Why Little Red Book offers an untapped market for Australian FMCG brands
As FMCG marketing becomes increasingly individualised, brands are seeking more meaningful ways to connect with consumers in hyper-relevant, authentic ways. For Australia’s 4M+ Chinese Australians, Little Red Book (also known as RedNote or Xiaohongshu) is that platform, offering a bespoke, trusted environment where brands can speak to this audience in their native tongue, on their terms.
Australia is becoming more multicultural every year, and with that comes a clear opportunity for FMCG brands. This growing consumer group is experience-driven, brand-savvy, and willing to invest in quality whether that’s luxury beauty, premium food & beverage, or trusted health and wellness products. For supermarket FMCG brands, the message is simple: engaging Chinese Australians on the platforms they actually use is critical.
Why Little Red Book Matters for FMCG Marketing
Little Red Book already has 900,000+ registered users in Australia and their behaviour offers a blueprint for FMCG marketers:
Who they are:
* 70% female, 30% male
* 72% aged 18–35
* Gen Z (18–24):trend-hungry, socially influenced, focused on travel and discovery
* Millennials (25–35): driven by beauty, luxury, parenting, local food & beverage
* Highly engaged with local happenings, thanks to the app’s geo-location weighting, which prioritises city-based posts
How they behave:
* Users spend 60–90 minutes on the platform daily
* 60% of daily active users rely on RED for search-driven decisions (travel planning, restaurant choices, product reviews)
* 46% of Australian users purchase based on creator recommendations – rising to 70% among Gen Z
For supermarket FMCG brand managers, this presents a major opportunity:
* Direct access to a high-value audience: Young, affluent, urban consumers who actively seek new products and experiences
* In-language trust and authenticity: Content delivered in Mandarin or Cantonese resonates far more deeply than mainstream advertising
* Conversion power: With almost half of users buying products directly influenced by creators, the path from discovery to purchase is short and measurable
* Local relevance: RED’s geo-location features allow FMCG brands to drive awareness in the exact markets and suburbs where they’re stocked
Here at Grapevine, we’re proud to announce the launch of our Little Red Book / RedNote management service that helps FMCG brands tap into this audience with:
* Culturally tailored content that feels authentic and relevant
* Influencer partnerships (KOLs and micro-KOLs) to build trust and drive action
* Full campaign management across strategy, content creation, publishing and reporting
* Integration with supermarket and retail objectives, ensuring campaigns ladder up to sales
Ready to explore how your brand can grow on Little Red Book? Let’s talk.
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