22 fast moving consumer goods (FMCG) companies reached over 100 million urban Chinese households during the 52 weeks ending October 7, 2016 according to Kantar Worldpanel.
P&G led the 22 FMCG companies reaching 93.4% or 154 million urban families, followed by Yili (88.2%) and Mengniu group (88.1%).
Top 22 FMCG Companies in China (million households)
39 million urban families bought products from those 22 companies via e-commerce channel. P&G attracted 15 million urban families online and led the way. Mengniu, Yili and Orion are the companies with the most rapid growth in e-commerce in buyer terms. Amongst all players, Colgate saw the biggest e-commerce only buyer base, with 1.1 million families purchasing its products exclusively online according to Kantar.