Consumers in China Who Prefer Local vs. Foreign Brands, by Product Category, July 2017 (% of respondents)
A 2017 survey found consumers in China favor local brands to foreign brands in most product categories. Over 50% of consumers preferred local brands for fresh food and poultry, beer, milk, laundry detergent, tissues and hygiene.
Data is from the November 2017 McKinsey & Company report titled "Double-clicking on the Chinese consumer." 10,000 consumers ages 18-65 in China were surveyed online and offline during May-July 2017. Respondents were drawn from across 44 cities and 7 rural villages and towns. McKinsey & Company conducts a similar survey annually.