Sharing the example of Parle, the report says that national pride has evolved into an operationalised purpose which now guides portfolios and channels
Even as categories fragment and digital acceleration reshapes markets, local brands now account for nearly 79 per cent of fast-moving consumer goods (FMCG) value share in Asia and continue to grow, as per a report by Wordpanel by Numerator (formerly Kantar).
Ten years ago, local brands captured 74 per cent of FMCG spending and grew twice as fast as global players. Their rise was powered by five key advantages, the shift from mere manufacturers to brand-led businesses, the ability to build national pride, the power of innovation with a local twist, the ability to digitise while remaining human and the power of blending data with intuition.
“These five levers combined to form a regional masterbrand manifesto, make categories accessible, launch fast and never compromise on quality and gave ambitious Asian companies a clear roadmap for growth,” Marcy Kou, Executive Managing Director, Worldpanel by Numerator Apac, highlighted in the report.
The report titled ‘Made local- played global’ shared the example of Parle and stated that national pride has evolved into an operationalised purpose which now guides portfolios and channels. “Examples include the way Parle connects identity with healthier snacking; the ability of TCP/Red Bull to elevate Thai expertise through empowerment, and Vinamilk’s capacity scales ‘Great Care’ via owned stores and first-party data,” it added.
The region has moved from ad hoc local flavours to structured, scalable localisation. Leading players have moved beyond ecommerce and social and are using data to drive real-time decisions and predictive systems. The report emphasised that agility now means cross-functional squads, flat structures and data-driven decision frameworks powering highly responsive businesses that can react to opportunity faster than rivals.
Intuition and research have evolved into disciplined governance and budget protection for brand equity. “Ten years ago, this lever focused on combining digital transformation with a human touch, primarily using social media for two-way communication and to build relationships. Today, digitisation has become the foundational logic of business operations, it noted.
In 2015, the concept of ‘nation building’ meant uplifting individuals, and making products accessible and affordable for all. In 2025, the focus has sharpened on cultural identity and brand purpose. The increasing sense of nationalism and pride in native identity is cited as a major lever for brand power.
“Parle is one brand that capitalises on this by positioning itself as ‘India’s very own biscuit’, while Vinamilk’s rebrand put Vietnamese heritage in the spotlight. Defining a clear brand purpose or principle is essential, especially for resonating with the younger generation who buy into the emotional aspect of the brand,” the report mentioned.
It pointed out that across a wide range of sectors, including FMCG, health, beverage, and personal care, there is now a consistent playbook for achieving and sustaining growth at scale beyond home markets.
