shopper behaviors,
Procurement teams collaborated restrictions. helping grocery stores meet
with bottling partners on elevated demand and supporting
contingency planning for our Assisting Customers - Coca-Cola restaurants as they switched to
supply chain. We worked with teams and bottling partners takeout and delivery models.
suppliers to adjust volumes to meet collaborated with retail and Lockdowns triggered a digital
shifting consumer demands and foodservice customers to weather buying boom in 2020 and we
buying boom in 2020 and we
expect this to continue.
Supporting Communities – With
support from The Coca-Cola
Foundation, our local teams
contributed to COVID-19 relief
efforts in communities across Asia
and across the world.
What is the one word that best
describe Coca-Cola since then?
2020 was a challenging year and
the key word that best described us
as an organization is ‘resilient’. Our
people and our business were
resilient in the face of extraordinary
challenges and adapted quickly to
new conditions to continually
support our communities and our
business. Globally and here in Asia,
our resolve to deliver on our
sustainability priorities did not
waver and we continued to make
progress on our environmental,
social and governance (ESG) goals.
What did you do differently since
COVID-19 pandemic, to still
reach your consumers?
In 2020, we announced plans to
build a new, networked
organization that combines the
power of scale with the deep
knowledge required to win in
markets locally.
Nine operating units were
established to focus on regional
and local execution, working closely
with five marketing category
leadership teams that span across
the globe.
This structure is supported by our
new Platform Services organization
and center functions, which
collectively provide global services
and expertise across a range of
critical capabilities. Together, our
new networked organization will
accelerate our transformation as a
digitized, data-driven enterprise
that can execute marketing,
that can execute marketing,
commercial, sales and distribution
strategies in both the online and
physical worlds.
We are also continuing to position
our portfolio of drinks for success in
a fast-changing marketplace. In
2020, we started streamlining our
portfolio, reducing the number of
master brands and curating a
tailored collection of global, regional
and local brands with the greatest
potential to scale and grow.
What role will Innovation be
playing for Coca-Cola?
Since its birth at a soda fountain in
downtown Atlanta in 1886, Coca-
Cola has grown through innovation.
135 years later, we’re still
committed to innovation as we
transform into a total beverage
company. In 2020, we announced
plans to reshape our beverage
portfolio and transition from 400
master brands to approximately
master brands to approximately
200 – the ones that are best
positioned for growth and scale.
We’re challenging ourselves to think
differently about our brands,
identifying the greatest
opportunities and prioritising our
investments and resources. Our
portfolio reset also better positions
us to nurture local innovations and
propel successful regional brands to
the global marketplace.
Our innovation teams are focused
on creating drinks that fit into our
consumers’ lives, including
categories such as enhanced
hydration and plant-based drinks.
And our innovation lens isn’t only
focused on beverages – we’re also
innovating packaging solutions and
finding new ways to deliver our
products.
What is Coca-Cola’s strategy to
win the future/ future
consumers?
We are positioning our portfolio for
success, identifying the right
brands that will drive quality
leadership and help us achieve our
Beverages for Life vision.
We have now streamlined our
portfolio to allow us to focus
attention and resources on what we
do best: brand building and
innovation. Great brands begin
with a deep understanding of
consumers, what they want and
convert that insight into superior,
quality products. We will continue
to grow our brands through focused
execution and targeted innovation.
We will continue to change the
recipes of our beverages and
reduce added sugar, along with
offering smaller portion sizes. We
removed approximately 125,000
tons of added sugar on an
tons of added sugar on an
annualized basis through
approximately 140 product
reformulations in 2020. We’re
innovating and bringing drinks with
additional benefits to market and
promoting options with low or no
calories.
We are also on a journey to
strengthen our marketing efficiency
and effectiveness. By improving our
processes, eliminating duplication
and optimizing spending, we will
increase our effectiveness and fuel
reinvestment in our brands.
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The most chosen

FMCG brands
across Asia
This section reveals the biggest winners of 2020 in
eight Asian markets and the key drivers for
growth through local brand stories.

Chinese Mainland
Indonesia
South Korea
Malaysia
Philippines
Taiwan
Thailand
Vietnam
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Chinese Mainland
Chinese Mainland
In the fast-evolving FMCG
market post COVID-19
outbreak, winning brands
will have to stay ahead of
changes in consumer
demand for health,
convenience and pleasure,
and ride the wave of
digitalisation to win the
omnichannel battles that
lie ahead. Both established
and insurgent brands in
Chinese Mainland have
opportunities to further
grow their consumer
footprint by transforming
their innovation and go-to-
market strategies.
Chinese Mainland

Top 10 most chosen brands in CRP

In 2020, local brands continued to Haday and Shuanghui have
lead China’s Top 10 most chosen witnessed the fastest growth in
brands list. Yili remained in the top consumer reach points among the
spot, reaching the most top 10 brands, driven by their
households, and has been chosen strategy of penetrating lower tier
the most times for the sixth markets and the outskirts of cities.
consecutive year. The concept of “a
cup of milk every day will give you a
strong body” is deeply rooted in the
Chinese consumer’s mindset while,
more recently, advice from experts
on how drinking milk and eating
eggs can improve your immune
system to help defend against
coronavirus mean that dairy
categories are now consumed by
most households on a daily basis.
This has enabled Yili and Mengniu
to win more than 1 billion consumer
reach points each.
Master Kong
In third place behind the two dairy
manufacturers is Master Kong, a
leading Chinese food and beverage
brand, famous for its instant
noodles and ready to drink tea.
Master Kong showed strong agility
during the COVID-19 pandemic,
ensuring its production, supply and
food safety were tightly controlled
and maintained. As we entered the
‘new normal’ Master Kong’s variety
of price tiers, flavours and pack
sizes have allowed the brand to
reach many shoppers and
occasions. With the launch of new
instant noodle flavours and low
sugar low calorie tea, the
manufacturer is keeping up with
the latest trends and staying
relevant to consumers.
Hearttex
Ranked in seventh place is
Hearttex, with more than 383
million consumer reach points in
2020. The brand has now appeared
in the Top 10 most chosen brands
for two consecutive years. The only
non-food brand among the top 10,
Hearttex dominates the paper
industry. COVID-19 stimulated
demand for hygiene and health
products, and Hearttex’s sterilising
wipes rode this trend and delivered
strong growth for the brand. In
addition, Hearttex has expanded
into other categories such as cotton
tissue, floor dust cleaning tissue,
masks and laundry, allowing it to
capture more consumers and new
occasions.
Top 10 fastest growing
brands in CRP
Increased penetration has been a with an 8% growth in consumer
major driver for the fastest growing reach points. Panpan, originated in
brands, with many seeing a Fujian as a processor of agricultural
double-digit increase in consumer products, offers products across
reach points in 2020. More in-home many different categories, such as
cooking occasions led to rapid soft cake, savoury snacks and
growth for leading sauce brands packaged bread, fulfilling a diverse
Chu Bang and Haday. Jinluo and set of occasions and needs. In order
Shuanghui have seen increased to ensure food safety and taste,
demand for sausages, which Panpan uses only high-quality
provide a convenient in-home materials.
protein meal. Self-indulgent
snacking occasions at home also
saw a rise, which benefited the
carbonated soft drinks and savoury
snacks categories, and brands such
as Coca-Cola, Pepsi and Lays.

Eighth fastest-growing brand

Panpan has entered the Chinese
Mainland Top 50 for the first time,
with an 8% growth in consumer
Rio
A ready-to-drink ‘alcopop’ brand
which emphasises its fresh and
fruity flavours. Very different from
China’s traditional spirits, Rio looks
to attract younger consumers who
are seeking lighter alcohol content
and tasty flavours. Rio has created
a new self-indulgent drinking
occasion for people who want to
reward themselves during their ‘me’
time. As a result we see from the
Kantar Worldpanel data that its
Kantar Worldpanel data that its
21.3% CRP growth has been driven
by young couples and singles.
Milkground
A leading brand in the cheese
category which dominates the ready-
to-eat cheese market with its lollipop
cheese targeted towards families with
kids. Its significant 98% CRP growth
has been driven by innovation in new
variants such as fruit and vegetable,
high calcium and baking cheese.
Meanwhile the brand has continued
to increase penetration within lower
tier cities, distributing through small
format channels and cooperating
format channels and cooperating
more closely with CVS, mother and
baby stores and bakeries. Milkground
has also invested heavily in media, in
both traditional TV and outdoor
channels, as well as working with
KOLs (Key Opinion Leaders) to
capture more consumers.
Chu Bang
A leading condiment brand which
appears on the list of fastest growing
food brands for the second
consecutive year. Chu Bang has
rapidly expanded into the East and
West of Chinese Mainland, as well as
further penetrating county-level and
county cities. Growth has come from
soy sauce, and the brand has also
witnessed rapid buyer recruitment for
its ketchup and oyster sauce products.
Dettol
Dettol, which originated in British
hospitals 80 years ago, is becoming a
key player in the antiseptic and
sterilisation markets in Chinese
Mainland.
The brand achieved a 33% growth in
CRP, and is ranked as the fastest
growing brand in the home care
sector, mainly driven by its household
and laundry disinfectant. Dettol was
very well placed to meet the hygiene
needs of consumers during the
needs of consumers during the
pandemic. A portfolio that offers
products which provide longer-term
antiseptic benefits as well as milder
products with botanical additives
allows the brand to reach consumers
across different age groups and with
different needs.
Bluemoon Bluemoon has also innovated well
Bluemoon offers products across through its deep understanding of
several homecare categories consumers’ cleaning requirements,
including hand wash and laundry for example launching amino acid
detergent. This brand saw a 24.4% hand wash and antibacterial foam
CRP increase, which was mainly hand wash for babies and children.
driven by its omnichannel strategy:
cooperating with major key
accounts, distributing into
hypermarkets and supermarkets,
and strengthening co-operation
and marketing with e-retailers.
Bluemoon has also innovated well
Local brand story

Genki Forest
Winning young consumers and leading
the health trend with its ‘three o’s’ product

