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Chinese brands gain ground against foreign rivals in everyday product sales

Customer-centric approach boosts Chinese firms’ market share in 16 out of 26 product categories

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A shopper browses goods at a supermarket in Shanghai. Photo: Xinhua

Domestic brands continued to gain ground in China’s fast-moving consumer goods market as overall sales by foreign rivals shrank last year, an industry report said on Tuesday.

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Chinese companies won a greater market share in 16 out of 26 categories of fast-moving consumer goods (FMCG), Bain & Co and Kantar Worldpanel said in a joint report.

They made the biggest ­advances in skincare products, baby diapers, ­toothpaste, and shampoos and ­conditioners.

Foreign companies gained ground in seven categories, bolstering their shares the most in fabric ­softeners, infant milk formula, instant noodles and beer.

Market shares in three ­categories – sweets, juices and toothbrushes – remained ­unchanged.

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The 26 categories covered by the survey represent more than 80 per cent of FMCG sales.

“In many cases, multi­nationals are gaining ground either through investing heavily in ­marketing or as the result of food safety concerns with local products,” the report said.

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