2015 A Global Ranking of the Most Chosen Consumer Brands
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2015 A Global Ranking of the Most Chosen Consumer Brands
Brand Footprint Contents Brand Footprint: A roadmap for growth
Global Ranking What can we learn from brands winning at the moment of truth?
Top 50 market, and it is often included in
organisational objectives.
chief officers about their growth
strategies (see Brand Leaders
Speak, pages 20-21). There is an
Of the 11,000 brands analysed in increased focus, too, on future trends
% 04 Behind the Numbers Brand Footprint 2015, we saw 50% by Kantar Worldpanel specialists
12% Key highlights from this year's report grow with the majority of these (see What’s Next, pages 42-43).
(75%) expanding their penetration
and thus their CRPs. It really We invite you to explore the data
is that straightforward. While further at the report’s enhanced
06 Brand Growth: A roadmap
We mine the data from 11,000 brands to compare
50% went down, most of these
(80%) lost buyers/penetration.
microsite [www.brandfootprint-
ranking.com], where you can also
marketing theory with shopper reality read 20 winning brand case studies.
This year we reveal that growing Though brands face ever more
FMCG brands follow one simple complex challenges, they can I congratulate every brand
Movers and Shakers
12 What does the Brand Footprint 2015 data
rule: growth is about penetration – succeed by doing something
better than they did the previous
featured in this report and
hope you see it as a roadmap,
retaining and increasing the number year. We explore these winning valuable to you when navigating
tell us about FCMG brand choice? of shoppers choosing your brand strategies, so you can adapt them your brands’ path to growth.
to your own brands, whatever
Global Trends, Brand Responses Brand Footprint is the most their size and context.
18
Josep Montserrat, CEO, Kantar Worldpanel
comprehensive study of FMCG
Understanding consumer trends helps
brands across the globe, providing The good news is that every
brands plan for the future key findings for driving growth and brand has the potential to
success. The report identifies growth attract new shoppers. Only one • 250bn real shopper decisions
brands using our bespoke metric brand in the world has a global • 11,000 brands
What is the strongest measure of 08 The Top 50 and Next 20 Consumer Reach Points (CRPs), penetration above 50% (see Global
your brand’s success? which has penetration – the number Ranking Top 50, pages 8-9). • 200 categories
13 The Next Generation of buyers of your brand – at its heart. • 35 countries
There is none more definitive than a To enable even better understanding
consumer choosing to buy it rather than 14 Number 1 Brands by Country Growing penetration has become a of brand growth, this year’s report • 4 continents
your competitor’s. strategic goal for many CEOs of FMCG includes more expert commentary
17 Focus: India companies. They use this metric to than ever. You will hear from
• 1 Brand Footprint Report
Brand Footprint, now in its third year, is a communicate to investors and the global and regional marketing
comprehensive study of brands that win 20 Brand Leaders Speak
at this moment of truth. Its conclusions
are drawn from thousands of brands 23 Focus: Mexico and Brazil Brand Footprint at a glance
bought by 986 million households across
24 Shopper Trends
#1
35 countries.
Coca-Cola, the world’s most chosen brand, is the #1 brand in 8 countries
A unique metric, Consumer Reach Points, 26 Success in Emerging Markets
is the basis of Kantar Worldpanel’s
#1
%
analysis, identifying the most chosen 29 Focus: China and Indonesia Downy, the top riser by Consumer Reach Points (CRPs), attracted
brands in the world. The report compares 11m new shoppers in 2014, up 23%
this data across countries, categories and 30 Category Focus
19m
competitors and provides insight into the
competitive global retail landscape. 38 Focus: France and Germany more shoppers bought Colgate in 2014 – more new shoppers across the
%
globe than any other brand
We hope the success stories in Brand 40 FMCG 3.0: What's Next
+3
%
Footprint 2015 inform and inspire you as
champions of brands, global and local. 42 Beyond the Print Dove rises from #12 to #9, reaching the global Top 10 for the first time
Sir Martin Sorrell, Founder and CEO, WPP
50% of brands grew in 2014 while the other half showed decline
2 3
Behind the Numbers sector in 2015 as ‘fast-moving’ as its name
suggests it should be?
Consumer Reach Points
Geographical hotspots
Emerging or fast growth markets are where
This year’s data has good news and a To buy or not to buy – that decision determines whether a 85% of the population lives; they account × ×
warning for the FMCG sector in the 2015 brand will grow. Brand Footprint maps this growth using a for 80% of CRP growth. Kantar Worldpanel
bespoke metric, Consumer Reach Points (CRPs), to indicate forecasts that FMCG value in developing
Global Ranking how often and where in the world a brand is chosen by countries will grow by 7% in 2015.
Population Penetration Frequency
In New York, a fan buys snacks to eat while consumers (see page 8).
watching a Giants game. In rural Vietnam, While 50:50 is the global average brand
a mother purchases her daughter’s first Using data from Kantar Worldpanel’s universe of 986 million growth: decline ratio, Peru, Russia and Brazil
deodorant in a local store. Thousands households across 35 countries*, the CRP metric provides a saw more brands grow than decline; in Italy,
How many households How many households How often each household
of miles apart, these consumers are level playing field for comparing FMCG brands. These range 74% of brands declined. All this emphasises in a country buy a brand/universe buys it on average in a year
experiencing what Kantar Worldpanel calls from basic to luxury, local to global, applicable across all the imperative for brands to manage their
the ‘moment of truth’: the point at which a categories, from instant noodles to anti-ageing cream. All of portfolio growth, to avoid overexposure to
shopper chooses one brand over another. this reflects how real shoppers purchased in 2014. local conditions and mitigate the impact of
local brand competition. Downy has done particularly well in Indonesia, Philippines
Brands adding the most shoppers in 2015 FMCG – not so fast moving and Thailand, with rising penetration, brand stretching and
Nine out of the 2015 Top 10 brands by CRPs featured in 2014’s Top risers: consistency wins through innovation such as Downy Unstopables scent boosters helping
Colgate 19m leader board, with one new entrant for 2015: Dove. Observe the fastest growing brands globally to fuel a great CRP performance.
to see they have added more than 13 million
Maggi 18m This year’s Global Ranking reveals that 50% of the 11,000 new households each—that’s three times Brands with purpose
Lay's 17m brands analysed are growing their CRPs, with 50% declining. what other growing brands achieved. On Consumers are increasingly responsive to brands such as
This split is evident in the Top 10, where six brands have rising average, brands growing globally add five Lifebuoy (+7%) that show a social purpose through their
Vim 15m CRPs. It demonstrates the need for brand owners to balance million to their shopper base. marketing and offer a gateway to healthier lifestyles.
their portfolios. Pantene’s reductions in CRPs, for example, was
Dove 14m counterbalanced by strong growth of other Procter & Gamble Fabric softener Downy leads the top CRP Colgate, however, is the brand which is recruiting the greatest
Sunsilk 14m products such as Downy (+23%) and Oral-B (+9%). risers for the second year running, with number of new shoppers, most of whom are in India.
