Jason Yu

General Manager

Kantar Worldpanel Greater China


China food & beverage market continued to experience challenges  in 2018 as a result of slower population and saturation of traditional sectors. Consumption upgrade, driven by more new categories and new occasions, as well as premiumisation, is the key force behind growth. Kantar identified active silvers, small town youth as well as Generation Z as major growth engines to watch out. Kantar identified three most important factors that motivate China’s Gen-Z shoppers to spend their money on brands: buy more social, I am what I buy and my pleasure, right now. This means that F&B brands will have to make their product fun, beautiful and personalized for those consumers.

To win in the new retail era, Kantar advise to build new consumer experience around product leadership, engage consumers through social media and influencers as well as utilize social + Ecommerce channels to trigger new purchase occasions.


Mr. Jason YU specializes in consumer panel research over 20 years substantial experiences in serving both manufacturers and retailers in Asia and Europe. He started his current role as General Manager of Kantar Worldpanel in Jan 2008. He is responsible for overall commercial and operation in mainland China and Taiwan, focusing on strategic development of the service and client satisfaction.  Mr. Yu also sits on the Worldpanel Asia regional board.  He joined TNS in 2002, and was responsible for key client development in China, UK and Asia region