凯度（Kantar）：2024年亚洲品牌足迹报告（中译版）（19页）.pdf

1、Click here or press enter for the accessibility optimised versionASIABRANDFOOTPRINT2024Decoding brand choicesin across AsiaClick here or press enter for the accessibility optimised versionWelcome toAsiaBrandFootprint2024Welcome to the 2024edition of BrandFootprint Asia.This report unveils the brandc

2、hoices made by the regionsshoppers in 2023,using KantarWorldpanels unique ConsumerReach Point(CRP)methodology.This combines data on population,penetration,and consumer choices(frequency)to determine the most-chosen brands.This year,we examine the brandchoices of 11 Asian markets wherewe operate our

3、consumer panels,covering 85%of the regions GDPand more than 4,500 brands.In addition to this regional report,which provides a consolidated viewof Asias key markets,you can readour market-specific local reports toget a zoom-in view of howconsumers within each countrypurchase FMCG brands.In 2023,as th

4、e world started torecover from COVID-19,the totalvalue of the global FMCG sectorgrew by 8.6%.However,inflationsoon began to impact the Asianmarkets,and as a result the regionsaw stable growth of 3.7%,whilespend per household remained flatat US$828,an increase of 1%.Asian consumers favour localbrands

5、 which account for a 77.6%share of the regions total CRPs especially in North Asia(81.6%)and South Asia(81.4%).North Asia:Navigatingthe New DynamicsThe North Asian countriesshowcase major shifts in consumerbehaviour and market dynamics.Chinas FMCG market isexperiencing a moderate recovery,with a foc

6、us on innovation andadapting to changing shopperpreferences.Taiwan has seen a move towardsmore social and active lifestylespost-COVID-19,and this hasinfluenced spending habits.Economic challenges and inflationhave led to conservative consumerbehaviour in Korea,impacting bothfood and non-food sectors