Genki Forest is China’s fastest are highly concerned with their own As for media touchpoints, Genki
growing local beverage brand, with physical health. Genki Forest Forest has had high levels of
significant CRP growth of +202% anticipated their needs and entered exposure on a variety of digital
compared with last year, and the category with a very relevant community platforms including
reaching more than 20 million product that has stylish packaging, Little Red Book, Douyin and Weibo,
Chinese households in 2020. healthy ingredients and a taste that in addition to sponsoring hot TV
is better than many other sugar- shows that are viewed by younger
Genki Forest’s huge success lies in free products. consumers, helping the brand to
its core product, Genki Forest rapidly grow its popularity amongst
Sparkling Water, a product with the its key target group.
mix of three Zero's: zero sugar, zero
fat and zero calories. It is winning
through a strategy that focuses on
a combination of the use of healthy
ingredients and youth-oriented
marketing.
Youngsters are now the most
dominant consumer group within
the food & beverage market, and
are highly concerned with their own
Brand
Interview
Spokesperson
Ren Song,
CEO of Milkground
1. In your opinion, what makes
Milkground stand out in the
cheese industry?
When we started to build the
brand, we came up with a winning
model – the Five Forces Model – to
elevate our impact in the cheese
industry. The model is composed of
brand power, product power,
channel power, competitiveness,
and integration power.
Brand power will not work unless
you win customers with competitive
products. Over the past few years,
we have focused on enhancing
product power to facilitate the
development of Milkground. Our
products, particularly the lollipop
products, particularly the lollipop
cheese, are popular among
consumers, especially kids.
We invest a lot in brand building,
hoping to impress consumers and
win their trust and favour, which
leads to repurchase. We have well-
defined industrial and segment
positions, and have put in place an
omnichannel brand
communication matrix. Since 2019,
Milkground has been working with
the popular media to boost brand
impact and lead the market. We
will continue to perfect the brand
communication matrix and take
advantage of new media to further
promote our brand.
We also use channel power, and
have achieved good results by
penetrating lower tier markets. We
believe it is important for
consumers to see our products,
having easy access to them, and
being willing to repurchase them,
are the foundation which let the
Milkground brand stand out.
Milkground brand stand out. the nutritional value of cheese was
recognised by consumers. We
2. What were the biggest
challenges and successes for
responded to demand actively by
creating online sales channels, and
Milkground in 2020? this contributed to our growth in
COVID-19 put everything on hold, 2020.
and Milkground was not immune to Within Milkground, the biggest
that. From the external side, the challenge was going back to work.
biggest challenge was the decrease We needed to put the health of our
in purchasing power due to the employees first, which made the
slow economic growth. During the whole thing a long process. We
pandemic the whole country took measures to help our
operates with low efficiency and employees overcome fear – the key
lockdown measures also made obstacle to returning to work – and
shopping inconvenient. For get everyone back together quickly.
example, logistics and distribution
were greatly affected in some
places, which had an impact on the
overall consumption environment.
However, we achieved growth
despite the suffering we
experienced.
During the pandemic, there was
enormous demand for nutritious
and delicious products, and our
brand building efforts ensured that
the nutritional value of cheese was
3. What do you think is the
biggest opportunity for
Milkground?
We have a clear focus on cheese.
According to Kantar Worldpanel,
cheese has grown into a booming
segment from a niche one. Yet its
penetration and recognition among
consumers is still at early stage in
Chinese Mainland, while cheese is
an indispensable part of daily life in
developed countries. Milkground
believes that every family can enjoy
cheese. This is the fundamental
guarantee for our future success.
Shopping environments have
become more diverse, as consumers’
shopping behavior evolve. On the
back of this evolution, we have
followed the trend and are turning to
new channels like e-commerce,
O2O, and Community Group Buy
These channels make shopping
easier and meet consumers’ needs
for a convenient life. However, while
we plan to strengthen these online
channels in the future we will still
bring a relentless focus on traditional
offline channels as our main routes
to market.

4. Where will China’s FMCG

market go in coming years? How
will shopping behaviours change?
Looking back at the evolution of
Milkground, we found that
consumers are looking for more
nutritious, convenient and delicious
food. And cheese is the right product
to meet their needs. That’s why the
segment has developed so fast.
Shopping environments have
Click here or press enter for the accessibility optimised version

Indonesia
Indonesia
2020 was indeed a year like themselves during the stay-
never before. When the at-home period.
pandemic hit, many in the
industry were thrown off Let’s take a look at the list
balance. Nevertheless, of Indonesia’s Most Chosen
human resilience took over brands of 2020. These
and we were able to find brands have successfully
our way to deal with it. expanded their CRP
(Consumer Reach Points)
In Indonesia, we saw many by increasing their
FMCG brands thrive by consumer base. And let’s
developing conscious learn from them, and apply
consumer-focused Worldpanel’s 5 Levers for
strategies to be relevant at Growth across all of our
this uncertain time. They brands.
responded to the ever-
evolving needs of
consumers; namely needs
around health and hygiene,
the higher incidence of in-
home cooking, the role of
big packs and consumers’
desire to indulge
themselves during the stay-
Indonesia

Top 10 most chosen brands in CRP

It will come as no surprise that food
and cooking aid brands dominate
the top positions in the 2020
ranking. As Indonesian consumers
spent more time at home and
dined out less they had more
cooking occasions, which drove the
relevance of packaged food and
cooking preparation brands.
Local manufacturer Wings has
managed to secure places for two of
its brands in the Top 10: So Klin and
Mie Sedaap. So Klin addressed
consumers’ rising concerns around
hygiene during the pandemic through
communication and products that
communication and products that
offered assurance to protect the
whole family. Meanwhile, Mie Sedaap
took advantage of the upward
momentum in in-home eating
occasions, especially in urban areas.

Indomie remains Indonesia’s most

chosen brand. This reflects its success
in reaching the highest buyer base
and also being purchased most often,
which illustrates the extent to which
consumers across all demographics
depend on Indomie’s products.
Despite already having a very high
buyer base, the brand has still been
able to attract an additional 1.4
million households over the past year.
Local manufacturer Wings has
Top 10 fastest growing brands in CRP
Buyer acquisition was the key
growth driver for Indonesia’s Top 10
fastest rising brands in 2020. These
brands were able to stay relevant to
consumers throughout the year,
and get chosen again and again.
Riding the hygiene trend during the
pandemic led to personal care brand
Nuvo achieving the highest growth
in CRP. Nuvo successfully attracted
more than five million households
across Indonesia through
communications campaigns that
focused on protection against germs
and bacteria. Nuvo also offers lower
prices compared to other brands,
making its products accessible to
more consumers.
Since consumers have spent more
time at home, they have been
cooking more often. This has driven
cooking more often. This has driven
high growth for food preparation
brands such as Migelas and Sasa.
Migelas offers affordability, with the
price point of around IDR 1,000 per
sachet, which has helped it to
expand its buyer base by 2.7 million
households – in particular among
SES Mid-Low who were more
cautious about spending during the
pandemic.
Sasa successfully generated growth
across cooking aid categories
including MSG, meal makers and
coconut milk, attracting more than
2.5 million households in 2020. In
addition to new communications
designed to appeal to younger
consumers the brand regularly
shares innovative recipe ideas that
extend beyond Indonesian cuisine.
Top 5 most chosen brands by sector

Instant coffee brands dominate the benefited from the increase in ‘stay-
beverage sector, with Kapal Api as at-home’ moments, especially its
the most chosen brand. As a gallon pack type which has gained
heritage brand, Kapal Api has a an additional 1.2 million households
large buyer base and high over the last year.
consumer loyalty. Outside the
coffee brands, Aqua ranks fifth in
the Top 5 as it continues to
communicate the importance of
staying well-hydrated. Aqua also
benefited from the increase in ‘stay-
Rising health concerns led to
growth for brands in the dairy
categories. In liquid milk,
Indonesian households are moving
towards bigger pack sizes to
accommodate increased family
consumption. As one of the leading
dairy brands, Frisian Flag
demonstrated a strong
performance in 2020, attracting
nearly one million new buyers, with
growth driven by its family packs
and innovation in larger-sized
and innovation in larger-sized
ready to drink milk. Outside of the
liquid milk category, ice cream
brand Aice has benefited from a
rise in at-home indulging
occasions.
Instant noodles, cooking aids and gained relevance, with Royco and
biscuit brands are at the top of Masako among the Top 5.
Indonesia’s food sector ranking, Consumers want to ensure the
impacted by an increase in ‘stay- quality of their food, and they are
at-home’ moments that have also becoming more experimental,
driven more cooking and snacking so they are preparing their meals
occasions. Instant noodles from scratch.
remained a staple category for
Indonesian households, especially
during the pandemic when
consumers’ spending was
squeezed. Cooking aid brands also
gained relevance, with Royco and
Maintaining high levels of hygiene
at home became a crucial factor
during the pandemic, and the
importance of home care products
is reflected within the sector’s
growth. Moving up the ranking to
the top position, So Klin (+1.1 million
buyers) from Wings is now the
leading brand in home care. Its TVC
campaign released at the end of
2020 featured a collaboration with
UNICEF to promote hygiene and
clean water distribution within
clean water distribution within
Indonesia. Unilever’s Molto brand
managed to acquire 762,000 more
buyers than last year.
As Indonesians stayed indoors, they
indulged their personal care needs
in the comfort of their own homes.
This resulted in higher spending and
consumption across the category.
Brands with health-related benefits
like Lifebuoy (+1 million buyers) and
Nuvo (+5.1 million buyers) achieved
vast growth during 2020 as
Indonesians continued to follow
new hygiene habits.
Local brand story

Mama
Top CRP gainer in Home Care

Through successfully satisfying
consumers’ health and hygiene
demands during the pandemic,
Mama-Wings managed double-
digit growth in 2020. It
accomplished this by expanding its
buyer base, as well as generating
more purchase occasions, which
indicates that consumers find the
brand highly relevant.
Mama’s antibacterial variant also
taps into an opportunity created by
consumers’ changing behaviours
when they’re preparing meals. One
of the ways they have enhanced
their hygiene habits is by washing
their hygiene habits is by washing
fresh produce, and Mama has
gained strength in the market by
communicating the message that it
is ‘safe for fruit and veg’.

