1、Click here or press enter for the accessibility optimised versionASIABRANDFOOTPRINT2024Decoding brand choicesin across AsiaClick here or press enter for the accessibility optimised versionWelcome toAsiaBrandFootprint2024Welcome to the 2024edition of BrandFootprint Asia.This report unveils the brandc

2、hoices made by the regionsshoppers in 2023,using KantarWorldpanels unique ConsumerReach Point(CRP)methodology.This combines data on population,penetration,and consumer choices(frequency)to determine the most-chosen brands.This year,we examine the brandchoices of 11 Asian markets wherewe operate our

3、consumer panels,covering 85%of the regions GDPand more than 4,500 brands.In addition to this regional report,which provides a consolidated viewof Asias key markets,you can readour market-specific local reports toget a zoom-in view of howconsumers within each countrypurchase FMCG brands.In 2023,as th

4、e world started torecover from COVID-19,the totalvalue of the global FMCG sectorgrew by 8.6%.However,inflationsoon began to impact the Asianmarkets,and as a result the regionsaw stable growth of 3.7%,whilespend per household remained flatat US$828,an increase of 1%.Asian consumers favour localbrands

5、 which account for a 77.6%share of the regions total CRPs especially in North Asia(81.6%)and South Asia(81.4%).North Asia:Navigatingthe New DynamicsThe North Asian countriesshowcase major shifts in consumerbehaviour and market dynamics.Chinas FMCG market isexperiencing a moderate recovery,with a foc

6、us on innovation andadapting to changing shopperpreferences.Taiwan has seen a move towardsmore social and active lifestylespost-COVID-19,and this hasinfluenced spending habits.Economic challenges and inflationhave led to conservative consumerbehaviour in Korea,impacting bothfood and non-food sectors

7、.Southeast Asia:Embracing Change andInnovationIn the Southeast Asian markets,theFMCG industry is demonstratingresilience.Indonesia is showingsigns of recovery,with volumegrowth starting to come back afterthe high price inflation of theprevious year when volumes werestagnant.There is also a renewedem

8、phasis on delivering value toconsumers,and innovation inproduct offerings.In the Philippines,the contributionmade by volume to FMCG growth ison the rise.While cash outlayremains an importantconsideration for shoppers,they arealso looking for new forms of value.Malaysia faces challenges frominflation

9、,which is driving brands toinnovate and improve consumerengagement strategies.Aslowdown in Vietnams economyhas pushed household shoppinghas pushed household shoppingbehaviour toward a decline inpurchased volume,despite inflationeasing towards the year-end.South Asia:DiverseMarkets,DiverseStrategiesT

10、he South Asian markets reflectdiverse growth patterns andevolving consumer preferences.Growth and diversity in shopperchoices are highlighted in IndiasFMCG sector,with brands adaptingto changing market dynamics.Bangladesh is grappling withinflation,which is influencinghousehold spending habits towar

11、dsa focus on essential items.Sri Lanka shows signs of recoveryfollowing a period of economicturmoil,with consumers prioritisingvalue and innovative product offeringsamidst ongoing financial challenges.How do brands grow?In this report,we are introducingKantars new Blueprint for BrandGrowth framework

12、.Through ourresearch,we have found thatbrands grow by being meaningfullydifferent to more people.Brandsmust identify how to promotestronger functional and emotiveconnections,and define strategicopportunities to build difference.We have decoded the three growthdrivers of brand growth:Predispose More

13、People:Increase purchase probability bybuilding the right perceptions tomake your brand mentallyavailable and meaningfullydifferent.Be More Present:Optimisemarketing investments in thecustomer journey,range,distribution,pack,pricing,promotions,and other activitiesYou can read the brand stories inour

14、 reports to understand howbrands are putting these growthaccelerators into action.We hope you enjoy reading thisreport as much as we enjoyedcreating it.promotions,and other activitiesto capture consumer choices.Find New Space:Identify newmotivations,occasions,categories,and services toexpand into wi

15、th meaningfullydifferent innovation andcommunication.Click here or press enter for the accessibility optimised versionWhat isBrand FootprintThe Brand Footprint report isKantars Worldpanel annualranking of the most chosen FMCGbrands worldwide.It employs a unique metric knownas Consumer Reach Points(C

16、RP)tomeasure and compare the successof brands across different marketsand regions.One CRP represents asingle instance of a shopperchoosing a brand,integrating dataon population,penetration,andfrequency to provide a holistic viewof brand performance.Every strategy,campaign,andmarketing investment con

17、verge ata pivotal moment the shoppersfinal choice.Our rankings distinctlycapture this moment of truth,capture this moment of truth,confirming the ultimate expressionof shopper conversion.Brand FootprintWhat is it?A ranking of global brandsWhat is global?Our coverage in AsiaWhat is regional,Sub-regio

18、nal and local?Some brands are present in anumber of local markets underdifferent names.We havecombined these in the 2024 editionof Brand Footprint,to provide abetter understanding of the brandon both global and regional levels.In the global and regional editionsof Brand Footprint reports,wecombine t

19、he CRPs of brands withdifferent“local brand names”under their“global brand names.”In the local rankings,the brands arelisted based on their local names.Here are some examples:Brand definitionClick here or press enter for the accessibility optimised versionDecoding brandchoices acrossAsiaShopper insi

20、ghts from Kantars 2024Brand Footprint studySorry,you must sign up in the online version to view this content.Click here or press enter for the accessibility optimised versionRevealing AsiasMost ChosenBrandsMeet the winners and uncover thetruth behind the successSorry,you must sign up in the online v

21、ersion to view this content.Click here or press enter for the accessibility optimised versionMeet the LocalWinnersThe most chosen brandsin each marketSorry,you must sign up in the online version to view this content.Click here or press enter for the accessibility optimised versionFood ForThoughtMore

22、 Reports fromWorldpanel APACSorry,you must sign up in the online version to view this content.Click here or press enter for the accessibility optimised versionThank you for readingBrand Footprint Asia 2024For additional information,please contactKaren LeongRegional Strategic Insights Director,Kantar WorldpanelSteven LienMarketing Director Asia,Kantar WorldpanelCookies 1 2 Terms 1 2 Privacy 1 2 P O W E R E D B Y