YouGov FMCG/ CPG Rankings 2021 China

Marking the first in our annual FMCG/CPG Rankings series, YouGov’s FMCG/CPG Rankings 2021 reveals the top ranked consumer brands within the sector. The Rankings are based on Index score from YouGov BrandIndex, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation over a period of 12 months.

YouGov FMCG/CPG Rankings 2021 in China: Skincare & Cosmetics

In China, FMCG/CPG brand Estee Lauder leads the Skincare & Cosmetics list this year with a score of 30.4. L'Oréal came in second with a score of 29.7. In third and fourth position were Lancome and Dabao respectively scoring 27.4 and 25.7. Rounding out the top five Chanel scored 25.5.

Chart shows the brands with the highest average Index score between August 1st, 2020 to July 31st, 2021

YouGov FMCG/CPG Top Improvers 2021 in China: Skincare & Cosmetics

In the Skincare & Cosmetics category, Clean & Clear came up on top in the most improved FMCG/ CPG brand list, with a rise of +0.6 points, ahead of La Mer (up +0.4 points) and MG (which has improved by +0.3 points). The fourth and fifth position were Dr. Ci Labo (+0.3 points) and Fresh (+0.3 points).

Scores show average data from August 1st 2020 to July 31st 2021, compared to August 1st 2019 to July 31st 2020.

YouGov FMCG/CPG Rankings 2021 in China: Personal Care

In Personal Care category, Yunnan Baiyao leads the list this year with a score of 40.7. Darlie (Toothpaste) came in second with a score of 25.6. In third and fourth position were Colgate Toothpaste and Darlie (Mouthwash) respectively scoring 21.1 and 15.3. Rounding out the top five Johnson's Baby scored 14.0.

Chart shows the brands with the highest average Index score between August 1st, 2020 to July 31st, 2021

YouGov FMCG/CPG Top Improvers 2021 in China: Personal Care

In the Personal Care category, Yunnan Baiyao came up on top in the most improved FMCG/ CPG brand list, with a rise of +12.8 points, ahead of Darlie (Toothpaste) (up +5.7 points) and Colgate Toothpaste (which has improved by +4.6 points). The fourth and fifth position were Band Aid (+4.1 points) and Yu Mei Jing (+3.7 points).

Scores show average data from August 1st 2020 to July 31st 2021, compared to August 1st 2019 to July 31st 2020.

YouGov FMCG/CPG Rankings 2021 in China: Alcohol

Wuliangye leads the China's Alcohol list this year with a score of 31.8. Qingdao came in second with a score of 31.3. In third and fourth position were Guizhou Moutai and Snow respectively scoring 30.4 and 21.4. Rounding out the top five Budweiser scored 20.5.

Chart shows the brands with the highest average Index score between August 1st, 2020 to July 31st, 2021

YouGov FMCG/CPG Top Improvers 2021 in China: Alcohol

In the Alcohol category, Guizhou Moutai came up on top in the most improved FMCG/ CPG brand list, with a rise of +2.0 points, ahead of Qingdao (up +1.5 points) and Wuliangye (which has improved by +0.9 points). The fourth and fifth position were Carlsberg (+0.6 points) and Corona (+0.5 points).

Scores show average data from August 1st 2020 to July 31st 2021, compared to August 1st 2019 to July 31st 2020.

The rankings data is drawn from our daily brand tracking tool BrandIndex, which continuously measures the public’s perception of brands within the FMCG/CPG sector around the globe. Want to know more? To see your brand’s Index ranking please click here and one of our experts will be in touch.

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Methodology: 

The brands in YouGov FMCG/CPG Rankings were ranked based on their Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation over a period of 12 months.

The rankings chart shows the brands with the highest average Index score between August 1st 2020 to July 31st 2021. The improver chart ranks the brands with the highest increase in Index, comparing scores from the previous 12-month period. To be included in the improver list, the variance must be positive. The scores are representative of the general population of adults 18+ (some are online representative).

All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 6 months to be included in the rankings and at least 18 months to be included in the improver rankings (as well as being currently tracked).