Understanding that consumers are

more cautious in their spending,
Mama’s offering in the affordable
dishwashing space matches
shoppers’ needs and wallets.
Promotion is also well supported,
which has helped Mama to become
a brand that shoppers choose time
and time again.
Mama’s antibacterial variant also
Brand
Interview
Spokesperson
Albert Dinata,
Marketing Director, Consumer
Acquisition & Retention at PT.
Sasa Inti
How will Sasa remember
the year 2020?
It was a truly challenging year for
us, and I’m sure Sasa is not alone in
that; other brands in the industry
feel the same way too.
Our biggest challenge was meeting
the changing needs of households
in Indonesia, which affected the
bigger picture, and our economy
went down especially in the second
quarter. At that time people were in
pessimistic mode due to the risk of
losing their jobs, and were more
cautious with their spending. This
cautious with their spending. This
impacted the FMCG industry in
terms of consumption; for example,
in Sasa, we have this business line
of food service which was highly
impacted when mobility restrictions
were put in place.
But worry not, with every challenge
comes an opportunity – and in-
home consumption presented a
major one. We saw that households
spent more time at home during
the pandemic, and took the
opportunity to get closer to them.
People who were able to work from
home were experimenting more
with their cooking, and also took
the state of their health more
seriously. Knowing this gave us the
chance to become Indonesian
households’ choice when it came to
cooking up delicious meals that
would support the family’s health.
What did you do differently
during the pandemic, to continue
to reach consumers? And what
did that enable you to do in the
evolving environment of
COVID-19?
One of the main things we did was
boost our presence in ecommerce.
Even though we were already doing
this before the pandemic, we drove
the channel further by making sure
we were available across all
ecommerce platforms in Indonesia.
This was complemented by our
strong digital presence throughout
the pandemic. We decided to tap
into the digital content boom – for
example with streaming – on the
basis of the insights we collected. We
also did regular brand health checks
with Kantar, in order to be on top of
our game among the competition
and stand out from the crowd.
The other thing we saw as an
opportunity to reach consumers
was showing that Sasa was there
was showing that Sasa was there
with them, especially during the
stay-at-home and work-from-
home period. It made sense to
demonstrate our commitment
through TV placements, as people
were spending more time at home.
This also aligned with Sasa’s
commitment to support all
Indonesians and help them come
through this challenging situation.
What’s been the key to Sasa’s
consistent success over the past
few years?
We’re trying to reach both new and
existing consumers in a way that’s
different from other brands. While
others communicate with their
consumers by selling their products,
consumers by selling their products,
we try to do more than that, by
taking a lifestyle-based approach.
Other seasoning brands out there
usually present themselves as a family
brand, but we know that our
consumer base extends beyond this
segment, so we also approach
millennials and gen Z, who make up
almost 60% of Indonesia’s total
market.
Millennials and gen Z have a clear
preference for their products of
choice. They are fond of brands that
value them as consumers; one of the
best ways to reach them is by telling
a story about reaching your dreams
and aspirations through cooking.
As a heritage brand which is widely
known as an MSG producer, we
want to be relevant to millennials
and gen Z as they are our current
and future consumers. In the spirit
of being authentic and meaningfully
different, we are turning the idea of
being the ‘MSG generation’ from a
being the ‘MSG generation’ from a
relatively negative notion into a
positive one. To achieve this we’re
implementing a principle that we
apply to all our communications –
UAT+E, which stands for Unique,
Authentic, Talkable and Entertaining
– along with relevant cues, such as
using an anime theme in our new
seasoned flour campaign and
employing the taglines ‘MSG Swag
Generation’ and ‘Anything is
Possible’. By encouraging them to be
proud of their generation, we’re
trying to secure an irreplaceable
position in their lives with the
message that Sasa is supportive of
their dreams and aspirations.
In an effort to keep our authenticity
and ‘local essence’, we’re speaking
to the wider audience through our
From Indonesia to The World
campaign, bringing out the spirit of
Indonesia’s wisdom and combining
it with global thinking.
Our strategies are designed to
deliver our ultimate goal:
transforming our company from an
MSG firm into a kitchen food brand.
How have you seized the growth
opportunities for Sasa during this
pandemic and beyond?
First and foremost, in addition to our
strengthened ecommerce presence,
we provided door-to-door delivery via
simple methods such as WhatsApp
chat to enable everyone to order our
products. Our priority is to bring our
products closer to our consumers.
Innovating across categories is also
one of Sasa’s goals. We launched
seasoned flour and packaged
coconut cream that included
vitamins, minerals and fibre to bring
health benefits. We are the only
brand to have done this in Indonesia.
Sasa’s innovation does not stop with
our products; we always try to find
new ways to tap into emerging
new ways to tap into emerging
trends. By equipping ourselves with
strong consumer insights we can be
agile when it comes to
communicating with our consumers.
We’re maintaining a solid presence
not only in ‘status quo’ media (free
to air TV, OOH and digital) but also
in contemporary channels such as
OTT streaming, video on demand
and podcasts, by engaging with and
being endorsed by suitable KOLs.
We have also carried out CSR
(corporate social responsibility)
activities to get closer to our
consumers. Two of the initiatives we
ran early in the pandemic were
Sasa Got Your Back, when we
distributed a package of face
masks, sanitisers and a range of
our products so people could cook
delicious meals for the family, and
Eat Stay Love which captured the
trend of cooking at home.
These efforts have successfully
boosted our KPIs in brand health
and brand equity. We not only
managed to retain our loyal
consumers but also acquired new
households despite the pandemic.
What do you believe the FMCG
market opportunities and
concerns within your category
will be in the coming months
(short-term) and in the long-
term?
In order to look for opportunities,
you first need to do your homework:
collect your insights, do a regular
brand health check, see what’s
going on around your consumers
and find out whether you are going
into the right direction.
Then you can identify your source
of business; for example, here at
Sasa, it’s household and food
service. With the mobility
restrictions in place during the
pandemic, household consumption
pandemic, household consumption
was the principal driver of growth.
But we haven’t overlooked the
growth potential of food service or
out-of-home consumption: the
vaccination programme is in
progress, the level of confidence
among consumers is recovering
and out-of-home consumption is
starting to rebound.
While you are recovering from the
hit you took during the pandemic,
retaining your buyers and acquiring
new buyers are equally important.
Sasa plays across categories, which
helps us to maintain growth in both
types of buyers.
To conclude, I’d say don’t lose hope
in a pandemic where the finish line
doesn’t seem to be arriving quickly.
The pandemic is only a bad thing if
we can’t see the opportunities
within the situation.
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South Korea
South Korea
The continued COVID-19 this time to check their in the market, we can
situation has led to brands from various expect to see better
enormous changes, not perspectives – shoppers’ performance during these
only in the retail behaviour, distribution difficult times.
environment, but also in environments, and
shoppers’ behaviours and products, as well as key
attitudes toward brands. communication messages –
Brands must use this and act accordingly. By
opportunity wisely, taking dealing with these changes
this time to check their in the market, we can
South Korea
Top 10 most chosen brands in CRP
The FMCG market in Korea has
experienced a number of changes
in the past year, including the rapid
growth of ecommerce platforms,
and an increase in the variety of
pack sizes available. In terms of
categories, COVID-19 had the
greatest impact on food and
greatest impact on food and
beverages, as shoppers changed
their out-of-home consumption to
in-home consumption.
Accelerated by the pandemic,
ecommerce is continuing to grow,
with platforms offering wider
with platforms offering wider
ranges of products as well as
promotions across various pack
sizes. Next day shipping and rapid
delivery have provided further ways
for platforms to differentiate
themselves.
Right now, Korea’s major offline
hypermarkets are pushing their
online platforms, targeting high
intensity ecommerce shoppers in
particular as they tend to purchase
from hypermarkets’ online stores
more than medium and low
intensity users. This trend is most
evident in the food and beverage
sector.
Ottogi – Korea’s most chosen brand
– has maintained its stronghold in
the FMCG market. The main drivers
of its rise in Consumer Reach Points
(CRP) over the year have been its
expansion into Home Meal
Replacement (HMR) products,
combined with an increase in
purchase frequency.
Top 10 fastest growing brands in CRP
Expanding their consumer
base was the key growth
driver for the Top 10 risers,
with lots of new buyers
added throughout the year.

With the exception of

Chungjungone, the brands that
grew fastest sit outside of the
overall Top 10 most chosen brands,
with the majority outside the Top
20. This is mainly due to the impact
of COVID-19 on the increase in in-
home consumption. All of the top
risers are food and beverage
brands, again reflecting the
behavioural changes driven by the Notably, all of the brands within the
pandemic, which led shoppers to Top 50 that achieved high CRP
cook and snack more at home. growth were conveniently packaged
food and drinks, which gave shoppers
easy access to the brand as well as an
easy way to consume the products.
Top 5 most chosen brand owners
It is no surprise that food and
beverage brands have maintained
their position at the top of the
ranking of the most chosen FMCG
brands in Korea, thanks to the high
frequency of usage which
significantly increased their CRP
over the year.
Marketing activities and strong
advertising campaigns also
supported brands’ non-stop efforts
to drive high brand awareness and
purchasing.
Seoul Milk, the well-known local
dairy manufacturer, is still being
chosen more times than any other
brand in the dairy sector. It markets
its products differently,
emphasising that its milk is
‘Me100%’ milk, to convey its
premium quality to shoppers.
premium quality to shoppers.
Consumer spend has increased as
a result of this campaign.
Coca-Cola’s shoppers also
significantly increased their spend,
following aggressive marketing that
conveyed a hopeful message
around delivering a thrilling taste,
together with the offering of free
samples and the chance to win
prizes. The company’s products
also successfully matched changing
trends in consumer needs. All the major health and beauty especially in the handwash and
brands recorded negative growth in bodywash segments as cleanliness
Kleenex, too, increased its 2020 due to COVID-19. LG Body became a consumer priority.
shoppers’ spend by focusing on the Care suffered the least, which
launch of new products, including enabled it to take first place as the
premium quality cleaning and eco- most chosen health and beauty
friendly products. brand in Korea, and the no.51 spot
in the overall FMCG ranking. This
was due to increased spend,
especially in the handwash and
Top 5 most chosen brands by sector
Coca-Cola has overtaken Maxim to
become Korea’s most chosen
beverage brand, with a significant
increase in shopper spend. In
contrast, Maxim’s spend decreased
compared with 2019, which meant
that the brand lost its first place in
the ranking. A notable new entrant
to the Top 5 is Jeju Samdasoo,
which attracted the attention of
shoppers with lighter, low sugar
shoppers with lighter, low sugar
drinks and products that emphasise
environmentally friendly packaging.
Consumers’ need to relieve stress
increased during the pandemic,
and at the same time they wanted
drinks that were healthy. As a
result, zero or low-calorie beverages
gained in popularity.
Maeil has entered the dairy Top 5 The other three brands in the Top 5
for the first time, having increased have lost shoppers and spend
its shopper base as well as spend. compared to last year, and as a
Its success is due to the release of result their CRP has decreased.
nutritious new products such as soy
milk. Seoul Milk remains in first
position owing to a marketing
campaign that emphasised the
premium quality of its milk.
The Top 5 for the food sector
remains unchanged from 2019,
with Ottogi continuing to dominate
the market due to its expansion
into Home Meal Replacement
(HMR) products. All five brands
increased shopper spend, as well as
frequency of purchase,
emphasising their value to
consumers as providers of
convenient and easy-to-cook
meals. Ottogi leads in CRP, due to a
higher purchase frequency than
higher purchase frequency than
any other food brand. All brands
reacted well to the changes in
consumer behaviour that resulted
from COVID-19, focusing on online
channels and local supermarkets,
and expanding their product
portfolios.
Kleenex remains Korea’s most home care brands focused on
chosen home care brand, with products that clean and sanitise,
Downy and Saffron switching with the majority targeting
positions compared to last year, ecommerce platforms to attract
while Kleannara and Yuhan Lax’s and retain buyers.
positions are unchanged. Kleenex
and Downy have recently focused
on releasing new products, with
both brands launching cleaning
products that have added health
benefits in order to retain existing
shoppers and lure new ones. Many
home care brands focused on
Due to the impact of COVID-19, the year’s no.1 brand, has dropped
penetration of major beauty and down the ranking after a decrease
health brands decreased compared in shoppers that was significantly
to 2019 due to fewer shoppers higher compared to other brands.
buying their products. However,
beauty brand LG Body Care has
moved up the ranking and
established its position as the most
chosen health and beauty brand,
due to an increase in spend which
compensated for the loss of
shoppers. In contrast, Innisfree, last
year’s no.1 brand, has dropped
Local brand story
Coca-Cola
Korea’s most chosen beverage brand wins with a new diverse product portfolio
Coca-Cola Korea was established in
1974. In the last year it has grown
by enhancing its range of Coke
products with Zero sugar-free
variants, and expanding into other
non-alcoholic beverage categories
such as coffee and sports drinks.
In 2020 Coca-Cola successfully
grew its spend by 27.5% and its
CRP by 12.0%, by reaching more
customers and building greater
interaction with shoppers.
The main driver of Coca-Cola’s
growth was increased consumer
choice through the launch of new
products, and meeting shoppers’
needs at a time when their outdoor
consumption of soft drinks had
decreased, and their need for stress
decreased, and their need for stress
relief was high. Coca-Cola took
good advantage of the
opportunity, successfully retaining
shoppers by converting out-of-
home consumption to in-home
consumption, with Zero products as
the primary driver.
In terms of distribution, Coca-Cola
prepared for and reacted well
during the pandemic, placing more
products on ecommerce platforms
in the knowledge that shoppers
would switch to online purchasing.
channel, striving to be more
Coca-Cola is the brand to watch environmentally friendly, and –
out for. It grew not only by focusing most importantly – identifying what
on the product itself, but also by shoppers needed and giving it to
finding the right distribution them.
channel, striving to be more
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Malaysia
Malaysia
2020 was an
unprecedented year for all
of us. FMCG is no exception
to that. We observed a lot
of changes in consumer
habits. They started to visit
physical stores less often
but each time they went,
they would they spend
more than in the past.
Shoppers also purchased
more categories especially
from food and hygiene
sectors. Multiple lockdowns
and people staying at
home helped many food
brands to grow due to
increased in-home
consumption.
Despite the general growth
trend for FMCG , there are
some clear winners who
moved up the CRP charts.
One of the example is Farm
Fresh, which maintained
high loyalty and grew its
shopper base significantly.
We suspect in-home
consumption will continue
to grow in the next
12-18months as people are
spending more time at
home compared to
previous years.
Malaysia
Top 10 most chosen brands in CRP
It is no surprise that Food and
Beverage brands have maintained
their stronghold in the most chosen
FMCG brands in Malaysia,
especially during a year in which in-
home food consumption has
significantly increased. Most of
significantly increased. Most of
these brand have significantly
higher penetration in the market
with and a high number of
purchase choices from its shoppers.
The top 3 brands retained their
leadership position on the
scorecard in 2020 thanks to
penetration.
At No. 1, Maggi not only attracts
the highest numbers of shoppers in
Pen. Malaysia, it has also the
highest consumer choice. At No. 2
is Milo, from the same company,
which attracts slightly fewer
shoppers than Maggi.
Other key brands are from Dairy
and Beverages companies such as
Dutch Lady and Marigold, which
are also bought by around two-
thirds of the population in Pen.
Malaysia.
Top 20 fastest growing brands in CRP
Nineteen of the top 20 fastest-
growing brands are within the Food
& Beverage sector as the pandemic
boosted the in-home consumption
of food items.

