P&G Wins FMCG Market Penetration Contest In China In 2016

A survey by Kantar China finds that Procter & Gamble and two big Chinese dairy firms had the greatest penetration of the Chinese fast moving consumer goods (FMCG) market in 2016. Eighty-eight percent of urban families bought at least one item from Inner Mongolia Yili and China Mengniu Dairy, a total of 146 million Chinese families living in cities. P&G’s market penetration reached 93.4 percent with its lineup of dozens of FMCG brands like Crest, Head & Shoulders and Oral B. Fourth on the list was Swiss-based food manufacturer Nestlė, followed by Tinyi Holding’s Master Kong, an instant noodle brand.