Procter & Gamble, the consumer goods giant, is focusing on expanding its distribution network, reaching rural customers and green innovation as it seeks to grow in China.

The company reported that seven out of 10 Chinese shoppers currently utilise at least one of its products, equivalent to approximately 1bn people overall. It also believes further room for growth remains.

"Although China is already a mature market for P&G, it will be one of the biggest sources of our new customers in the future," Christopher Hassall, its global external relations officer, told the China Daily.