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Homegrown Food And Beverage Brands Give Multinationals A Run For The Money

December 10, 2018: 12:00 AM EST
China’s home-grown food and beverage brands are beating multinational competitors among Chinese families, according to research from Kantar World Panel that looked at families in 20 provinces and four municipalities (Beijing, Tianjin, Shanghai, and Chongqing). Dairy giant Yili was the most consumed dairy brand among Chinese families last year. Sales rankings of multinationals like Nestlé, Coca-Cola, Mars, Mondelez, and Pepsico were evenly distributed across the chart, ranking 5th, 8th, 12th, 13th, and 16th respectively. Among multinational players, the biggest percentage growth (3.2 percent) was achieved by Coca-Cola. Among local brands, percentage growth was highest for Nongfu Spring (eight percent), with 120 million families consuming its products, up from 111 million last year. Nongfu Spring grew its shopper base among young consumers by 30 percent in the last 12 months due to the success of its Victory vitamin water. 
Tingmin Koe , "Beating the MNCs: Mengniu, Yili and Master Kong the three most commonly consumed brands in China", Food Navigator Asia, December 10, 2018, © William Reed Business Media Ltd
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