Farm Fresh tops the growth chart

as it gained the highest number of
shoppers, who also picked the
brand off the shelf more often.
Growth came mainly in chilled
liquid milk but Farm Fresh grew
significantly in other formats.

Dettol is the only non-food brand

to feature – thanks to the fear of
COVID-19, more shoppers picked
the anti-bacterial soap in 2020.
Top 5 most chosen brands by sector

Milo remains the number one

beverage brand thanks mainly to
its large shopper base. It also
enjoyed the highest number of
consumer choices over the year.
Other key players are mainly in the
Coffee, Tea and Isotonic drink
Sectors.
Most of the Dairy brands’
imrpovement came on the back of
growth in liquid milk, which was
one of the fastest-growing
categorines in Pen. Malaysia for
2020.
Dutch Lady expanded its shopper
base strongly in liquid milk, its core
stronghold. Marigold grew mainly
due to dairy sector as juices did not
perform well during the last year.
Within the Food category, Maggi Local brands such as Ayam and
claims the #1 position with highest Adabi also grew fast, while biscuit
number of Shoppers and consumer brand Munchy’s managed to enter
choices. Maggi has not only the Top 5.
increased its shopper reach in
Instant Noodles but also expanded
into the Instant Pasta category. The
brand also gained more shoppers in
Ketchup, Bouillon and Condiments.
Surf / Sunlight has jumped two
places in 2020 to take the No. 1
spot, taking over from Top
Detergents, which is now No. 2. Its
success could be due to additional
dishwashing activities caused by
the increase in in-home cooking
and eating occasions as part of the
pandemic restrictions.
Within Personal & Beauty care
sector, Colgate maintains its No. 1
position with a significantly higher
shopper base than its rivals.
Dettol and Lifebuoy gained
substantially as people were
washing more hands due to COVID
-19 and were able to claim the No.
3 and No. 4 positions.
Local brand story
Farm Fresh
The Fastest CRP Gainer in 2020
Leading the way in growth
within the Liquid Milk
Category
Farm Fresh became the fastest-
growing brand by shopper base in
2020, gaining 800,000 new
shoppers. This is in addition to
almost doubling its CRP.
The dairy sector was one of the
main FMCG sectors that consumers
relied on for in-home consumption
during the Pandemic.
Farm Fresh was able to leverage on
this increased consumption
amongst repeat buyers and influx
of new shoppers by:
1. Building its presence within the
more mass-market ambient milk
format;
2. Creating product differentiation
between fresh milks and
recombined milks.
3. Smart retail strategy via home-
dealers, getting its products to the
consumer via a more convenient
channel.
4. Increased activation of flavoured
milks – particularly the growing
dates (kurma) space.
Farm Fresh is currently the No. 1
brand within the more premium
chilled format and is driving the
growth of the segment. Future
plans should be geared towards
becoming the No. 1 overall liquid
milk brand, which can be achieved
if the current momentum
continues.
Brand
Interview
Spokesperson
Geetha Balakrishna,
Business Executive Officer, Foods.
What makes MAGGI
unique as a brand?
MAGGI has been present in
Malaysia since the 1950s and is an
integral part of Malaysian home
life. Rooted in our strong heritage of
noodles and culinary solutions,
MAGGI has continuously responded
to the ever-evolving needs of meal
providers by putting consumers at
the heart of everything that we do.
The iconic MAGGI 2-Minute noodles
is the market leader in the instant
noodles category, while the MAGGI
culinary range continues to grow
thanks to our keen understanding
of the local cuisine and dish
landscape.
landscape.
What has been the key to
MAGGI’s success in 2020 under
COVID-19? Why?
COVID-19 brought changes in
consumer behaviour within the
food category due to the extended
periods of being confined at home.
There was a sharp increase in home
cooking during the lockdown period
and, more importantly for MAGGI,
there was an increased desire to
cook more authentic Malaysian
dishes as this was a way of
providing comfort to the family.
Moreover, it was also important to
support new cooks who were
cooking for the very first time and
needed a trusted ally in the kitchen.
Trying times brought out the best in
Malaysians and we noticed that
many people used food parcels and
supported home cooks as a way to
help those affected by the
pandemic. We realised it was more
pandemic. We realised it was more
important than ever that we went
beyond product, ensuring that the
brand had greater purpose. We
reflected this through our key
campaigns: MAGGI Cukup Rasa’s
Wanita Cukup Berani, advocating
female empowerment, and the
MAGGI Sah Malaysia campaign,
celebrating the country’s shared
love of authentic Malaysian food at
a time when everyone needed to be
reminded of the comfort and joy of
home-made taste. In a nutshell, we
needed to be there for our
consumers.
What did you do differently
during the pandemic, to keep
reaching consumers? And what
enabled you to do that in the
evolving environment of
COVID-19? (i.e. data, insights)
Digital media channels accelerated
at an increased rate during the
lockdown months, when consumers
could no longer eat out and were
forced to work from home, and we
saw a rise in the popularity of social
cooking influencers. We developed
a series of simple recipe ideas using
everyday ingredients that
significantly increased traffic to our
MAGGI website by +80% organic
traffic. We also leveraged high
search trends, for example ‘recipes
with egg’, to drive awareness and
usage of MAGGI Sambal Tumis,
which was launched just before
lockdown. This period also drove
increased adoption of ecommerce
and live-streaming that offered
purchase options. In order to stay
connected with our consumers, we
connected with our consumers, we
leveraged MAGGI’s social media
platforms to engage them and give
them recipe inspiration, for
instance using Facebook live-
streams to share tips and hacks for
moms working from home, who
had to manage cooking for the
whole family.
What consumer behaviour
has surprised you the most
during COVID?
The shift of grocery shopping to
online, with rapid adoption of
grocery delivery services, was
expected. The shift to proximity
shopping was somewhat
unexpected. What surprised us
most, however, was the growth in
categories that had been stagnant
for many years, but which suddenly
saw an increase in sales when the
pandemic happened.
Where do you see the FMCG
market and your category going
in the coming months (short-
term) and in the long-term?
With COVID-19 persisting, we
expect in-home cooking to remain
strong in the short- term and there
will be continuous demand for
instant noodles, cooking aids and
time-saving recipe solutions. In the
longer term, we expect out-of-
home to recover once the
COVID-19 vaccination is rolled out
to the wider population in the next
12 to 18 months.
Click here or press enter for the accessibility optimised version

Philippines
Philippines
2020 was a truly unique maintained their relevance
year as the Philippines went through continuous
into lockdown as early as communication and
mid-March. Whilst adaptation. With most
shoppers initially rushed to Filipinos at home, the
stores to stock up on fastest-growing brands
essentials such as hygiene grew by reaching more
products and food staples, shoppers and leveraging
the rest of the year was trends such as a growing
marked by an all-time low need for health, safety and
frequency of shopping – a immunity, more in-home
unique situation for the cooking and in-home
most frequent shoppers in snacking.
the world. Nearly a billion
shopping trips disappeared
in 2020 compared with
2019, reducing the
opportunities for each
brand to be purchased. In
this context, the highest-
ranking brands confirmed
their positions as essentials
in Filipino cupboards. They
maintained their relevance
Philippines
Top 10 most chosen brands in CRP
Attracting more shoppers
(increasing penetration) remained
essential in 2020. This is particularly
important in the current context
thanks to the range of quarantine
formats in the Philippines, which
have had a drastic impact on
mobility and, therefore, on
frequency of shopping. Our Top 10
brands confirmed their status as
essentials in Filipinos’ cupboards
and pantries.
Lucky Me, a local noodle brand,
continues to be the most chosen
consumer brand in the Philippines.
It was able to leverage the success
of instant noodles as an essential
stock-up item during the
pandemic. Due to its affordability,
Lucky Me is a growing choice and
has reached 98% of Filipino homes.
has reached 98% of Filipino homes.
Aside from its wide variety of
products, the brand also
communicated “Easy Pancit
Canton Recipes” to develop more
consumption occasions.
Silver Swan ranks 2nd in 2020,
moving one spot higher than in
2019. With families spending so
much time at home, in-home
cooking has gained even more
relevance and Silver Swan was a
primary choice of Filipino
primary choice of Filipino
households. The brand continues to
communicate recipes to use at
home, with a focus on classic well-
loved Filipino dishes.
Safeguard climbs to the 8th spot,
up from a previous rank of 16. Due
to the pandemic, health and safety
has become critical for shoppers.
Safeguard strongly leveraged this
need for anti-bacterial products,
even introducing new formats aside
from its bar soaps.
In Food, Bear Brand gains
relevance, climbing one spot in the
2020 ranking – consistently
highlighting health and immunity
in communications across its
portfolio.
Top 8 fastest growing brands in CRP
The brands in the top 8 fastest
rising brands have achieved success
via their ability to leverage
relevance during the pandemic and
attract more shoppers. Mostly
household staples for cooking,
snacking, and hygiene, these
brands adapted well to the
challenges of 2020 by highlighting
their role in shoppers’ lives.
Instant noodles were one of the first
products Filipino shoppers stocked
up on in the early weeks of the
pandemic. It is therefore no surprise
that our fastest riser is Payless, an
instant noodle brand, strongly
leveraging its value proposition to
reach an extra +2.3 million homes
in 2020.
With the increased importance of
health and hygiene, Bioderm, a
health and hygiene, Bioderm, a Mega Sardines achieved fast growth donated categories during
local soap brand, was also in a in 2020 by sustaining distribution lockdown. Mega Sardines also
strong position to grow, adding 2.3 efforts in key channels and expanded its channels by catering
million homes in 2020. highlighting value and versatility in to businesses and local government
its communications. Canned fish units, helping the brand reach an
Birch Tree, a powdered milk brand, were one of the most highly gifted/ additional 2.2 million homes.
continues to be among the fastest donated categories during
risers. From 9.6 million homes in
2019, Birch Tree added another 2.4
million Filipino homes in 2020.
Living up to its proposition as
“Everybody’s Milk”, Birch Tree also
recently launched its own Adult
Milk brand.
Eden, a cheese brand, leveraged
the increase in in-home snacking
and cooking/baking trends by
communicating more recipes,
highlighting the versatility of its
products.
Top 5 most chosen brands by sector

