P&G, Yili and Mengniu top brands in reaching Chinese consumers, survey finds

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The country’s two biggest dairy giants – Yili and Mengniu – each reached 146 million urban Chinese families in the 52 weeks ended October 7. Photo: Bloomberg

Published: 7:20pm, 2 Dec 2016

Procter & Gamble, Inner Mongolia Yili and China Mengniu Dairy topped the ranks of fast moving consumer goods (FMCG) companies that reached the most Chinese households in 2016, a survey found.

The country’s two biggest dairy giants – Yili and Mengniu – each reached 146 million urban Chinese families in the 52 weeks ended October 7, meaning 88 per cent of households in Chinese cities had purchased at least one item from the two brands, data from retail marketing data provider Kantar China found.

They were only second to Cincinnati-based P&G, the world’s largest consumer multinational that achieved a penetration rate of 93.4 per cent with dozens of brands under its umbrella including Crest, Head & Shoulders and Oral B.

Swiss-based food manufacturer Nestle, known for its instant coffee and infant formula, snatched the fourth spot, followed by Tinyi Holding’s Master Kong – the top selling instant noodle brand in China.

Among the top 10 companies boasting the biggest Chinese customer base, Cola Cola and Master Kong were the only two whose market penetration had diminished in 2016. with each dipping 0.9 per cent, according to the report issued on Thursday.

Chinese consumers yearning for a healthier lifestyle bolstered demand for premium dairy products, but battered demand for instant noodles and beer – commonly seen as contributing to health problems like obesity.