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Operator
Greetings and welcome to the MaxLinear Incorporated Second Quarter 2021 Earnings Conference Call. At this time, all participants are in a listen-only mode. A brief question-and-answer session will follow the formal presentation. [Operator Instructions] As a reminder, this conference is being recorded. It is now my pleasure to introduce your host, Brian Nugent. Thank you sir, you may begin.
Brian D. Nugent
Head of Investor Relations
Thank you operator. Good afternoon everyone and thank you for joining us on today s conference call to discuss MaxLinear s second quarter 2021 financial results. Today s call is being hosted by Dr. Kishore Seendripu, CEO and Steve Litchfield, Chief Financial Officer and Chief Corporate Strategy Officer. After our prepared comments, we will take questions.
Details 30 April 2021
As the pandemic has reshaped customer behaviours and preferences, brands and marketers are advised to revise their strategies to better meet their needs and enjoy greater profitability, according to NielsenIQ.
There is a global phenomenon over structural challenges with assortment across most FMCG categories. On average, 75% of stock keeping units contribute to less than 2% of category sales. Beverages, instant noodles, chocolate, and detergent are some of the most underperforming categories in the region’s top 15 markets, including Singapore, Thailand, Malaysia, Hong Kong, and China.
For example in Hong Kong, 70% of stock keeping units in the ready-to-drink tea category contribute to less than 2% of overall category sales. The same phenomenon can be seen across other key categories such as shampoo (65%), chocolate confectionery (64%), sanitary protection (56%) and sauce (47%), meaning that this is not an isolated i