Vim, Doritos, Lay’s, Cheetos and Dove
Dettol 13m Overall, growth brands expanded their CRPs by 9.8% last year; returning too. These brands also grow value Big room for brand growth
declining products saw a drop of 8.3%. This suggests that consistently, on average by 10% globally. The Global Ranking lists the world’s most chosen brands,
Hershey's 12m winning brands may have grown their categories at the expense achieving high penetration in their markets. Yet only Colgate
Downy 11m of other FMCG purchases. reaches more than half the world’s households. All other
FMCG brands, including table leader Coca-Cola, still do not
Doritos 11m It's a reminder that with competition from other growing penetrate a majority of households.
“
Sources: Kantar Worldpanel 2014. Germany, Italy, Russia and US data
markets, FMCG is not guaranteed its current share of
supplied by GfK and IRI wallet. Interest needs to be stimulated through innovations, Of the 11,000 brands analysed, only 2% are purchased
engagement with technology and the creation of brands that Emerging or fast by more than 80% of a country’s shoppers – so even
make consumers lives easier, happier or healthier. the most successful brands have room to grow.
Today’s value-chasing consumers are as
growth markets (See page 6, Brand Growth: A roadmap).
likely to choose local brands, shaped by local Brand Footprint calculates that 250 billion FMCG shopper account for 80%
cultures, tastes and nuances, as brands decisions were taken last year – a similar figure the previous
produced by global FMCG giants. year. Flat CRP growth poses a key question for FMCG: is the
of CRP growth
* includes households from GfK (Russia, Italy, Germany) and IRI (USA) Luis Simoes, Global Strategy Director, Kantar Worldpanel See how your brand is doing and play with the data on www.brandfootprintranking.com
4 5
Brand Growth: A roadmap Rule 2
To win the penetration game, FMCG
brands need to be distributed and
marketed to as many consumers
through a global crowd-sourcing
campaign to create new flavours.
Make your brand as possible. Sharp urges brands Available to purchase
to ‘refresh and build memory Coca-Cola, the world’s leading
What Brand Footprint data year, is the secret of successful Kantar Worldpanel’s Brand Footprint accessible to as many structures’ with mass market FMCG brand by CRPs, has long made
tells us about growing brands FMCG brands and growing
Consumer Reach Points (CRPs).
has access to panels making up
412,000 households across 35
shoppers as possible advertising that features distinctive
yet simple messaging.
physical availability one of its three
core marketing principles. Through
and shopper behaviour countries. Experts across the global distribution networks and
There’s a fundamental truth about Many marketing theorists support globe have observed consumer The Top 50 brands spend millions franchise systems, Coca-Cola has
FMCG brands: the key to growth the penetration proposition, and shopper behaviour in relation of dollars annually on marketing in lived up to its late president Robert
is attracting more buyers. In other including Professor Byron Sharp to over 11,000 brands. Here we all its forms – expenditure that gives Woodruff’s promise to put Coke’s
words, increasing penetration, in How Brands Grow, where he focus on four rules for brand them a better chance of succeeding products “within arm’s reach of
as measured by the number of uses empirical evidence that growth that contribute to achieving in the moment of truth and validate desire”.
households buying a brand in one includes Kantar Worldpanel data. consistently high CRP scores. the CRPs they achieve.
In Asia’s growing urban centres,
Snack brand Lay’s is one of the distribution assumes even greater
Penetration is the key to growth Penetration Volume growth Frequency fastest growing brands in terms of marketing significance. Local brand
CRPs. Its launches in Italy and Brazil growth comes from concentrating
Only 2% of brands reach over Source: Brand Footprint 2015 used all the levers to make its brand on outlets in lower tier cities where
memorable, from traditional push- global brands are often not found
80% of households marketing (celebrity endorsement and boosting brand awareness in
Penetration Brands 2.8 by footballer Lionel Messi in TV, store. Chinese toothpaste brand
Change per year outdoor, digital, in-store and on-pack Saky, for instance, has grown
Over 80% 2% 1.1 advertising in time with the 2014 by being well-distributed and
0.3 2.4
FIFA World Cup) to ‘pull’ marketing highly visible on store shelves.
60-80% 5% 0.2
0.8
0.1 0.2
0 -0.2 -0.1 0 0
40-60% 9% -0.2
-0.8 Penetration needs to be earned again “Heavy buyers are important too, but
20-40% 19% -2.4 -0.5 Rule 3 and again. Kantar Worldpanel’s chances are there aren’t so many.”
-1.4 historical panel data shows that the While new shoppers come on board,
10-20% 19% Retain and attract light vast majority of your brand's buyers others are lost; the challenge is to
-2.7 will buy your brand once, and that achieve a positive balance.
5-10% 15% or occasional buyers the most common shopper behaviour
Below 5% 32% Worst 15% Next 15% Other losers Other winners Next 15% Top 15%
within the category is not to buy your So brand penetration strategies
brand at all. This is largely because need to focus on increasing the
in most FMCG categories, consumers number of light buyers, rather than
have a multitude of brands to choose heavy or core shoppers. This can
Penetration is a measure of brand Set your penetration goals from. include targeting new usages, new
Rule 1 or category popularity. If your brand Innovation is a key penetration strategy consumption occasions, expanding
is popular, says Richard Herbert, for Top 50 growing brands. Downy, The majority of a category’s shopper equity into new categories, smart
Increasing brand Global Insight Director at Europanel, an outstanding example, increased base is light buyers, who are “very sizing or new brands to cover all
“everything else follows”. CRPs last year by 23% with campaigns important because there are so price ranges.
penetration is pivotal ensuring mental and physical many of them,” notes Alison Martin,
Europanel’s BG20 study of 16 availability across country and across Director of Kantar Worldpanel.
countries in Europe, Asia and the category. In February 2015 the brand
Americas explored 9,000 brands in 79 stretched outside the laundry category
categories covering foods, beverages, with the launch of the Unstopable Your buyers are another brand’s Chocolate spread Nutella is bought
household and personal care. Collection of home scenting products, Rule 4 buyers, who also buy your brand. by 60% of households in France,
The strong relationship between including air sprays and candles. Kantar Worldpanel data indicates that but still has to renew a third of its
penetration growth and brand growth (More on Downy, page 12.) Your buyers don’t consumers buy a range of brands in customers every year.
is clear, whereas no such correlation most categories.
exists between frequency and growth. Only five brands in the world get close belong to you Idriss El Ganari, Knowledge Director
Few of the Top 10 brands in the Global to 100% penetration in their markets This underlines the need for constant at Kantar Worldpanel France, says
Ranking Top 50 (page 8) dip below – Coca-Cola in Mexico, for example buyer recruitment, even for high- the reality of customer churn has
20% penetration, with the strongest, – however the most common brand penetration brands. A Kantar implications for marketers focused
Colgate, exceeding 60%. This means penetration is below five per cent. Worldpanel study of 2,000 brands in on loyalty programmes. El Ganari
every brand has room for growth. Of So marketers need to be realistic in France in 2014 found 50% customer explains: “Loyalty can't be efficient
all the growing brands in the world, setting targets and these should be churn for each brand examined. because customers don’t come to
75% have grown in penetration. based on growing penetration. your brand on a long term basis.”