Coffee remains to be a staple in the
Filipino household led by Nescafe
and Kopiko.
Coca-Cola elevated its efforts by
providing assistance to small store
owners hit by pandemic
restrictions. This, together with its
strong brand equity and consistent
communication on in-home meal
occasions, enabled Coca-Cola to
occasions, enabled Coca-Cola to
reach more homes in 2020.
Powdered Milk and Choco brands
top the Dairy sector.
With consistent communication
around nutrition, immunity,
vitamins and minerals, these
brands continue to be more
relevant to Filipinos than ever.
Aside from Lucky Me, the top Food
brands are all staple condiments
and seasonings used for home
cooking.
Prolonged government restrictions
forced most Filipinos to stay at
home, boosting the role of in-home
cooking. Maggi tapped this
opportunity by communicating
new and diverse dish applications
to strengthen relevance of its
products.
Surf, Downy, and Ariel maintained
their places as the top 3 most
chosen brands in Home Care. As
health and hygiene became a
primary concern, these brands
highlighted anti-bacterial benefits
more in communications.
With limited opportunities to go out
in 2020, the Health and Beauty
sector was challenged as Filipinos
prioritize Food. Palmolive and
Sunsilk continued to communicate
to their shoppers with sustained
support through TV and digital ads,
particularly for core variants.
Local brand story I
Payless
Payless Instant Noodles achieved
impressive growth as the fastest
rising brand for 2020, driven by its
growing shopper base, which
increased from 6.8 million
households to add another 2.3
million homes reached (+35%
growth). Instant Noodles were in
high demand in the Philippines
during the pandemic, helping to
boost Payless’ performance as well.
Payless’ proposition played a large
part in its success. The brand
highlighted functional and affordable
benefits, with the message that the
brand is “Xtra Sulit” (extra
affordable/value for money), “Xtra
Sarap” (extra delicious) and “Xtra
Saya” (brings extra happiness).
Affordability is even more
important to Filipino homes as a
result of the difficult economic
situation caused by the pandemic.
With a more affordable price and a
bigger pack size than its leading
competitor, Payless attracted more
shoppers. For its Pancit Canton (dry
noodles) line, Payless has a range
of variants to cater to varied needs
and taste preferences of
consumers. Positioning the brand
as value for money yet still delicious
is proving to be a winning formula
for Payless.
Local brand story II

Nova

Nova, a snacking brand, was its strong position in these communicating work-from-home
among the fastest risers in 2020, channels, helping ensure and workout-from-home snacking
reaching 1.1 million more homes availability. occasions. The brand also further
and also maintaining frequency of highlighted its “4-fiber rich grains”
trips. Its manufacturer, Universal As Filipinos spend more time at ingredients making for a guilt-free,
Robina Corporation (URC), is the home, Nova rode on this trend by healthy snack at home.
leader in the Snacks category in the communicating work-from-home
Philippines. While the pandemic
brought challenges to
manufacturers such as stock and
supply issues, URC was able to keep
a hold on distribution.

The brand also adapted well to

changes in the channel landscape,
as the lockdown forced Sari-Sari
Stores to close. Hypermarkets and
supermarkets remained resilient
and Nova was able to leverage on
its strong position in these
Brand
Interview I
Spokesperson
Ampy Rio,
Chief Marketing Officer
of Nutri-Asia
What makes Silver Swan unique
as a brand?
Silver Swan has been serving
Filipino households for 80 years,
making it one of the most iconic
brands in the country. Its strength
lies in fully understanding Filipino
consumers’ palates, and this has
enabled the brand to continuously
produce culinary products with the
tamang-timpla that shoppers are
looking for. The brand is best
known for its #1 soy sauce, a
product expertly made using high-
quality soy beans that have been
delicately blended to perfection.
What are your challenges under
COVID-19?
The immense impact of COVID-19
on the country challenged Silver
Swan to pivot as fast as market
demands and consumer needs
were changing. But as a brand that
knew its core value of being every
housewife’s ally in the kitchen,
adapting with agility came
naturally. Despite being a mature
brand, it allowed itself to be led to
new spaces and platforms as it
continuously kept attuned to how
every Filipino was being reshaped
by the pandemic, without letting
go of its promise to bring quality
meals to households.
What did you do differently to
reach your consumers?
In 2020, Silver Swan embraced
change wholly. It stepped out of
traditional media and went full-on
in penetrating the digital space
with fresh communications. The
brand protected its reach through
old platforms, but expanded
outside of them, too, as it saw
opportunities in creating valuable
engagement in emerging channels
like TikTok.
Alongside that, Silver Swan also
displayed boldness in
communicating differentiated
themes: when most brands talked
about hope, the brand spoke of
entertainment. And by being quick
to act in following what Filipinos
wanted and where they were
headed when they were stuck at
home, Silver Swan enjoyed benefits
like being able to recruit new
consumers and building usage.
How did you utilise Kantar’s in brand building. There are a
Worldpanel data to stay relevant multitude of ways to reach
in these challenging times? consumers and myriad possibilities
Platforms like Kantar’s Worldpanel in sharing your brand story – both
connected brands like Silver Swan changing through time – but as
to their consumers as closely as long as the connection between the
anyone could get, especially when two is clear and precise, then it will
mobility was restricted. Seeing always lead back to fulfilled
consumption behaviour through objectives. In that regard,
numbers exposed issues and investments were placed where the
opportunities that the brand was brand could speak to consumers
able to leverage quickly and with most effectively, specifically
precision. It was also a tool that tailored for the period in which it
helped provide clearer pictures of was needed.
programme effectiveness in a
timely and structured manner, and
this proved to be very beneficial at
a time when test and learn
initiatives mattered significantly.
How did you split your focus/
investment between short-term
execution and long-term brand
building?
At Silver Swan, we are firm believers
that nothing is short- or long-term
in brand building. There are a
Brand
Interview II
Spokesperson
Ampy Rio,
Chief Marketing Officer
of Nutri-Asia
What makes Datu Puti unique as
a brand?
First introduced in 1975, Datu Puti
prides itself in delivering superior
quality and delicious sourness,
which has made it the country’s
no.1 vinegar brand. Datu Puti has
since established itself as a
condiment megabrand, with the
addition of Datu Puti Soy Sauce,
Datu Puti Fish Sauce, Datu Puti
Oysterrific Oyster Sauce, Datu Puti
BBQrrific Barbecue Marinade, and
Datu Puti Adobo Series. This has
cemented the brand as an iconic
provider of kitchen essentials that
are vital and integral to the
are vital and integral to the
everyday lives of the Pinoy.
What are your challenges under
COVID-19?
Recognising the impact COVID-19
had on reshaping consumer’s lives,
Datu Puti quickly pivoted to explore
new platforms that would enable it
to connect with consumers and
unlock shopper habits. Staying true
to its vision as a trailblazer,
authority and leader in the
categories it plays in, Datu Puti
spearheaded category
conversations, and fulfilled
consumers’ changing demands and
needs.
What did you do differently to
reach consumers?
Datu Puti amplified its consumer
reach by maintaining its presence
in traditional media and by
intensifying its presence in online
channels, capitalising on its strong
digital following. It executed
digital following. It executed
initiatives that engaged consumers
through strategic partnerships
designed to build usage and
consumption, even boldly
promoting non-culinary uses for its
vinegar, as a disinfectant for
example. In addition, the brand
entertained consumers at home
through a modernised version of its
iconic Mukhasim campaign, which
drove talkability and Pinoy pride.
How did you utilise Kantar’s
Worldpanel data to stay relevant
in these challenging times?
Kantar’s Worldpanel data is crucial
to Datu Puti’s ability to connect
with consumers. It helped the
brand to determine opportunities
for boosting consumption and
penetration, and capitalise on
them. Lastly, the data enabled the
brand to access the effectiveness of
its campaign.
How did you split your focus/
investment between short-term
execution and long-term brand
building?
Our brand goal remains the same:
to generate brand excitement,
product stickiness, and customer
affinity that results in sustainable
and scalable business growth, while
staying true to our vision. This
hinged on investing in insight that
would enable us to connect
effectively with the market, and
adapt to changing market trends
and consumer needs.
Click here or press enter for the accessibility optimised version

Taiwan
Taiwan
To ride on the trend of the consumer journey and
New Normal and grow link everything back to real
beyond Pandemic purchases to uncover your
next growth opportunity.
In 2020 Taiwan avoided the
worst of the impact of
COVID-19 compared to the
rest of Asia. The latest
FMCG Brand Footprint
ranking shows that many
winning brands thrived in
this unique year. Brands
won through agile
adaptation and disruption,
catering to growing
demand for convenience
and by accelerating
innovation to win new
consumers.

In an era driven by data,

Kantar is uniquely placed to
connect the dots through
the consumer journey and
Taiwan

Top 10 most chosen brands in CRP

Spotlight on Taiwan:
Safe & Healthy, Convenience,
Local Power and Retailer Rises
are the key themes for 2020 in
Taiwan.
#LocalGiants
Seven out the top 10 in the Brand
Footprint ranking are local brands,
successfully reaching more homes
than their international rivals,
especially within Dairy and
Beverage. While 1% penetration
represents 87,300 households, the
top brand, I-Mei, won over 7.8M TW
households in 2020. In retaining its
No. 1 spot, I-Mei also managed to
grow +8% in CRP year on year.
#ConvenienceWins
Covid-19 brought uncertainty to our
lives and this year’s ranking puts
frozen food brand Laurel at No. 9
with +7% CRP growth, thanks to
the trend for convenience. Laurel
not only expanded its frozen food
portfolio with many innovative
offerings, but also gained from the
desire for healthy and safe food
trend reflected in its
communications.
Top 10 fastest growing brands in CRP
Spotlight on Taiwan： #InnovationTrials
The most successful Food and
Safe & Healthy, Convenience, Beverage brands are those with a
Local Power and Retailer Rises strong innovation pipeline. Coke is
are the key themes for 2020 in particularly good in this area with
Taiwan. initiatives such as the city bottle
campaign, Yuan Cui has a strong
#RetailerRises NPD pipeline every year, and salty
Retailers drove growth in consumer snacks brand Cadina, launched
purchases via a digital approach – worldwide flavour and premium
apps, payments and CRM to link products to catch impulsive
the consumer journey. The top purchasers.
three fastest-growing brands were
retailers. This demonstrates that
private label is are now able to
meet consumers expectation and
get the balance between quality
and price right. In 2020 they were
able to recruit and drive repeat
purchases.
Top 5 most chosen brands by sector

Coca-Cola
Coca-Cola launched new
campaign in 2020 focusing on
Taiwan’s cities using local
languages to build strong
engagement with consumers. CRP
was up 14% year on year.
I MEI
As the No. 1 for Brand Footprint in
Taiwan, I MEI delivered a rise in CRP
of 13% year on year in Dairy
categories, including Plant-based
Dairy and Fresh Milk.
Laurel
As the leading frozen food
manufacturer in Taiwan, Laurel
helped consumers cook happily
and easily especially during
COVID-19. The brand saw
impressive growth with CRP+7%
year on year.
Sofy
Thanks to aggressive marketing
communication in the Femcare
category, Sofy attracted news
shoppers. CRP was up 3% thanks to
innovation in pads, liners and
tampons.
Andante
Andante has a portfolio of tissue
paper, kitchen paper and wipe
products at a reasonable price. Also
newly launched innovation product
– kitchen towel in interfold type
wins attention. Overall, the brand
boosted CRP by 22% in 2020.
Local brand story I

FamilyMart Collection
Fast Growing Retailer Brand within Consumer Choices

FamilyMart is the second largest additives to its private label since

CVS Retailer with more than 3800 2018. This fits with the health trend
stores in Taiwan and was top for which is becoming more and more
CRP growth in 2020. prominent in Taiwan.

