Back to WHO we are?

What is ECR AP

Efficient Consumer Response Asia Pacific (ECR AP) is an independent joint trade and industry body, which is co-chaired by representatives from the retail sector and the manufacturing sector.
It promotes the use of Efficient Consumer Response techniques in Fast Moving Consumer Good (FMCG) retailing to remove unnecessary costs from the supply chain and make the sector, as a whole, more responsive to consumer demand.

Operation: ECR AP operates independently but is supported and supports related parties who share the aim of improved consumer service in the FMCG retailing such as Consumer Goods Forum (Forum), GS1, ECR Country Boards throughout Asia Pacific, and ECR Europe, ECR Australasia.


ECR AP following the Consumer Goods Forum focusing around five strategic priorities – Emerging Trends, Sustainability, Safety & Health, Operational Excellence and Knowledge Sharing & People Development

Our Mission is to be the pre-eminent industry voice and enabling body for advancement of FMCG retailing in Asia Pacific