FMCG brands must focus on ‘digital, trust, and community’ to win over Asia’s consumers – KPMG China’s Anson Bailey

He stresses that building loyalty goes beyond products and involves creating a genuine community around the brand.

Market shifts, new technologies, and rising consumer expectations are reshaping Asia Pacific’s FMCG sector, pushing brands to adapt quickly across supply chain resilience, digital innovation, sustainability, and consumer trust to stay competitive.

Sharing valuable insights is Anson Bailey, Head of Consumer & Retail, Asia Pacific at KPMG China, where he acts as a trusted advisor to a growing number of C-level executives. He leads several strategic accounts across the consumer and technology sectors in the region, guiding organisations on customer engagement and innovation.

Bailey has been instrumental in producing thought leadership reports and executive briefings and is a frequent speaker at international conferences, sharing his expertise on consumer behaviour, innovation, and business transformation. He also actively supports local communities and nurtures the next generation of leaders through outreach programmes.

As a judge at the FMCG Asia Awards 2025, Bailey discussed how brands can leverage technologies, build resilient operations, and foster consumer loyalty and trust, drawing on practical approaches and real-life case studies.

In your extensive experience, how can brands reimagine their supply chains to be both resilient and adaptable in the face of rapid market change?

In Asia, where the market is highly dynamic and competitive, supply chain transformation is critical to ensure survival and sustainability. Brands can enhance their supply chain resilience by adopting digital technologies such as AI and IoT to improve efficiency and responsiveness.

Diversifying supply chains across multiple regions, including Southeast Asia, helps mitigate risks associated with over-reliance on a single location, and we have seen this play out more in the last couple of years.

Sustainability is also an important part of the equation. Today’s consumers – especially Gen Z – expect brands to walk the talk on green logistics and renewable materials. It’s not just about ticking boxes, it’s about building trust and staying relevant in a market that cares about the planet.
And let’s not forget about the power of partnerships. Strong relationships with suppliers and logistics partners are key to building resilience and responding quickly to disruptions; however, brands need to drive genuine collaborations – this means tackling problems side-by-side, and creating solutions as one team.

How can FMCG brands harness Asia Pacific’s growing network of connected consumers to build lasting brand relationships?

Asia Pacific now has over 500 million Gen Z consumers – a huge group that’s changing the way shoppers and brands connect. More young people are getting online every day, thanks to better internet access, smartphones, and the rise of e-commerce and social media.  There are still some hurdles, like gaps in digital access and concerns about data privacy, but the momentum is clear.

For FMCG brands, it’s becoming increasingly vital to leverage digital platforms to create meaningful connections with these consumers. Social media, influencers, and targeted ads aren’t just nice-to-haves – they’re essential tools for reaching people and building trust. Good storytelling helps brands stand out and keeps customers interested.

To thrive in the competitive e-commerce landscape, brands need to make shopping seamless and personal. Use data to understand what customers want and offer recommendations that actually make sense for them. This keeps people coming back.

But building loyalty isn’t just about selling products; it involves creating a “community” around the brand. FMCG brands can strengthen brand relationships with clear communications and demonstrating a commitment to local communities with sustainable practices.

Finally, staying ahead means being open to new ideas and technology. Whether it’s using AI, IoT-connected devices, or better data, brands that keep improving will be the most relevant in a fast-changing market.

What approaches can help brands embed sustainability into their growth strategy whilst delivering measurable business impact?

In the Asia-Pacific market, embedding sustainability is no longer optional – it’s essential for long-term success. It delivers real environmental and social benefits, whilst also boosting brand reputation and building loyalty with customers. And we’re seeing this play out through some great real-life case studies.

A food MNC has implemented sustainable sourcing practices in Indonesia, particularly in the palm oil sector. By working with local farmers and ensuring sustainable practices, they aim to reduce their environmental footprint whilst supporting those core local communities at the grassroots level.

Over in the wellness space, a major player has rolled out refillable shampoo bottles, encouraging consumers to reuse containers and reduce waste. This move taps into the global push towards sustainability and really resonates with Asia’s environmentally conscious consumers, especially those socially minded Gen Z consumers.