The company has done a lot of

innovative work in recent years
offering a membership system,
online stock shopping with offline
pick-up in order to challenge 7-11.

Its private label covers most food

and non-food categories and has
driven penetration up from 21.1% in
2019 to 27.2% in 2020, boosting
CRP by 57%.

In addition, FamilyMart has applied

CLEAN LABEL, which uses less
additives to its private label since
Local brand story II

Yuancui
Fast Growing Beverage Brand in Consumer Choices

Yuancui (Real Leaf) is a RTD tea products but retains Yuancui’s core
brand launched by Coca-Cola in “real taste” strengths. It is endorsed
Taiwan in 2013. It started as the by Abe Hiroshi, a famous Japanese
first “no-food additive and actor, creating a strong leading
flavouring substances” tea brand to player in the sector with a healthy
build a healthy image in the food and tasty image.
and beverage market, including the
sugar-free tea segment. Yuancui
reached more than 32%
households in 2020 with 11% CRP
growth thanks to its product line
extension.

Starting from green tea with Yuancui launched a new series

Japanese high-quality image,
Yuancui now has nearly 10 flavours,
creating a fruitful product portfolio
that can satisfy shoppers’ diverse
preferences.
“Cold Brew” in 2020, which
positions the brand as premium
and features a smaller pack size.
Cold Brew successfully reaches a
different shopper profile to existing
products but retains Yuancui’s core
Brand
Interview I
Fast Growing Retailer Brand
within Consumer Choices
Now
What makes FamilyMart &
FamilyMart Collection a unique/
successful brand for consumers?
Based on our business philosophy
of putting our customers’
satisfaction first, we believe we can
grow with our customers in mind.
FamilyMart originated in Japan and
has successfully developed deep
roots in Taiwan.
roots in Taiwan.
Since the first store was established
in Taiwan in 1988, we have infused
the spirit of “dare to change” into
our corporate culture to face the
fierce competition in Taiwan’s retail
market. We innovate with a focus
on improving our management,
services, products and the
application of new technology.
Over the past 30 years, we have
been dedicated to differentiating
ourselves from our competitors as a
revolutionary leader in the retail
industry.
Looking forward, FamilyMart will
utilise technologies and data to
address consumer needs quickly. In
addition to providing physical
experiences, we will create an
online platform for customers to
use anytime, anywhere. Without a
doubt, FamilyMart will play a
significant role in people’s lives and
significant role in people’s lives and
become a leader in the technology-
FamilyMart’s history. This entire
campaign was only possible due to
led retail industry. the digital infrastructure that we
started to lay down in 2016, which
What was your biggest success enabled us to quickly communicate
in consumer communications in with consumers through our app.
2020 and why?
At 2:00 PM on April 16, 2020,
Taiwan’s Central Epidemic
Command Center announced for
the second time that there had
been zero COVID-19 cases reported
in a single day. At 4:00 PM on April
16, FamilyMart immediately readied
our app to push a “Buy One Large
Coffee, Get the Second for Free”
members-only promotional deal in
celebration. Members could
purchase their coffee in bulk and
pick them up at any store. The
event sparked a rush to buy, selling
800,000 cups in just eight hours.
Not only was this a successful use
of current events to stir up internet
publicity, it also drew in the highest
number of new members in
FamilyMart’s history. This entire
Challenge
What consumer behaviour
changes surprised you before or
after COVID-19?
Thanks to the COVID-19 epidemic,
low-touch shopping has become
the new post-pandemic normal. As
a result, physical stores have been
rapidly digitalizing their sales
platforms, moving them online,
and the growth of e-commerce
sales has defied expectations,
increasing by 16.1%. Online
shopping is slowly becoming
common place and consumers are
now accustomed to a new
consumption model that alternates
between online and offline
transactions. For convenience
stores, that means it is necessary to
break free of the mindset of
physical stores and to focus on
consumers by connecting online
and offline commerce to create an
Online-Merge-Offline (OMO)
experience.
What did you do differently
during or after the COVID-19
pandemic to reach your
consumers?
Convenience stores are the retail
outlets closest to consumers and
COVID-19 has not negatively
affected the number of walk-in
customers. But, after the
pandemic, LINE groups for regular
customers run by store managers
have become a new sales weapon.
There are more than 3,000
FamilyMart store managers running
LINE groups for their stores.
Managers can handpick products
tailored to their store customer
preferences and organize group
buying deals, which can be paid for
online through My FamiPay.
Managers can also directly allocate
Managers can also directly allocate
member points and receipts. Frozen
desserts and snacks are the most
popular in business districts,
whereas frozen home-cooked
dishes or semi-cooked products are
favored in residential areas. When
officials called for the public to buy
Taiwanese pineapples in March
2021, we ended up selling more
than 5,000 boxes of pineapples in
just one day through our store
manager-run LINE groups.
Future
How did you see the potential for
eCommerce development in your
industry?
Due to the sheer number of stores
and our proximity to customers,
convenience stores have acted as
the final stop for online shoppers to
pick up their purchases. The store-
to-store logistics model, made
possible by Taiwan’s dense logistics
network, has also been used by
various online shopping platforms
and small business sellers, allowing
buyers to collect their goods at a
nearby location, anytime. In
addition to this, convenience stores
have also begun to establish their
own online shopping platforms in
recent years to provide one-stop
logistics, cash flow and information
flow services for small sellers. These
developments have energized and
expanded the overall market for
community eCommerce.
Where/ which area you see
opportunity or innovation for
your brand, category?
In response to the long-term trends
of population ageing and the
shrinking family structure, as well
as stay-at-home orders due to last
year’s epidemic, consumer demand
for frozen food has grown rapidly.
FamilyMart’s overall frozen food
sales increased by 30% in the last
year. In 2021 Q2, we launched an
eCommerce platform dedicated to
frozen products and began offering
frozen food in-store shipping and
pick-up services. At the same time,
we will continue to seek out co-
operative opportunities with large-
scale e-commerce platforms to
satisfy the cold-chain logistics
demands of consumers and small
frozen goods sellers.
Brand What makes Coca-Cola a
unique/successful brand among

Interview II consumers and what was your

biggest communications success
in 2020 and why?

The most beautiful way that

Coca-Cola embraces and unites
people in Taiwan

Coca-Cola is the leader of the

sparkling drinks category in Taiwan,
Fast Growing Beverage leading the expansion of market
Brand within Consumer with consecutive growth for years.
Choices Coca-Cola Taiwan has been
keeping its ambition to recruit
consumers broadly and increase
brand love. In 2020 summer, once
again, the company launched an
impressive culturally resonating
campaign – City Pack and Taiwan
Pack to uplift Taiwan people with
wonderful results.
Despite the fact that Taiwan has
been divided by different points of
view, Coca-Cola believes its role is
to uplift and unite what divides
to uplift and unite what divides
local people in a beautiful way.
These efforts start with a well-
known saying: “The most beautiful
scenery in Taiwan is its people.” The
campaign saw Coca-Cola embrace
the differences of Taiwanese via the
diverse beauties of 10 different
cities and united them all through
the beauty of the “human warmth”
its people all share.
“Different Cities, Different
Beauty. Cities are Beautiful
Because of You.”
A city is not just a collection of
landmarks, food, or arts; instead, it
is made up of the people living
there. People are the ingredient
that makes culture happens. Every
city has a unique flavour of its own,
created by the diverse people living
there. The City Pack Series includes
there. The City Pack Series includes
a total of 10 cities, captured and
personified.
Trendy Taipei, Diverse Taoyuan,
Diligent Hsinchu, Generous
Taichung, Genuine Chiayi, Foodie
Tainan, Passionate Kaohsiung,
Lively Yilan, Dainty Hualien, and
Optimistic Taitung. Every pack
design has hidden elements for
consumers to explore.
A dynamic brand needs to involve
different voices and engage with
people to make this approach a
cultural success. For this campaign,
initiatives included a rap song to
highlight local insights and we co-
created a new map full of local
insights. Both attracted positive
feedbacks from consumers.
“Taste the Shared Beauty of the
Human Warmth. Taiwan is
Beautiful Because of You.”
Living on the same island, people
share the same traits. “Human
warmth” is the essential beauty of
the people living on the island and
its most beautiful scenery. An
anthem film describing the most
beautiful scenery received
enthusiastic responses and went
viral in two weeks with a reach of
five million. One of the organic
posts inviting consumers to share
their “human warmth” stories also
went viral with 1,500 comments in
a week with no incentive.
We achieved an extraordinary
result, =with double digits market
value growth up to June 2020. Coke
still leads the category for Brand
Love, while frequency and
recruitment both increased to
reflect the good health of the brand.
Click here or press enter for the accessibility optimised version

Thailand
Thailand
2020 was an
unprecedented year for all
of us. FMCG is no exception
to that. We observed a lot
of changes in consumer
habits, visiting visit physical
stores less often but spend
more on each visit.
Shoppers also purchased
more categories for their
household, especially from
food and hygiene sectors.
Due movement control
orders, people stayed at
home more, which helped
many food brands to grow
via increased in-home
consumption.
found ways to grow much
faster than their rivals and
move up the CRP charts. A
good example is Farm
Fresh, which maintained
high loyalty and grew its
shopper base significantly.
We predict that in-home
consumption will still be in
growth over the next 12-18
months as people continue
to spend more time at
home than in previous
years.

Despite the general growth

trend for FMCG , there are
some clear winners who
found ways to grow much
Thailand

Top 10 most chosen brands in CRP

It is no surprise that Food and
Beverage brands maintain their
grip on the ranking of the most
chosen FMCG brands in Thailand
benefitting from high frequency of
usage, which significantly increases
their Consumer Reach Points
(CRPs) in a year.
Traditionally, to feature in the top 3,
brands must perform well in both
penetration and consumer choice,
and 2020 was no exception.
exception and its CRP declined by
5%. However, it still has a 7 million
CRP gap with the 2nd Brand in the
market.
Mama took the 2nd position again
in 2020. As the leading instant
noodles brand, it didn’t suffer any
noodles brand, it didn’t suffer any
loss of CRP during COVID thanks to
the rise in in-home dining
occasions. Eight out of 10 Thai
households purchased the brand
last year so in order to close the
gap with No. 1, it has to improve
gap with No. 1, it has to improve
consumer choices.
In the take-home market
(excluding out of home
consumption), Lay’s boosted its
popularity during the COVID
pandemic, gaining more CRP. It is
the only brand in the top 10 that
recorded the positive growth in
CRP.