6 7
Brand Footprint Global Ranking Top 50
Rank 2014 Rank Rank Brand Manufacturer Consumer Reach Penetration Frequency Consumer Reach Rank 2014 Rank Rank Brand Manufacturer Consumer Reach Penetration Frequency Consumer Reach
Change Movement Name Points (m) % Points Growth % Change Movement Name Points (m) % Points Growth %
The Coca-Cola
1 0 5,722 43.3 13.4 -2 26 -2 Mondelez 876 11.6 7.6 -4
Company
Colgate-Palmolive
2 0 3,992 64.6 6.3 3 27 -1 P&G 868 23.6 3.7 -2
Company
The Coca-Cola
3 0 Nestlé 2,755 32.7 8.6 5 28 1 757 21.2 3.6 0
Company
4 1 Unilever 2,338 26.5 8.9 7 29 -1 Danone 747 12.9 5.9 -8
5 -1 Nestlé 2,137 22.8 9.5 -8 30 1 Unilever 743 4.3 17.7 3
The Hershey
6 0 PepsiCo 1,984 24.6 8.2 1 31 2 735 13.9 5.3 4
Company
7 2 PepsiCo 1,747 27.2 6.5 6 32 -2 P&G 722 13.7 5.4 -2
Mc Cormick &
8 -1 Unilever 1,647 29.4 5.7 -4 33 -1 721 14.5 5.1 1
Company
9 3 Unilever 1,457 34.7 4.3 6 34 3 PepsiCo 714 14.5 5.0 7
10 0 P&G 1,438 29.8 4.9 -1 35 0 Beiersdorf 692 22.2 3.2 3
11 -3 P&G 1,386 26.2 5.4 -17 36 0 Unilever 670 15.8 4.3 1
12 -1 Nestlé 1,375 29.2 4.8 0 37 2 Ferrero 665 12.2 5.5 5
13 0 Unilever 1,316 31.8 4.2 1 38 4 PepsiCo 636 15.5 4.2 4
14 4 P&G 1,264 14.2 9.0 23 39 -1 Unilever 630 14.4 4.4 -2
15 0 Unilever 1,212 20.1 6.1 12 40 14 Unilever 621 12.6 5.0 18
16 -2 Kraft 1,143 15.2 7.7 -11 41 -1 Unilever 617 15.5 4.0 -2
Colgate-Palmolive
17 -1 1,059 18.9 5.7 -2 42 2 General Mills 610 10.4 6.0 1
Company
Del Monte Foods,
18 -1 Danone 1,053 14.9 7.2 -1 43 -9 607 13.1 4.7 -11
Inc.
19 3 Unilever 936 12.5 7.6 2 44 4 PepsiCo 603 11.6 5.3 9
The Coca-Cola
20 1 928 25.0 3.8 1 45 0 P&G 601 22.0 2.8 4
Company
21 2 Mondelez 921 25.0 3.7 0 46 3 Yakult 597 8.2 7.4 9
22 -3 Ajinomoto 917 7.0 13.3 -5 47 -4 Barilla Group 591 13.0 4.6 -3
23 -3 Bimbo 912 6.8 13.6 -2 48 -7 P&G 588 15.0 4.0 -6
24 1 Nestlé 893 7.8 11.5 0 49 -3 Unilever 570 16.4 3.5 1
H.J. Heinz
25 2 889 18.4 4.9 4 50 5 PepsiCo 562 5.8 9.9 7
Company
Source: Brand Footprint 2015
8 9
The Next 20 The Brands Knocking on the Door of the Top 50
Rank 2014 Rank Rank Brand Manufacturer Consumer Reach Penetration Frequency Consumer Reach Notable in the Next 20 this year
Change Movement Name Points (m) % Points Growth % are budding brands within global
portfolios
51 -1 PepsiCo 546 8.6 6.4 0 Plucky and dynamic, the strongest
growth among these is achieved by
52 -5 Procter & Gamble 545 17.1 3.2 -3 Dettol. Its 11% increase in CRPs saw
it climb five places in the 2015 Global
53 -2 Unilever 533 16.4 3.3 -1 Ranking to number 57.
54 -2 Unilever 521 13.2 4.0 -2 Also rising fast are Procter &
Gamble’s premium toothpaste
55 -2 Kimberly Clark 514 12.6 4.1 -3 Oral-B and Kellogg’s latest recruit,
Pringles, as strong marketing
56 0 Unilever 487 11.2 4.4 -2 investment pays dividends for
both players.
57 5 Reckitt Benckiser 475 15.7 3.1 11 increase in global CRPs, it is the users on brushing strategy and
Keeping it clean world’s 67th most chosen brand and warns them if they ‘missed a bit’.
The Clorox
58 -1
Company
470 10.4 4.6 -5 Launched in Indian hospitals over 80 the fifth most chosen in oral care.
years ago, Dettol Antiseptic Liquid Snap, crackle… and pop
59 -1 Johnson & Johnson 469 15.9 3.0 0 was first used during surgical pro- One of P&G’s billion-dollar brands, Squeezed by changing breakfast
cedures. Since then, the brand has Oral-B is on the cusp of a truly habits in its key markets of Germany
60 0 Mars 467 13.7 3.5 3 diversified to categories including global reach, among the top 100 and the UK, Kellogg’s needed a star
bar soaps, liquid hand wash, body brands in three continents: US, brand to spearhead the growth of its
61 -2 Kraft / Mondelez 447 11.5 4.0 -2 wash, shaving cream and plasters. Latin America and Europe. Growth snack portfolio. It appears to have
has been slower in Asia and the found it in Pringles.
