Learning to be local: the global FMCG brands delivering growth in and from Asia
Virginia Garavaglia Kantar Worldpanel
The opportunities are there for the taking for multinational FMCG brands looking to establish a larger footprint in Asia as a springboard for global growth. And there is plenty of headroom for increasing reach: the average global penetration of the world's Top 50 most-chosen brands is just 20%, and only three out of the Top 10 gained penetration over the last year (Source: Kantar Worldpanel's 2014 Brand Footprint).
Asia is the best strategic focal point for converting more households around...