A study by Kantar Worldpanel has found that local brands are outstripping growth of global brands. While global brands grew 2.6%, the study found that local brands grew 3.9% in 2016. Local brands are particularly strong in the food category, being chosen in 74% of purchases.

It also found that the price gap between global and local brands has narrowed to the point of disappearing. No longer does being a global brand automatically command a price premium.