62 3 Mars 430 13.1 3.3 3 Universally positioned as ‘protector Middle East, but it has nonetheless
from germs’, it gains most of its climbed the ranking in every region Well established in USA and Europe,
63 4 Nestlé 430 5.8 7.5 6 CRPs from Asia and the Middle across the world, especially in Pringles' 7% rise in CRPs saw
East, in particular India, where it Europe (+15%) and Latin America, it climb two places in the global
The Coca-Cola experienced double digit growth where its Dare to Change campaign ranking to become 68th most
64 -3 423 13.2 3.2 -4
Company
in 2014 alone. Dettol’s brand contributed to a 10% rise in CRPs. chosen brand, mainly due to fast
65 -2 Dr Pepper 415 5.0 8.4 -1 equity there is such that the Indian growth in its core US market, the
Prime Minister launched its latest While toothpaste has the highest UK, Germany, France and Russia.
66 0 PepsiCo 413 6.9 6.1 1 campaign, Swachh Bharat, endorsing global penetration in the health
its Clean India message as one of his and beauty category, there is Pringles is both leading and riding
67 4 P&G 410 18.3 2.3 9 key governmental policies. still headroom for brand growth a category wave. One of the fast-
in oral care. Mouthwash, for est-growing FMCG categories this
68 2 Kellogg Company 401 11.0 3.7 7 Like many premium brands in the example, has only 27.3% global year, savoury snacks are in very
report, Dettol recently launched a penetration and new ranges such good health: now bought by 80% of
69 -5 P&G 393 6.1 6.5 -6 smaller, affordable pack, increasing as whitening toothpastes have households globally. Sales within the
penetration in rural areas and bolstered sales in many markets. category increased by 4% in 2014.
70 -1 P&G 389 10.7 3.7 2 smaller towns.
But Oral-B shows most promise in Kellogg's continues to work the
Most of Dettol’s European sales are premiumisation. Investing heavily in brand hard. Pringles Tortilla
Source: Brand Footprint 2015
within the UK, with CRPs growing new product development, the brand launched in the US, Mexico and Cen-
by 13%. Its new ‘Laundry Sanitiser’ demonstrates the first real collabora- tral America last summer with three
product extends the anti-bacterial tion between FMCG and technology. different flavours, and its 2014 World
pledge to the washing machine. Cup marketing in the UK saw it boost
For full global, regional, country and sector rankings, information on panel sizes and a complete index This year it introduced a toothbrush CRPs by 12% in the country.
Teeth and tech for the information age, which
of the Top 50 brands included in this report, visit www.brandfootprint-ranking.com Oral-B rose four places to enter the connects via Bluetooth to a See how your brand is doing and play with the data on
Next 20 for the first time. With a 9% smartphone app, congratulates www.brandfootprintranking.com
10 11
Movers and Shakers The Next Generation: Beyond the top 70
The 10 fastest growing brands in the top 50 have had an exceptional 2014, Sunsilk: smooth growth Today’s smaller but rapidly climbing
cumulatively reaching consumers on an additional 10.6 billion occasions Sunsilk, also known as Sedal or Sedã, brands could well be tomorrow’s
has consistently innovated across
Six of the top 10 return from last year: Downy (top for the second year the marketing mix, making it more
major global brands
running), Vim, Doritos, Lay’s, Cheetos and Dove. This shows that even the accessible to young, middle-class Growth typically comes in at least
very biggest brands have the capacity to grow consistently. women in developing regions. one of three ways: acquiring brands
to extend portfolio, extending into
Downy stays up In Malaysia and Indonesia, Sunsilk new or adjacent categories and
The Procter & Gamble fabric softener Downy remains the world’s fastest engaged young hijab-wearing working positioning to cover new targets,
growing brand, increasing its Consumer Reach Points by 23%, and moving women: its Hijabista campaign in consumption occasions or price tiers.
up four places to 14. This is the first time Downy has achieved over one 2013 ranged from TV to targeting hijab
billion CRPs, joining Brand Footprint's Billionaire Club. bloggers. In 2014 the brand saw nearly Here we look beyond the Top 70 to
22% CRP growth in the Philippines, 13% our next generation of brand titans of American-based brewing giant raised awareness across the region,
Top 10 risers globally based on CRP Growth in Mexico and 12% in Indonesia. according to CRP growth. What Anheuser-Busch, it is the world’s especially India and Indonesia.
strategies are these promising third most chosen beer brand and has
CRP Source: Brand Footprint 2015 Lay’s: football and flavours brands using to improve penetration seen 63% growth in spend. The range has continually expanded
Growth 22.8 The PepsiCo-owned snack brand and frequency in different markets? across shampoos, conditioners and
% 18.3 features in the top 10 recruiters In the 2015 ranking Brahma has styling aids. Much success has come
11.8
for 2014. Strong CRP growth in the If you can’t build it, buy it experienced 23% CRP growth and it from the innovative 7 Day Keratin
9.0 8.8 core US market (up 5%) has been Professor John Quelch, Professor has shown consistent growth in the Smooth system.
7.2 7.1 6.9 backed up by Asia and the Middle of Business Administration at ranking over the past three years.
6.3
5.8 East (up 5%) and Europe (up 7%). Harvard Business School, told Brand Coffee brand Dolce Gusto's CRPs
Rising stars
Mountain Dew
0 Footprint: have grown by 16% in the last year,
Lifebuoy: profit through philanthropy Haircare brand Tresemmé has been powered by strong performances in
Lifebuoy
Cheetos
SUNSILK
Doritos
Downy
Yakult
With Lifebuoy, Unilever's ambitious task "If you are a multi-national part of the Unilever portfolio since Western Europe, especially Spain
Lay's
Dove
VIM
BRANDS
is to change the hygiene behaviour of one corporation looking to grow a brand 2010 with rapid roll out around the and France. The most recent opening
billion consumers across Asia, Africa and globally, one option is to develop one’s world in the last five years. Now placed of a new factory in Brazil (the first
Rank 1 2 3 4 5 6 7 8 9 10
Latin America. Lifebuoy has executed own product portfolio, or alternatively at 104 in the global brand rankings, it outside Europe) shows the brand has
educational campaigns, such as World acquire established local brands. looks set to soon join the top 100. the ambition to grow globally.
Handwashing Day, and local initiatives International beer companies have
Growth has been fuelled by Indonesia, Brazil, Thailand, Peru, Venezuela supported by NGOs to spread awareness principally operated in that fashion."
and the Philippines. Building on its multi-sensory campaign, Downy used about hygiene among children.
