Which food and beverage brands are most popular with Chinese consumers?

Recently, the market research organization Kaidu Consumer Index released a list of “Fast Consumer Goods Enterprises Covering 100 Million Chinese Urban Households in 2017”. The snack foods noticed that the food/beverage companies Yili and Mengniu ranked second and third respectively, followed by the daily chemical giant P&G. The three companies have entered the family with more than 150 million.

The report shows that in the past 52 weeks of October 6, 2017, a total of 21 fast-moving consumer goods companies’ products entered China’s hundreds of millions of households. According to the above list, Kosher has specially compiled a ranking version of the food/beverage company as follows:

Food companies covering hundreds of millions of Chinese families

Row

Manufacturer

2016Years to enter the city (100 million)

2017 Years to enter the city (100 million)

Growth rate (% )

As of2017Year10>Month6Day52Percentage during the week ( %)

1

Erie

Group

1.46

1.53

5.10

89.6

2

Mengniu

Group

1.46

1.51

3.50

88.1

3

Kangshi

Fu control

shares

1.38

1.42

3.00

82.9

4

Nestle

Group

1.38

1.40

0.90

81.6

5

Delicious

Coke

>

1.26

1.27

1.10

74.3

6

Group

1.16

1.22

5.30

71.4

7

Mars

Group

1.23

1.22

-0.80

71.4

8

1.17

1.18

0.50

69

9

Group

1.13

1.14

1.30

66.8

10

Pepsi

Coke

1.11

1.14

2.40

66.6

11

Farmer

Shanquan

1.01

1.11

9.40

64.9

12

Dalí

Group

1.05

1.06

1.10

62

13

Yihai

Kerry

1.03

1.04

1.70

61

14

Shuanghui

Group

1

1.03

2.50

60

15

unified

group

1.05

1.02

-3.00

59.6

In the above 15 companies, from the perspective of urban household penetration, the top three are Yili (89.6). %) Mengniu (88.1%) and Master Kong (82.9%). The snack foods noticed that in the annual list released, the three companies have ranked in the top three for at least three consecutive years and their status is stable.

In terms of the growth rate of consumer scale, the three companies with the highest annual growth rate are Nongfu Spring, Haitian and Yili. It is worth noting that the penetration rate of Nongfu Spring is particularly rapid, with a net increase of 10 million households a year.

Expanding consumer penetration is an important way for FMCG companies to achieve growth. Companies can create new consumer opportunities by creating new buying opportunities and scenarios.

Which food and beverage brands are most popular with Chinese consumers?

Kaidu Consumer Index pointed out that, for example, this year’s performance of Nongfu Spring has gradually created “cooking rice”, “tea making”, etc. with series of advertisements and public relations activities. New consumer scenarios to tap consumers’ buying needs. According to the agency’s research data, as of the 52-week period of October 6, 2017, Nongfu Spring’s 2 liters of packaged water has entered more than 2 million households.

The way to add consumers to the condiment company Haitian Group is to cater to the taste preferences of consumers in different regions, deep-seated category, and in addition to the main category soy sauce and oyster sauce, different cuisines have been launched. Series of products. At the same time, the company demonstrates a variety of available scenarios through a variety of innovative marketing methods, inspiring consumers to connect with brands in these unique usage scenarios.

The consumption upgrades in third- and fourth-tier cities have also provided new markets for brand development.

The Kaidu Consumer Index believes that brands can deepen their impressions of consumers in the lower-tier cities through media and offline activities, thereby attracting more consumers. Take Yili’s high-end yogurt Anmuxi as an example. As of the past year of October 2017, Anmuxi has improved the popularity of its products through the famous popular variety “Running Brothers” and celebrity endorsements. The city has added 12 million new homes.

Providing a more comprehensive purchase channel is an important way for FMCG companies to attract more consumers to buy and achieve growth.

Which food and beverage brands are most popular with Chinese consumers?

China’s mainstream e-commerce platform has become an important choice for the launch of new fast-moving consumer goods, so it has gradually become the key path for many brands to win consumer purchases for the first time. According to Kadu data, 58% of Chinese urban households have purchased fast moving consumer goods on e-commerce platforms in the past year.

The snack foods noticed that only food companies were considered. Nestlé attracted the most urban families to purchase their products online. In terms of growth scale, Nongfu Spring ranked first with a 50% growth rate. Master Kong ranked second with 36% and Mengniu Group ranked third with 32%.