Dutch Mill secured the No. 1

position, and it is the most chosen
brand among FMCG brands. As a
result of COVID, the number of
shopping occasions has declined
and most brands’ CRP decreased
during the year. Dutch Mill was no
exception and its CRP declined by
Top 10 fastest growing brands in CRP
Many of the fastest growing brands shares innovative recipe ideas that
are within the Food & Beverage extend beyond Indonesian cuisine.
sector as COVID-19 boosted in-
home consumption of beverage,
snack and food products. C-Vitt
features in the Water Plus category,
a new segment of Water with
additional health benefits. It was
growing even before the pandemic,
but the brand enjoyed the
continuous growth during the year
as focus on health grew stronger
during the pandemic. The growth
of Aroy-D, a coconut milk brand,
also represents the increased level
of in-home cooking during the
COVID-19 crisis. Thai herbs in its soap bars and it including MSG, meal makers and
continues to grow year after year coconut milk, attracting more than
More local brands made the fastest despite a premium price. 2.5 million households in 2020. In
growing brands list than addition to new communications
multinational brands. Bennett is a Sasa successfully generated growth designed to appeal to younger
good example, featuring traditional across cooking aid categories consumers the brand regularly
Thai herbs in its soap bars and it including MSG, meal makers and shares innovative recipe ideas that
Top 5 most chosen brands by sector

Thai consumers chose Nescafé 135

million times last year, enabling the
brand to take the No. 1 spot again
in the take-home beverage market.
With the decline in shopping
frequency, all top 5 beverage
brands suffered CRP decline.
However, two coffee brands,
Nescafe and Birdy, managed to
boost penetration year on year.
Dutch Mill’s penetration and
consumer choice are significantly
much higher than most other
brands, ensuring it maintains the
No. 1 position in the FMCG and
Dairy sectors. Yakult has one of the
highest consumer choice scores but
lower penetration is holding it back.
Brands that want to grow and
improve their ranking must increase
both penetration and consumer
choice.
Top Food brands have relatively
higher CRP than other sectors and
there are four brands with more
than 100 million CRP. During the
COVID pandemic, food brands
suffered the least impact on
consumer choices since in-home
snacking and dining occasions
increased. This helped the top 2
brands, Mama and Lay’s, avoid
CRP decline.
Hygiene secured the No. 1 position
in 2020 by wining on CRP against
competitors, especially in the fabric
softener category. In the fabric
detergent market, OMO won on
consumer choices and was the only
brand with positive CRP growth
among the top 5.
It will be interesting to see how
much additional CRP OMO can find
with its new dish wash detergent, a
brand extension that takes it into a
new category.
Colgate is the clear winner in
Health & Beauty sector for another
year and both its penetration and
consumer choice showed a wide
gap with rival brands. Most top
brands in suffered a loss of CRP as
Thai shoppers cut down on
shopping frequency during COVID.
Nivea, which operates in a range of
Health & Beauty categories,
managed to find growth to balance
out any losses and was the only
brand among top 5 that didn’t
record a CRP decline.
Local brand story

Dmalt
The fastest growing brand in the dairy sector

In the year of the pandemic, Dmalt
managed to gain CRP faster than
any other dairy brand. It succeeded
not only in expanding its buyer
base, but also in creating a higher
number of purchase occasions.
Behind Dmalt’s great achievement
was its ‘5THB 10THB’ campaign,
which it ran throughout the year at
PVS nationwide to help combat
post-COVID recession. This pricing
strategy brought opportunities for
Dmalt to win more purchases in a
time of economic difficulty.
giving away over two million
product items across Thailand.
In addition to its effective buyer
recruitment strategy, Dmalt
emphasised the benefits of its
products in strengthening immune
systems against COVID, and
utilised its powerful distribution
network as a direct sales channel
to deliver goods during the
lockdown period.

Dutchmill, Dmalt’s parent

company, also enhanced its brand
image through corporate social
responsibility (CSR) initiatives,
giving away over two million
Brand
Interview
Spokesperson
Uthai Thanesvorakul,
Chief Executive Officer,
I.P. One Co., Ltd.
What makes Hygiene unique?
It has been nearly 50 years of
unrelentless commitment since the
I.P. One company started operating
in Thailand. We have always been
determined to deliver only high-
quality products through our
innovation and development, with
the ultimate purpose of helping to
improve quality of life for Thais. We
continuously conduct consumer
research and studies to help us
understand consumer behaviour
and the ever-changing needs of
Thais. Through innovation, utmost
care and attention to the details,
we are confident that our products
we are confident that our products
not only meet our consumers’
expectations but also delivering
superior usage experience.
Hygiene is the only brand in the
Thai market that currently offers
products covering the complete
range of fabric care. We are able to
satisfy every stage of laundry
process, whether the pre-treat,
detergent, fabric softener or ironing
starch; and we also include fabric
freshener. This range allows us to
satisfy our various diverse
consumer segments and Hygiene is
not only embraced by Thai
consumers but is also recognised in
other international markets.
What were your challenges &
biggest success in 2020 under
COVID-19? Why?
The most prominent challenge in
2020 was to accommodate the
developing uncertainty resulting
from the pandemic. The market
from the pandemic. The market
and consumer behaviour has been
ready, hard-working and dedicated
team.
hit hard by the crisis and demands
have fluctuated. The crisis has also We consistently monitor and assess
influenced our customers’ and the situation on a day-to-day basis.
business partners’ ordering All our departments, including the
behaviours. Other challenges Commercial team, R&D,
include the volatile market as well Production, Supply & Demand and
as fierce price and promotion Corporate Services, worked in
activity. tandem to serve our consumers’
fluid needs in the most agile, timely
Our biggest success is maintaining and effective fashion. It’s thanks to
Hygiene’s growth, not only staying this great team effort that our
in the positive territory but also the business has been able to sail
highest amongst brands in fabric through this storm with such flying
softener category. And for the third colours.
consecutive year, Hygiene
continues to be the No. 1 Most
Chosen Brand in the Home Care
category.
The vital elements that maintained
our ongoing success include our
great quality products line-up,
which consistently satisfy our
consumers, and our resilient, ever-
ready, hard-working and dedicated
What did you do differently
during COVID-19 pandemic, to
still reach your consumers? And
what did enable you to do that
in the evolving environment of
COVID-19? (i.e., data, insights)
Thanks to our extensive product
portfolio, we have been able to
adjust our strategies by focusing on
and prioritising the fabric care and
homecare categories with
disinfecting and good-hygiene
attributes during this crisis.
We also conducted the CSR
campaign “Message to Hero”;
sending words of
encouragement and thank you
messages, along with our fabric-
care/home care products to the
healthcare professionals and
healthcare volunteers across
Thailand.
In 2020, we launched the latest
concentrated fabric softener
product in our “Feel Good series”.
Thanks to our innovation. for the
very first time a concentrated fabric
softener is able to deliver not just
fragrance but also mood-shifting
experiences – making users feel
happy and relaxed. This product
was well received by consumers.
How did you utilize Worldpanel
data in order to stay relevant
and resilient in the challenging
time?
At IP One, “Being Insightful” has
always been one of our core values.
We operate our business based on Kantar's Worldpanel data has
data and insight utilisation from proven to be a very useful source,
various sources and also by data which has been helping us
connection and deep analysis. understand consumer spending
These insights feed into our behaviour. It also allows us to
strategic marketing approach and dynamically develop and modify
lead to effective action plans. our strategies as well as execution
plans to better respond to the
evolving market.
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Vietnam
Vietnam
Vietnam in-home FMCG
market hit a five-year high
as a result of COVID-19
pandemic in 2020. We
witnessed a clear shift
among Vietnamese
consumers towards
essentials, cooking and
hygiene as well as a shift
from out-of-home to in-
home occasions. As such,
food sector was the biggest
winner last year, and
therefore, all the rankings,
especially the top risers, are
dominated by food brands.
Also, penetration is still
king! Growing consumer
base remains the key driver
for brand growth while
innovation plays an
important role in attracting
new consumers, something
new consumers, something
we see in common across
many of the fastest
growing brands.
2021 will pose challenges. In
order to grow, brands need
a constant understanding
of ever-changing consumer
behaviours and must move
quickly to respond to new
trends, whether they are in
terms of evolving expected
product benefits
(convenience, health or
value for money, for
example) or in terms of
channel choices (such as e-
commerce or minimarkets).
Vietnam

Top 10 most chosen brands in CRP

Top 10 fastest growing brands in CRP
The key factor that has driven Among the top 10 in Rural Vietnam,
growth among our top risers is Omachi is ranked No.1 in CRP
the ability to attract as many growth. The brand now has
consumers as possible. reached almost one third of rural
households, growing its consumer
Overall, food sector which was the base by 17% in 2020. Omachi also
biggest winner in 2020 dominates performs well in Urban areas,
the top 10 fastest growing brands, staying in 5th position. This has
driven by the increased demand of been achieved thanks to constant
foods for in-home occasions as a innovation designed to excite
result of the impact of COVID-19. Vietnamese consumers via new
variants such as Bo Ham Xot Vang,
Vifon – The No.1 recruiter among the Mi Tron Spaghetti, etc.
top 10 risers in Urban 4 key cities
enjoys a robust growth of 33% in
CRP. With a raft of new launches in
2020 offering consumers a wider
range of flavours, the brand has
seen a significant expansion in its
consumer base, with a quarter of
Vifon’s consumers new to the brand.
Top 5 most chosen brand owners
The top 3 most chosen FMCG brand
owners remains the same as 2019’s
ranking with Vinamilk and Unilever
securing their leading position in
Urban 4 key cities and Rural
Vietnam respectively.

Within the top five, Unilever and

Masan Consumer are the two
manufacturers that sustain CRP
growth in both Urban 4 key cities
and Rural Vietnam.

In Urban 4 key cities, Nestlé has

grown the number of occasions its
products are being chosen by 3% in
2020. Meanwhile, Calofic is the
rising star in Rural areas, posting
the fastest growth rate among the
top 5, with a rise of 15% in CRP.
Top 5 most chosen brands by sector
Unilever dominates health and
beauty sector with three out of the
five most chosen brands in Urban 4
key cities and completely leads the
rural ranking by owning all the top
5 brands.
With consistent communication
around nutrition, immunity,
vitamins and minerals, these
brands continue to be more
relevant to Filipinos than ever.

Remarkably, Lifebuoy – a Unilever

brand – is not only the fastest-
growing brand among the top five
but also acquired the greatest
number of additional households in
both Urban 4 key cities and Rural
Vietnam. The brand has benefited
from marketing communications
and innovation that responds well
to “antibacterial” and “hygiene”
demand among Vietnamese
consumers during the health crisis.

Powdered Milk and Choco brands

top the Dairy sector.
With consistent communication
The top three most chosen home
care brands are led by Unilever
names. Sunlight and Omo have
come into the homes of more than
half of Vietnamese families in both
Urban 4 cities and Rural Vietnam
during the year.

In Rural areas, Sunlight safely

retains the no.1 position in the
ranking, attracting more than
330,000 incremental households.
Additionally, it is the fastest-
growing brand in terms of CRP
among the Top 5 in the home care
sector, thanks to its new launches
focusing on natural ingredients –
one of the rising consumer trends in
Vietnam.
Hảo Hảo and Nam Ngư preserve
their hold position as the most
chosen food brands in Urban 4 key
cities and Rural Vietnam
respectively.
consumption, the brand enjoys the
highest CRP growth among the top
five.

Maggi from Nestlé enters the top 5

brands being bought most in Urban
4 key cities for the first time. Thanks
to the expansion of its product
portfolio into the chili sauce
market, capturing increased
consumer demand for in-home
consumption, the brand enjoys the
Despite beverage sector being
heavily affected by COVID-19 in
2020, Coca-Cola managed an
impressive performance. The brand
not only holds on to its 1st place in
the urban ranking but also moves
up to No. 3 in the rural ranking,
sustaining CRP growth in both
Urban 4 key cities and Rural
Vietnam.

Beside Coca-cola, Nescafé from

Nestlé is the only other brand to
feature among the top 5 most
chosen beverage brands in both
Urban 4 key cities and Rural areas.
The brand has gradually expanded
its consumer base in Rural areas,
leading to a healthy growth of 6%
in CRP.
Sweetened condensed milk has had
a successful year in 2020 with both
Ngôi Sao Phương Nam and Ông
Thọ among the top 5 ranking in
dairy and dairy substitutes, growing
well in terms of CRP across Urban 4
key cities and Rural.