“
a Game of Thrones theme encouraging dual usage such as Downy fabric Indeed, Brahma’s global success is
conditioner with Tide Laundry. Developing products to suit new a story of mergers and acquisitions. If you are a multi-national corporation looking to grow
usage occasions, such as the colour- In 1999, Ambev acquired the brand
While its global growth levels are not reflected in the US, Downy features changing handwash indicating when along with its longstanding rival
a brand globally, either develop your own product
in the US top 100 with penetration of 28.4% of US households. 2014 saw germs have been killed, the Lifebuoy Antarctica and was widely tipped to be portfolio, or acquire established local brands
the launch of the ‘Rip your clothes on’ commercial during the Victoria’s Handwashing Behaviour Change Brazil’s first international player. But
Secret fashion show. The importance of softness and comfort was further Programme has helped increase it was only to enjoy global distribution
promoted with the #Hugmore video and consumers were invited to design the brand’s CRPs 7% globally. upon its merger with Belgian brewer
the next Downy Simple Pleasure scent. Interbrew five years later. Marketed as ‘used by the Consumers the world over love
professionals’ due to the brand’s coffee. Instant, roast and ground
Mountain Dew’s global range The brand has nonetheless become heritage in salons, Tresemmé coffee are purchased and taken
Moving five places up the ranking and increasing its CRPs a totem of success for Brazil, which is priced to fit into a niche more home by at least half of shoppers
by 7%, Mountain Dew has entered the ranking at number 50. Did you according to Devin Kelly, Inbev’s vice expensive than value brands but still globally. The ease of preparation and
While the US is Mountain Dew’s biggest market, it has seen
growth in Asia, especially in Thailand and Vietnam.
know? president at the time, was always its
ambition. “The emotional context of
an everyday option. long shelf life of instant make it the
most likely entry point to the category
Brahma, at the heart and soul of this CRP growth has been particularly in countries with a weaker coffee
Mountain Dew has managed this strong performance in the face of incredible country called Brazil, was strong in Asia (94%) where the brand culture. Consuming on the go or in a
a slow-down in the carbonated soft drinks market as consumers the single most important factor.” has risen 51 places, and yet is a café is an affordable piece of luxury.
lean towards healthier alternatives. 2014 saw plenty of innovation relative unknown, currently only Coffee capsules have helped create
with new variants and flavours as well as a Mountain Dew Diet, 2 out of 3 Filipino homes buy In 2005, Brahma was made available reaching 1.3% of this vast population. the holy grail of marketing: a new
promoted by car racer Dale Earnhardt. With the Millennial target for the first time in 15 countries, category – combining the indulgence
in mind, the ‘Dew After Dark’ game-on tournament featured 3-in-1 White Coffee including the UK, US, Canada, A partnership with the television of café culture with the convenience
the newly released Call of Duty Advanced Warfare game. Russia and France. Now, as part show ‘Asia’s next top model’ has and speed of the capsules.
12 13
UK RUSSIA
IRELAND GERMANY
FRANCE ITALY
PORTUGAL SPAIN
USA GREECE
MEXICO SOUTH KOREA
CENTRAL AMERICA CHINA
COLOMBIA TAIWAN
ECUADOR PHILIPPINES
VENEZUELA VIETNAM
PERU MALAYSIA
BOLIVIA THAILAND
BRAZIL INDONESIA
CHILE INDIA
ARGENTINA SAUDI ARABIA
Source: Brand Footprint 2015
KEY
Number 1 Brand By Country +3% 1 to 3% 0% up to -4% -4% onwards
Countries worldwide have different food and beverage categories. are part of consumers’ daily lives, dairy brand Alquería, which this consistent with its ambition to be emerge triumphant from a market
brand preferences, as depicted With the exception of Coca- generation after generation.” year takes top spot as Colombia’s market leader,” says Garavaglia. marred by food safety scandals. As
in our map of top brands around Cola, top brands per country A mere five brands in the world number one brand based on CRPs. She highlights Alquería’s high its competitors lost shoppers, I-Mei
the globe, with food and beverage are invariably local, integral to a have reached over 99% shoppers In doing so, it nudges aside fellow penetration rate of 71% and notes the stood out as a company willing to
products dominating the list country´s culture and symbols of locally. These are Pil in Bolivia, local dairy and food producer Colanta, company partners to gain necessary act fast and take responsibility.
both consumer habits and tastes. Coca-Cola in Chile and Mexico, 2014’s leading brand in Colombia. expertise in new categories. Alquería Held up as a role model for food
On average, number one brands Indomie in Indonesia, Gloria in Peru has, for instance, embarked on a standards nationwide, I-Mei was
reach 85% of shoppers in their “We see local brands taking the and Almarai in Saudi Arabia. These Alquería is a study in meticulously joint venture with Danone, to create able to trade on a reputation for
country, a level achieved by only number one position in more than brands have reached the holy grail planned local expansion. The family- DASA which supplies the local honesty and integrity. It is now
one per cent of FMCG brands three quarters of the 35 countries in terms of attracting buyers and owned company was founded in market with yogurt products. the most popular brand in the
across the world. While this level profiled," says Virginia Garavaglia, can now focus on increasing the 1959 as a milk processor and has country and purchased by 82%
of penetration is crucial to success, Global Brand Footprint Project number of times they are purchased. gradually diversified into other Trust matters of Taiwanese households. I-Mei
Consumer Reach Points (CRPs) are Director. ”These brands tend to be foods and beverages such as juices Another change in this year's Number products were chosen 44 million
dependent on purchase frequency tried and trusted by almost every Penetration boosts Alquería and ice cream. “Alquería started One Brand By Country ranking times in 2014, which contributed
also, which tends to be higher in household in the country. They Noteworthy is the performance of small, but growth was steady; saw Taiwanese food brand I-Mei to a sales increase of 4.7%.
14 15
India is polarised in terms of FMCG performance: Country Focus: India
sales volume is down by 3% year-on-year in
rural areas but buoyant in urban areas
A rise in disposable income in India, and smooth hair instead of relying on
fragrance diversity. The biscuit category
especially among urban consumers, was able to carve out a health segment,
is fuelling a boost in confidence which overall grew consumption by 5%.
and significant change in FMCG Pillsbury’s Multigrain Atta dough brand
grew CRPs by 8%.
purchasing habits
India has one of the world’s fastest LOCAL BRANDS ON THE RISE
growing and confident economies: the In India, global-versus-local brand
International Monetary Fund forecasts popularity by CRP splits 40/60.
growth of 7.5% this year, exceeding Colgate is the one global brand
that of China. in India’s top 10 brand ranking,
a new entrant for 2015 thanks to
This confidence is displayed in FMCG, exceptional penetration of 87%.
which has seen a large proportion of
successful premium brand launches Nearly half the fastest rising brands
in 2014. In bar soaps, for instance, the are local. Toothpaste brand Dabur Red
share of spend on premium brands capitalised on a surge in interest for
increased from 30% to 33%, while herbal products, as did herbal shampoo
premium brand share for shampoos Kesh King, a premium range that found
grew from 34% to 36%. success in its launch states. Indian
biscuit brand Britannia has also entered
ASPIRATIONAL DRIVE TO PREMIUM the top five for the first time, boosted by
Consumer aspiration to purchase growth of the biscuits category.
