Understanding Patterns of Brand Share Growth and Decline in Emerging Markets

This paper examines the patterns of market share change across two packaged goods categories in three emerging markets (China, Indonesia and Malaysia). Specifically, we examine the importance of Penetration, Purchase frequency (Pf) or Share of Category Requirements (SCR) to changes in market share. Results across categories reveal that market share change is accompanied by greater changes in penetration than in other metrics, both in terms or growth and decline, largely irrespective of category or country. The relative importance of loyalty metrics varied across market share type and category. The results have implications for strategies likely to stimulate brand growth or arrest decline.