Despite myriad food safety shenanigans and the ensuing demand for foreign imports, nine of the ten most-chosen food brands in China in 2013 were Chinese, according to a study by Kantar Worldpanel Brand Footprint. Just-Food reports:
The exception is Arawana, owned by Singapore-based agrifood group Arawana International.
Jason Yu, general manager for China at Kantar Worldpanel, says local brands dominate because of the parts of the market in which they operate – but have also benefited from first-mover advantage and strong distribution.
“They are often the first in the market and dominant in the market – for example Master Kong has been the first real national player in the instant noodle market since the early Nineties, and Wahaha started its adventure in the instant porridge/beverage business in the late Eighties,” Wu tells just-food.
Researchers attribute their success over Western brands to better distribution networks, and more consistent branding across those distribution networks. We suppose a little protectionism in the guise of stricter food standards doesn’t hurt either.
[Image via Kantar Worldpanel Brand Footprint study]
See complete chart here.