premium brands is not about replacing
cheaper counterparts, but is on top PERSONAL CARE POSITIONING
of their existing shopping baskets. Intelligent positioning is key to
Nearly half of biscuit buyers (45%), for success in Indian personal care. Fogg
instance, purchased premium as well deodorants made a significant impact by
as discount brands. pursuing a functional ‘no gas’ marketing For the 2014 wedding season, Sunsilk
strategy, rather than the more emotional launched 'BandBaajaBridesmaid', a
Pack size reduction has helped make positioning of competitors. This campaign targeting the bride's friend,
such brands accessible to a wider resonated with Indian consumers, and sister or cousin instead of the bride
socio-economic audience. Economic the brand is key to the category growth herself. This, alongside a partnership
growth has also encouraged more of deodorants overall. deal with the Bollywood film ‘2States’
consumers to purchase premium than to help launch its Natural Recharge
before; milk food drinks, face and hand Sunsilk is also thinking outside the box variant, helped the brand experience
washes, and fabric softeners have seen when it comes to the Indian market. 10.4% CRP growth in 2014.
good CRP growth in the past year.
At the same time the CRP ranking of Top 5 most chosen brands Top 5 RiserS
mass market detergents Ghari and
Wheel suffered, due to a significant Brands CRP (M) Brands CRP Growth %
fall in purchase frequency as premium
alternatives become popular. Parle 4,219 Anmol 36
Clinic Plus 3,350 Sakthi 27
NEEDS DRIVE BRAND EXTENSIONS
In line with growing consumer Amul 2,654 Dove 24
affluence, Indian marketers are
embracing needs-based marketing
Ghadi 2,154 Thirumala 24
strategies. Personal care has seen Britannia 1,842 Arokya 20
product extensions as a result, with hair
care brands now focusing on hair loss Source: Brand Footprint 2015
16 17
Global Trends, Brand Responses
Understanding consumer trends and bought. In India the rise of statement in 2014 by removing partnered with premium British
e-commerce is partly fuelled by sweets and crisps from the store Selfridges allowing shoppers
and behaviour allows brands to more middle-class women going out checkout in 600+ stores in the UK. to create a jar with their name on it.
plan for the future to work. Crowd sourcing is popular, with
BUILDING trust brands such as Downy and Lay’s
The boom of the Millennial generation In an age of abundant choice, developing new variants. Blends for
in developing markets brings consumers are drawn to brands Friends in the UK lets consumers
consumers with different needs with a commitment to deliver their design and name their own tea,
and attitudes. India’s Engage, for promises. Confidence lost is hard to while Concoction shampoo does the
example, offers couples matching win back, as recent meat scandals same personalisation for haircare.
deodorant pairs such as Rush & in Taiwan and Europe showed.
Blush, Frost & Drizzle.
“
In the West, L’Oreal Paris is using In India the rise of
more mature models to appeal
to specific targets, and smaller e-commerce is partly
households are targeted by products fuelled by more
such as Loyd Grossman for One sauce
in the UK. middle-class women
going out to work
The health parallel
Some brands are moving beyond
reactive health to proactive and
Consumption habits around the restorative, with anti-ageing
world continue to evolve and brands
that cater for these shifts create new
opportunities for their businesses.
properties and nutritional
boosts: Activia yoghurt’s ‘happy
tummy’ is one example.
Digital Trends: Great expectations
The world is diverse in shopping
behaviour and tastes, but there are The trend extends to personal
four common trends to note. care. Premium Chinese toothpaste
The Millennial generation now the Taplister app to tell their ale-loving cus- In developed markets, the click-and-collect
tomers which beers are on tap via Facebook, concept has come of age. In the UK, Waitrose
YunNanBaiYao uses a traditional Consumers are looking for expects brands and retailers to Twitter and the company website. is introducing hotel-style welcome desks to
Demographic shifts medicine to help with pain relief. sustainability as part of a brand’s offer goods on their demanding, facilitate online shopping, while in the US,
Populations are changing the world quality promise, in response to
over, but not necessarily in the same Brands and retailers are in step complex FMCG supply chains.
tech-savvy terms People use Facebook to get ideas from their Walmart is testing online grocery delivery and
friends; brands and retailers are doing the in-store collection, looking to its UK chain
way. Rising affluence across Asia is with the fight against obesity: French food producer and grocer same with their fan bases, involving avid Asda for inspiration. Asda offers delivery
changing how brands are positioned discounter Lidl made a strong Fleury Michon unveiled its Seamless integration consumers in product line extensions, NPD across 97% of the UK; in February 2015, the
#venezvérifier campaign so that High mobile penetration means retail is now research and testing. When Sunsilk used retailer bought 15 petrol stations where it is
consumers could follow its surimi everywhere and instant – consumers can social media to canvass opinion on whether installing click-and-collect lockers.
(fish and meat paste) range, from shop at home, in-store – encouraging brands Indonesian women should use hair colourant or
fishing vessels in Alaska to the to incorporate e-commerce into every digital keep their natural black, over 70% of the 6m Entertain me
supermarket shelf. touch point. H&M's 2014 Super Bowl shop-able voters preferred the natural option and sales of Reaching digital-savvy consumers
ads, for example, displayed prompts to viewers the brand’s Black & Shine variant rose by 30%. now demands a sophisticated mix of
October 2014 saw Unilever using Samsung Smart TVs to buy the clothes advertising, PR, sponsorship, social
launch its first TV ad to associate featured in the ad. Convenience culture media and entertaining content.
sustainability with the Unilever logo. Across the globe, long working days and
Downy and Comfort single rinse Facebook and Twitter are investigating how to tedious commutes are commonplace. In South From Downy’s branded entertainment
fabric conditioners have thrived in leverage sharing and conversational behaviour Korea, Tesco introduced their Home Plus TV show in 2014, to chewing gum
South East Asia, saving precious into conversion to purchase, testing 'buy' service in 2010: commuters now see products brand Trident sponsoring Trending 10,
water, good for the environment and buttons letting users instantly pay for goods. on digital posters at train stations, arranged a TV show based on tweets, brands are
good for the consumer. in aisles like a conventional shop. Using QR exploring every possible digital-friendly
Digital data codes, people can shop with their mobile platform to engage with consumers.
