Learning to be local: the global FMCG brands delivering growth in and from Asia

This article describes the changing Asian FMCG market (particularly China) and how economic and lifestyle changes are creating new consumer needs, how local brands are fulfilling these needs, and how global brands can make the most of this lucrative market.

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...

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