No surprises among China's biggest brands

Dairy producer Yili has continued to be the most chosen brand in China's mainland for the fourth consecutive year, according to Kantar Worldpanel. 

Mengniu and Master Kong maintained in the second and third in the ranking, while Haday, the leading brand in the seasoning market, was fourth.

The consumer reach point index compiled by Kantar Worldpanel combines the number of buyers and the frequency of shopping for each brand in one year. 

According to this year's study which covers seven Asian markets including Indonesia, South Korea and Vietnam, consumer trends and focuses have shifted to health, safety, convenience and happiness.

Marcy Kou, CEO Worldpanel Division Asia of Kantar, explained: “Growth and success are not just about making a big impact in the market but how to build a sustainable brand that can evolve through generations and changing consumer needs." 

Coca-Cola, Oreo and Liushen are among the fastest rising brands. Coca-Cola is the fastest rising brand in terms of consumer reach thanks to smaller packages and new flavors targeting healthy demand.

“In China there is still significant potential for most brands to grow by expanding into emerging categories, lower tier cities and new shopper occasions. In the new retail era, both Chinese brands and global brands have opportunities to grow if they constantly innovate to meet the changing expectations of Chinese shoppers,” commented Jason Yu, managing director of Kantar Worldpanel China. 

For the third year, Nongfu Spring, Taoli, Luhua, Haday secured places in the top 10.