TH True is another brand achieving

a good performance in Urban 4 key
cities also, increasing CRP by 7%.
The brand successfully added more
than 100,000 additional
households to its consumer base
during the year, reaching more
than half of urban households in
2020.
Local brand story I
Cosy
A market leader in Biscuits in terms of CRP
Cosy is the long-standing market
leader in the biscuit category
thanks to its well-known offerings,
affordable price and wide
availability.
2020 was a challenging year for the
whole economy, including FMCG as
consumers behaviours changed
dramatically. Consumers were
more budget conscious due to the
impact of job cuts and salary
reductions. At the same time, they
needed to stock up with more food
during times when they had to
quarantine.
Cosy leveraged its strength as “good
for everyday usage” to approach
consumers aggressively and
relevantly in both online and offline.
Based on the insight that,
Based on the insight that,
consumers were likely to stay at
home and spend more time with
media such as TV and social, Cosy
pushed a much higher weight on TV
to ensure Cosy was the top choice
when it came to consideration for
stock-up.
The brand also promptly changed its
social campaign direction with “Liven
up Vietnam”, which encouraged
people to stay positive while at home
with Cosy‘s challenges series.
At the same time, Cosy flawlessly
expanded distribution widely and
increased stock-weight significantly
across channels to meet consumer
demand for higher basket size per
trip.
While strengthening its core brands
(Cosy Marie & Cosy Wafer), Cosy also
offered a more elevated taste
experience to consumers with a more
premium segment named “Cosy
Wonderfulls Chocolate & Oat”, which
added considerably an incrementality
to Cosy‘s value sales in 2020.
Thanks to all these efforts, the
number of times that Cosy
products were chosen in 2020 grew
at a double-digit rate in both Urban
4 key cities and Rural Vietnam. The
brand also made a huge jump in
penetration in Rural areas (almost
+5 percent point) within a year,
entering the top 10 fastest-growing
brands in food sector.
Local brand story II
Omachi
One of the fastest growing food brands
Omachi is the first noodle brand to
establish itself with a clear positioning
that addresses consumers’ concerns
around increased body heat from
eating dried noodles: ‘Omachi potato
noodles - delicious without fear of
heat’. This unique market position has
solved one of the industry’s biggest
unmet needs, and has been
communicated consistently for 10
years, leaving a strong and ingrained
impression in consumers’ minds.
COVID-19 has brought great
challenges and opportunities for the
convenience food industry, including
Omachi. Major changes in consumer
behaviour have required the brand to
be constantly creative and adaptive.
Netflix, TikTok, Facebook and YouTube
have all become more important
have all become more important
during the pandemic, almost
replacing the role of traditional TV
marketing for young customers aged
from 18 to 25 – the segment that
Omachi is aiming to conquer. This
meant Omachi needed to ‘rejuvenate’
not only its brand, but also the way it
communicated to quickly adapt to
new lifestyles.
2020 also brought a huge opportunity
in terms of users of mainstream
noodle brands upgrading to Omachi,
making a major contribution to its
success.
In addition to its consistent positioning
and flexible brand communication,
Omachi made two major operational
adjustments to cope with the
pandemic situation. Innovation was
the first key change, with the brand
the first key change, with the brand
rapidly and continuously expanding
its product portfolio to better satisfy
the needs of consumers. The second
was a focus on retail investment, with
modern trade as priority, in
anticipation of the changing shopping
behaviour of young customers.
Omachi’s timely response and
effective execution led to great
success in recruiting new buyers,
especially in urban 4 key cities
(+10%), and double-digit growth in
consumption during the year. This
elevated it to the position of fastest
growing brand in CRP in rural
Vietnam, and the second fastest
growing brand within the food sector
in urban 4 key cities.
Brand
Interview
Spokesperson
Bui Thi Thanh Huyen,
Chief Marketing Officer,
Universal Robina Corporation
Vietnam
What makes C2
unique as a brand?
C2 has been established since 2006
in Vietnam as the leading brand in
the ready-to-drink tea category.
The brand is unique in the way it
seeks to win consumer preference:
C2 stands for Cool and Clean. It is
made from 100% natural tea leaves
sourced from the Vietnamese
highlands, brewed and bottled in
the same day, delivering the great
benefits of tea in a refreshingly cool
taste that has earned the approval
of the young Vietnamese
consumers. With a strong focus on
consumers. With a strong focus on
innovation, we have been working
hard to innovate C2 with several
new product offerings, the latest
launches are C2 Plus Immunity and
our new Summer limited edition
variants: C2 Tea Starfruit Honey
and C2 Icy Lemon are inspired by
Vietnamese cuisine and culture.
What were your challenges &
biggest success in 2020 under
COVID-19? Why?
COVID-19 has had a huge impact
on consumer behaviours, posing
big challenges for all beverage
manufacturers. We believe that by
focusing on providing greater value
and greater satisfaction in every
single bottle we send out to the
market, investing to strengthen our
brand love, and constantly
innovating, we can grow and win
the support of the Vietnamese
consumers. Despite the impact of
the pandemic, over the last 12
months, we have introduced four

months, we have introduced four
new products to the market.
COVID-19 cannot stop us from
better serving our consumers every
single day.
What did you do differently
during COVID-19 pandemic, to
still reach your consumers? And
what did enable you to do that
in the evolving environment of
COVID-19? (i.e., data, insights)
The pandemic forced us to rethink
and reinvent the ways we connect
with our consumers. A few
examples: when consumers had to
stay at home more and consumed
more at home, we introduced a
new bigger pack size to provide for
in home and family consumption.
in home and family consumption.
When youngsters got bored at
home during the national lock
down and looked for new
experience, we launched a digital
campaign called the
#C2pyjamachallenge, encouraging
our consumers to stay at home
while sharing their cool moments to
C2 community. Keeping pace with
our consumers’ behaviour changes
at this unprecedent time is the top
priority for C2.
Where do you see the FMCG
market & your category going in
the coming months (short-term)
& in the long term?
We have witnessed a slight
recovery recently in the FMCG
market and Beverage category.
However, this recovery is fragile,
depending on how successful the
Vietnamese government handles
the COVID situation. Household
incomes, the spending power and
the consumers’ confidence level are
the consumers’ confidence level are
other factors that impacts this
recovery. The full recovery of FMCG
and Beverage may take months or
even years.
We have seen lots of change in
the way we behave due to
COVID-19. Which changes in
behaviour do you think will be
long-term?
The latest Kantar's 2021 Vietnam
Insight Ebook pointed out that
COVID-19 has made health the top
priority for our consumers. This
implies a profound change in the
way consumers think, judge, and
decide which products they
consume. To continue to win the
approval of our consumers in the
long term, we need to understand
these changes in depth, and act on
it.
Click here or press enter for the accessibility optimised version

5 Key Levers
for Brand Growth
5 Key Levers for Brand Growth
Click here or press enter for the accessibility optimised version

What is Brand
Footprint
The categories
The complete ranking comprises five global FMCG
sectors – Beverages, Food, Dairy, Beauty and
Personal Care, and Homecare – tracked by
Kantar’s Worldpanel consumer panels. Fresh Food,
Batteries and Pet Food are not included in the
global ranking. All data relates to purchases
brought into the home to be used or consumed
there.
The data period
The Brand Footprint ranking is based on data
collected over the 52-week period between
November 2019 to the end of October 2020.
Criteria of eligibility for a brand to
appear in the Global ranking
markets plus only one other continent it will not
be considered global.
Brand Definition
Brand Footprint only covers consumer brands;
retailers’ own-label brands are not included.
Brands listed include all variants, categories
and formats that sit within them – for instance
Pantene includes all of its shampoo,
conditioner, hair treatment, hairspray and hair
oil products. Brands sold under different names
in different countries are considered as
individual brands – for instance Tide and Ace.
However, for brands with a name that has been
directly translated into a local language, for
example Mr Muscle and Mr Músculo, both are
counted as the same brand.
Data source
Brand Footprint is a Kantar initiative.
Thanks to our partnerships we have been able
to offer countries outside of the Kantar footprint
Data for Austria, Belgium, Czech Republic,
Denmark, Germany, Hungary, Italy,
Netherlands, Poland, Romania, Russia, Slovakia
and Sweden was provided by GfK
Data for Australia and the USA was provided by IRI
Data for Japan was provided by Intage
Kantar in collaboration with CTR in China

Only global brands are analysed to create the The ‘universe’

global Top 50 Ranking. To be considered as
global, a brand must be available in at least The data collected covers 73% of the global
two continents. Data collected from Egypt, population across 54 markets, and 89% of
Ghana, Japan, Kenya, Morocco, Nigeria and global GDP.
UAE is not included in the global ranking, and
therefore if a brand is present in any of these
markets plus only one other continent it will not
About this report
The 2020 rankings include more countries than
ever before. One new country, Australia, has
been added for our most complete global view
ever.
There may also be small changes in the data
reported for Czech Republic, Hungary,
Indonesia, Malaysia, Poland and Russia due to
ongoing panel enhancements and data
restatements.
We have continued to ensure the brand and
category definitions used are identical across
countries, and continuously improved our
product classification.
The overall result is that this year’s ranking is
our most comprehensive and accurate
reflection of global Consumer Reach Points.
About Kantar Find out more
Kantar is the world’s leading evidence-based If you’d like additional information on Brand
insights and consulting company. We have a Footprint, please get in touch with your usual
complete, unique and rounded understanding Kantar contacts or email:
of how people think, feel and act; globally and
locally in over 90 markets. Charles Chow
Head of Marketing, Asia
By combining the deep expertise of our people, Worldpanel Division
our data resources and benchmarks, our charles.chow@kantar.com
innovative analytics and technology, we help
our clients understand people and inspire Nguyen Thi Nhu Ngoc
growth. Project Leader
Senior Marketing Manager, Vietnam
Worldpanel Division
Explore the data nhungoc.nguyenthi@kantar.com
You can access this year’s Brand
Footprint data for all markets and sectors
online. Learn more about your brand’s
global footprint and the most chosen
brands in your sector and market.
Click here or press enter for the accessibility optimised version

Food for thought

Explore our publications and discover
our offer to find out how do we help brands grow.
Food for thought

ASIA Pulse #1 Omnichannel Asia Brand Footprint ASIA Pulse #2

March 2021 2021 2020 June 2021
Like to know how to make
the data come alive
for your brand?
Specially for online data
Online was again the fastest
growing channel in the world in
2020, more than doubling its rate
of growth, with growth seen
everywhere and the channel set to
continue gaining share this year
and beyond.
Understanding brand performance
within the channel is needed in
order to remain competitive or risk
being left behind.
Specially for OOH data
In-home FMCG sales grew at 10%
in 2020, on the surface it looked like
a very positive year for the industry.
The reality is that much of this
growth was due to out-of-home
consumption occasions moving to
in-home, and the combined in-
and-out view paints a very different
picture, with the food and drinks
sectors seeing a fall in value.
Understanding the in-and-out
brand performance is vital for the
full picture.
Kantar is offering a 10 slide
PowerPoint presentation to
bring the Brand Footprint
dataset to life, explaining global
performance and help identify
future opportunities for growth
for your brand. For more
information kindly contact
CONTACT ME
Click here or press enter for the accessibility optimised version

For more information, please contact

Charles Chow
Head of Marketing, Asia
Worldpanel Division
charles.chow@kantar.com
-----
Nguyen Thi Nhu Ngoc
Project Leader
Senior Marketing Manager, Vietnam
Worldpanel Division
nhungoc.nguyenthi@kantar.com

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