Me, not we Consumers want information as much as they phone on the platform, and their order is
Consumers demand the unique want discounts. US craft beer outlets now use delivered when they get home.
and unexpected. Ferrero’s Nutella
18 19Global and Local: Brand leaders speak
Keith Weed, Global Marketing Officer billion times a day, and I want that to a certain sector of people. A How are you planning for global
Unilever ‘U’ in every home to stand sense of uniqueness about your
of Unilever, one of the world’s top for quality, value and sustainability. brands and positioning, gives you expansion?
three FMCG manufacturers, on the scope to develop and appeal to new Marico started with the luxury of
plan to double overall revenue from Last year the Unilever brand consumers. operating in one large plane in a
launched its first ever TV campaign, single market. There are some
Unilever brands while halving its Bright Future Speeches, featuring We go wrong when we try to place countries where we are dominant
environmental impact inspiring young people acting to too many bets on the table. You must leaders and those where we are not.
create change. This is definitely one envision the future and then ask We need to share this knowledge to
What is your view on how to watch in 2015. whether your portfolio is in line with effectively manage the category and
brands grow? this future. drive innovation in our portfolio across
Of course our biggest brands, like the globe.
I have long held the view that the only Dove and Lifebuoy, are brands to What advantages are there to being a
sustainable growth is consumer- watch every year, since their conti relatively young brand-owner? We are looking at how we best
demand-led growth, and that is the nuous innovation is one reason why operate in multiple markets
job of marketers. Brands that are they command the footprint they do. Social, economic and political in a manner that is still fast,
growing strongly and sustainably that consumers love. This is backed Sameer Satpathy, Chief Marketing environments have always been entrepreneurial, yet enjoys all the
today are ones that give a consumer by great execution in the marketplace One brand to keep an eye on this year Officer of Marico, the Mumbai-based volatile in some countries and that advantages of scale. That requires
not just a product to buy, but an idea in terms of pricing, packaging and is Nexxus, a premium brand in our naturally affects the future and the some innovation in the way we
to buy into, and brands that have distribution. And I’m pleased to hair portfolio, which has re-launched
FMCG dynamo, on how to build a fortunes of FMCG markets across the structure ourselves, a lot of internal
something to say. say they consistently outperform in the US and launched in the UK. global brand from East to West world. What is required of a company trust, and a culture which encourages
competitors in blind product tests. in this context is nimble-footedness, cooperation.
We have a vision to decouple our What’s your view on Consumer Reach What does success look like for you? resilience and people who are
growth from our environmental Another iconic Unilever brand, Points as an FMCG metric? Marico has embarked on a very committed for the long term. Critical to this is intelligence,
footprint, while increasing our positive Sunsilk, registered a 12% rise in distinct journey. We now operate innovation and talent. Talent in
impact. Our brands with a clearly CRPs this year. A refresh of Sunsilk’s CRP is a good measure of how many in 27 countries and it’s been very We firmly believe consumers still the end is the main ingredient
defined social purpose consistently strategy and business model in 2012 people we touch, and that is very consistent, organic growth. The key to need basics, and that their consumer to build a brand footprint across
show strong growth – Lifebuoy focused on three key pillars. important. I strongly believe that our success is having a clear strategic impulses remain the same. The need the world: global expertise
saving lives through its hand washing out of sight is out of mind, and that mission from the beginning: a unity for hygiene is still there. The need to has to come from people.
programme, for example, or Dove First, forging empathy with our means increasing CRPs is critical for throughout the organisation. You be presentable is still there. The need
building the self-esteem of women all audience, ensuring we put the sustained growth. As a company we need to know what you want to do. to eat every day is still there. And
over the world. That is because they ‘Sunsilk Girl’ at the centre of define growth as the 4 ‘Gs’ – growth as long as we keep focusing on the
stand for something real that people everything we do, from product mixes that is consistent, competitive, Now, does it take a portfolio of brands consumer and their needs, the short History
can get behind. to brand communications. Second, profitable and sustainable. Things to do it? Do you want to grow a single term disruption should not impact us. Marico was founded in 1990 as a personal
improving our expertise, particularly like CRP and brand equity are brand? Do you want to do it through care and food group to enter categories where
Which regions are leading Unilever’s in the digital space. important enabler metrics in this. value growth or volume growth? Do When the environment shifts, you multi-nationals had no Indian presence,
global growth? you want to try a combination? Which have to be prepared to change your such as hair oils. In 1996 Marico listed on
Finally we looked at innovation, route you take is up to you. But clarity plans. If oil drops to $40 from $100 Indian stock exchanges and in 2013, Marico
Indonesia, India, Turkey and the
Philippines, for example, all delivered
a year of double digit growth in 2014.
ensuring we built a balance into our
pipeline between supporting our core,
iconic variants, such as Black Shine
Unilever Top 5 and unity of vision are crucial.
Where do you see opportunity for
a barrel, is that going to impact
business? Yes. Some say it will be
positive, some say it will be negative
demerged and floated its Kaya skincare brand.
Key Brands
Growth was driven by global brands
such as Magnum, Ben & Jerry’s, Dove
and Sunlight.
and Smooth and Manageable in Asia
or Ceramidas in Latin America, and
new platforms that tap into emerging
by CRP Growth growth within existing markets?
In the past few years our core
but it will definitely change your
plans. You have to be agile enough to
come back, regroup and re-grow.
Hair care: Parachute and Nihar Natural
Food: Saffola
Health: Mediker, a lice-removal range
trends, such as the afro-descendant Vim +18% objective has been to grow market
Why have specific brands such target in Latin America. share. Now we are leaders in most That speed is critical and relies
Lifebuoy and Dove recorded positive Sunsilk +12% of our categories, in most of our on the ability of the organisation Geographical Markets
Which brands should we look out for Comfort +7% markets. And that puts the onus on us to gel together as a single fighting
CRP growth? to develop the market. unit. If everyone understands
India, South Africa, Egypt, Middle East,
in 2015? Malaysia, Vietnam and Bangladesh
They have a high ranking because Lifebuoy +7% the cause, they understand why
they tap into a real human need and One to highlight is the Unilever In under-penetrated categories the the change is required and it’s
motivation, and have a strong and brand, which has been finding ways Dove +6% game is to get more consumers. implemented very quickly. Total Income
clearly defined social purpose. This to connect people with sustainable Having a clear proposition will give $737 million (2014/2015)
creates strong, sustainable brands living. Unilever products are used two Source: Brand Footprint 2015 you a set of values which will appeal
20 21Mexican consumers reallocate their budgets Country Focus: Mexico and Brazil
from health and beauty and home care sectors to
subsidise their rising food bill
Mexico Top 5 most chosen brands Top 5 RiserS
Brands CRP (M) Brands CRP Growth %
Calorie tax has an adverse effect
on the FMCG market Coca-Cola 1,511 Delsey 82
Mexico has a weight problem: 33% of Lala 725 Emperador 14
adults are now classified as obese.
