The latest report from Kantar Worldpanel's national urban panel
shows that Procter & Gamble, one of the first entrants to the
Mainland China market, reached a staggering 156 million households
out of a universe of 162 million households. This means 97% of
families purchased at least one P&G product in a year.
- 156 million households Procter & Gamble
- 150 million households COFCO
- 147 million households Master Kong group
There are 15 Fast Moving Consumer Goods (FMCG) companies
reaching over 100 million urban Chinese families during the 52
weeks up to Oct 5th, 2012, with 8 of them being global players.
The key to successful growth for manufacturers in the complex
China market is closely tied to the success of attracting buyers to
their brands more than anything else. This is a challenge that
faces all players in the FMCG market. But most of the top 15 FMCG
companies, both local and international, managed to achieve
remarkable growth in the number of consumers who buy their brands
through innovation, geographical expansion or mergers and
acquisitions or a combination of all elements.
Kantar Worldpanel have identified three common strategies
essential to drive consumer base growth in China:
- Innovation is fundamental to recruit more buyers
- Lower tier city expansion to grow brand footprint
- M&A to get fast access to new consumer base
Find out more on the Kantar Worldpanel website.