2024年亚洲品牌足迹报告

AsiaBrandFootprint 2024 Report Overview

Introduction: The 2024 edition of BrandFootprint Asia, powered by KantarWorldpanel, reveals insights into consumer brand choices across 11 Asian markets. This report utilizes Kantar's unique Consumer Reach Point (CRP) methodology, combining data on population, penetration, and consumer choices to assess the most preferred brands.

Global FMCG Sector Growth: In 2023, despite a global growth of 8.6%, the Asian FMCG sector experienced a stable growth rate of 3.7%, with spend per household increasing by 1%.

Market Dynamics:

• North Asia: China's FMCG market is recovering with a focus on innovation and adapting to changing shopper preferences. Taiwan has seen a shift towards more social and active lifestyles, impacting spending habits. Korea experiences conservative consumer behavior due to economic challenges and inflation.
• Southeast Asia: Despite economic challenges, the FMCG industry demonstrates resilience. Indonesia shows signs of recovery, with volume growth returning after high price inflation. The Philippines sees rising contributions from volume to growth, with a focus on new forms of value. Malaysia faces inflation pressures, driving brands to innovate engagement strategies. Vietnam's slowdown impacts household shopping behavior.
• South Asia: Markets exhibit diverse growth patterns and evolving consumer preferences. India's FMCG sector adapts to market dynamics. Bangladesh grapples with inflation, influencing household spending habits towards essentials. Sri Lanka shows signs of recovery with a focus on value and innovative products amidst ongoing financial challenges.

Growth Drivers for Brands:

• Blueprint for Brand Growth: The report introduces Kantar’s framework, highlighting that brands grow by being meaningfully different to more people. It emphasizes promoting stronger functional and emotive connections and identifying strategic opportunities to build difference.
• Growth Accelerators:
  • Predispose More People: Increase purchase probability by building perceptions that make your brand mentally available and meaningfully different.
  • Be More Present: Optimize marketing investments across the customer journey, including range, distribution, packaging, pricing, promotions, and other activities.
  • Find New Space: Identify new motivations, occasions, categories, and services for meaningful innovation and communication.

BrandFootprint: A ranking system that measures and compares global FMCG brands' success through CRP, integrating data on population, penetration, and frequency. It captures the moment of truth when shoppers choose a brand, providing a holistic view of brand performance.

Regional & Local Insights:

• Global and regional BrandFootprint reports combine CRPs of brands with different "local brand names" under their "global brand names."
• Local rankings list brands based on their local names, offering a deeper understanding of brand performance at the regional and market level.

Conclusion: BrandFootprint Asia 2024 offers valuable insights into consumer preferences and market dynamics across Asia, providing a roadmap for brands seeking to grow and adapt effectively in the region.