We’re also seeing clothing brands step up, with marketing campaigns centered on transparency, material innovation, and environmental advocacy. These stories resonate with consumers who value authenticity. In Asia, platforms like WeChat, TikTok, and Instagram are powerful tools for sharing these sustainability journeys and engaging younger audiences.

And let’s not forget the FMCG sector. One MNC’s Sustainable Living Plan includes partnerships with local communities, NGOs and governments, aimed at improving health and wellbeing in communities across Asia. These initiatives not only support sustainability goals but also foster trust and loyalty amongst consumers.

In what ways can FMCG brands use emerging technologies to create more personalised and engaging consumer experiences?

In today’s world, where there are countless ways to leverage emerging technologies, it is essential to begin with what is achievable right now and progressively work toward more ambitious goals as your capabilities and resources grow. You don’t need to go for a big bang approach – starting small is often the smartest move. More importantly, if you have already implemented one or two systems, it is crucial not to lose sight of these early wins as you explore newer technologies. Keep them effective, ensure you are meeting customer expectations, and look for ways to make ongoing improvements.

Some of the more common tools that are important are to utilise AI to analyse existing consumer data and provide tailored product suggestions – this can really boost customer satisfaction and engagement. Another smart move is to integrate AI chatbots into popular messaging platforms like WeChat or LINE, so you can offer real-time customer service and improve user experience.

Businesses can also use AR to create immersive advertising experiences, such as virtual try-ons for cosmetics, allowing customers to interact with products in a novel and engaging way.

Finally, it's important to tailor tech solutions to fit the cultural and market-specific contexts of different regions in Asia. What works in one market might not land in another. Lesson for the day: One size doesn’t fit all!

Looking ahead, what factors do you believe will most influence consumer trust in FMCG brands in the coming years?

Recent surveys show that consumer trust in FMCG products in China has improved significantly since past incidents like the milk powder scandal. However, a notable percentage of mistrust persists, as evidenced by Chinese Mainland tourists opting to purchase health and wellness products in Hong Kong SAR.

Trust is also being shaped by the rise of AI technologies, with many consumers now hesitant to share personal data online, preferring human interaction instead. Additionally, the headlines about scams involving stolen credit card information through cyber-attacks seem to grow daily, and this has further eroded confidence in the market.

Looking ahead, some of the factors that will influence consumer trust are the increasing reliance on digital transactions, which necessitate that brands handle personal data responsibly. At the same time, managing your digital reputation and working with the right influencers are key to shaping positive perceptions.

Of course, none of this matters without consistently delivering high-quality products. Backing that up with excellent customer service and reliable after-sales support goes a long way to building loyalty. Keeping your brand message and value proposition consistent across all touchpoints reinforces that sense of trustworthiness.

And as previously mentioned, as environmental concerns grow, consumers are more inclined to trust brands that prioritise eco-friendly practices and sustainable product life cycles. In today’s interconnected world, consumers place a high value on transparency and authenticity from brands. Ethical sourcing of materials and support for fair trade practices are essential for building credibility, and getting involved in corporate social responsibility activities, such as supporting community initiatives – can make a real difference in strengthening consumer trust.

As a returning judge at the FMCG Asia Awards, what key criteria will you prioritise when evaluating this year’s nominees?

For me, it’s all about how the product stands out in a crowded marketplace and how it makes customers feel. Does it make people feel special, valued, or empowered? I’m also looking for brands with a story of resilience and innovation – something that inspires others to aim higher and do better. I also want to see products that bring joy, convenience, or peace of mind to customers, going above expectations and leaving them with a sense of delight. I will further consider whether the brand delivers on its promises with real dedication, building a strong connection with its audience, and whether the brand itself is truly authentic.

When it comes to projects, I see things through a slightly different lens. I will prioritise the life-changing outcomes a project achieves, such as improving lives, strengthening communities, or setting new benchmarks for what’s possible. I look for bold ideas that challenge the status quo. Adaptability is key too: the best projects are those that embrace change, stay ahead of the curve, and keep improving. Finally, I will look at reach and impact – how many markets the project has entered, the scale of its sales, and the social value it generates.