Asia Brand Footprint 2020

A ranking of the most chosen consumer brands

What is Asia Brand Footprint?

Kantar’s Asia Brand Footprint ranking reveals how consumers in Asia are buying FMCG brands today, highlighting the opportunities that remain for brands to improve their position.

Consumer reach points

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. Read more

The Consumer Reach Points of each brand is calculated by multiplying three numbers:

  • Penetration
  • Population
  • Consumer Choice

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.

In the second annual edition of our Asia Brand Footprint report, we would like to reveal top 5 key trends driving buyer decisions:

HEALTH

CONVENIENCE

DIGITALIZATION

VALUE FOR MONEY

DIVERSIFICATION

Brand Navigation Through the COVID-19 Pandemic

Despite the many challenges that COVID-19 has presented across all industries, we know that there are many opportunities for brands to ensure growth. As long as brands can remain innovative and agile, they have a great chance to create future success in post-lockdown and beyond.

4 things to think about:

  • Embracing Online
  • Optimizing Product Delivery
  • Engaging with Current Situation
  • Leveraging Retail Partnership

Discover the top brands being chosen the most by consumers in the whole region as well as in each market across Asia:

Download the report