Last year, to tackle this, a new tax Bimbo 651 Los 19 Hermanos 13
was introduced on high-calorie Nutrileche 408 Jumex 11
food and sweetened drinks, aimed
at nudging consumers towards La Moderna 346 Carnation Clavel 10
healthier options. The FMCG market
has predictably suffered, but not Source: Brand Footprint 2015
in the way the government may
have hoped. Targeted categories
experience lower reductions than and jellied candies, and lots of chillies, a 4% CRP growth in 2014. Doritos are
expected because Mexican consumers ‘Crazy Doritos’ built on Mexico’s street bought by more Mexicans, more often,
reallocate their budgets from health food culture and are fast becoming a than any other in the world.
and beauty and home care sectors local delicacy.
to subsidise their rising food bill. Healthy alternatives are showing
The brand responded by providing some success, however. Pasta brand
Meanwhile, ‘How to prepare Dorilocos?’ vendors with signs that read “Dorilokos Yemina joined the national quest to
was the country’s third most Googled – Mix up your Snack!” and created a help consumers lose weight. It entered
question last year. Heaped with series of online tutorial videos. In doing the Top 50 ranking this year, following
toppings ranging from grated carrots so, it demonstrated the benefits of its high-profile partnership with a
and peanuts, to pickled pork rinds adapting to local culture and enjoyed nutritionist.
Brazil Top 5 most chosen brands Top 5 RiserS
Brands CRP (M) Brands CRP Growth %
Brazil’s golden age of growth is
over. Still the seventh largest Coca-Cola 569 Panco 18
economy by GDP, it has expanded
only 2% since 2011 Ypê 418 Liza 15
Naturally this has impacted directly Colgate 302 Marilan 14
on both industrial production and the Tang 301 Toddy 12
consumption habits of the population.
Omo 280 Limpol 12
Throughout the slowdown, however,
Source: Brand Footprint 2015
average family income increased
significantly, unemployment reached
a decade-long low and access to
credit remained high. Indeed, the The FMCG basket was less affected, occasion in terms of both volume
middle-class dream appeared to live with volume growth in line with and average ticket price. Both
on, despite concerns that it was being households’ population growth. Its Procter & Gamble’s Gillette and
propped up by personal debt. value grew above inflation in double Unilever’s Brilhante stood out as
digits, due to increased access to rising fast up the Brazilian ranking,
But in 2014 evidence showed premium categories, particularly increasing their CRPs by 19%
Brazilian consumers to be waking those that bring benefits such as and 28% respectively. After high
up and wising up, adopting a convenience and health. Overall, investments in communication and
more considered and rational consumers are shopping less in the point of sale, Brilhante grew in
approach to spending. frequently but buying more per both new and established regions.
22 23Spain: Mercadona Taiwan: Drugstores
This supermarket format gives Spanish
Watsons, Cosmed, Sasa, Poya and Momo
customers good value for money.
and other drugstores sell personal care and
Combines exclusive brands with local
impulse products, taking 7% of FMCG value
produce and suppliers
BRAZIL: Atacarejo Philippines: Sari-sari stores
This mix of retail and cash-and-carry gives People shop and meet friends at 800,000
Brazilian consumers access to bulk-buy sari-sari stores that take 44% of FMCG
products at consistently low prices share. Integral to Filipino culture
Bolivia: Door-to-door France: Drive
Direct selling has 80% penetration in
25% of French shoppers use Drive click-and-
Bolivia, mainly via catalogues and personal
collect to buy online and pick up five minutes
sales representatives. Beauty products
later at dedicated distribution centres
predominate
Shopper Trends: Tell me where you live and search for value and desire for
accessible luxury with diversified
discount grocers will grow at a rate
of 4.8% a year until 2017, compared
Global Shopper and Retail Director
at Kantar Worldpanel, calls this
I’ll tell you how you shop private label brands that appeal to a
broad range of buyers.
with 3.1% for modern trade.
In Brazil, modern trade has over 50%
“a puzzle of performance”.
Kantar Worldpanel believes online
Value-driven private label is not market share. With the country's could account 10-15% of share
Shopping habits reflect a country’s Modern trade adapts to local needs 20% in 2013 to 19% in 2014. The the sole domain of modern trade GDP growth more than halving of grocery spend in the next 10
demographics, geography and "Modern trade dominates in developed hypermarket model has stalled and retailers. In markets where there from 5% in 2008 to 2% in 2014, years. “It’s inevitable the online
infrastructures. But local values, economies, with 85% market share. convenience stores such as SPAR and is no modern trade, manufacturers the Atacarejo format (combining channel will grow, especially
lifestyles and culture also play a role In emerging economies, traditional Lotus are booming. are responding. In Latin America, wholesale and retail for people to buy for main shops, but only if the
trade, local commerce and alternative for example, Quala and Alicorp have in bulk) is thriving, as low-income logistics and costs of delivery are
Though the global economy has retail formats still rule," says Luis Private label extends its reach become the ‘people’s brand’ with low- consumers seek more cost benefits. sorted,” notes Stéphane Roger.
created global brands, there is no Simoes, Kantar Worldpanel's Global Another challenge to the growth of cost, essential FMCG ranges.
such thing as a global FMCG shopper. Strategy Director. FMCG brands is the steady rise of Digital’s untapped potential Retailers around the world are
The marketer’s role is to unravel private label in Europe, from 11.5% Discounter momentum Ecommerce is now an established working on their local logistical
why consumers around the world Across Asia the rising cost of land, market share in 2008 to 13.7% in 2014. The rise of discount grocery retail channel worldwide – Amazon solutions, such as variations on click-
consistently differ in where and how increasing urbanisation and low car “This is not a big jump for private retailing is a very European success turns a mature 21 in 2015. and-collect. In emerging markets,
they shop. ownership have led modern trade label, but it represents inexorable story: Lidl is predicted to become ‘bancarisation’ (extending banking
to be dominated by smaller format growth, often providing retailers with Western Europe’s biggest grocery But for FMCG, online remains tiny (an facilities to consumers) will make
Brands are creating unique solutions retailers. higher margins and competition for retailer by 2018. In Eastern Europe average of 3.9% of spend) compared ecommerce accessible to millions,
to local challenges (see map, above). brands for shelf space,” says Alison discounters grew their market with bricks-and-mortar outlets. but poor infrastructure, delivery fees
Some themes are present in all In China, while 56% of FMCG is now Martin, Director of Kantar Worldpanel. share from 13% in 2007 to just over Online adoption for FMCG ranges and trust in the refrigeration chain
countries, to varying degrees. modern trade, the share commanded Retailers, particularly in Western a fifth of the market (22%) in 2014. from 0.2% in Brazil to 13.2% in remain the barriers.
by overseas retailers declined from Europe, are responding to consumers’ Kantar Retail predicts that sales at South Korea. Stéphane Roger,
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