Coca-Cola, Pepsi and Nescafé have emerged as front-runners in the list of the world's 100 most successful FMCG brands in terms of retail sales value, according to a new study by Euromonitor.
The Leading Brands
With sales ranging between $35 billion and $45 billion, Coca-Cola occupied the top position on the list. Latin America was Coca-Cola’s largest market, accounting for 40% of total sales in 2017.
Pepsi ranked second, with total sales of $10-$15 billion. North America was its most important market, registering sales of $4 billion.
Nescafé, with sales of $10-$15 billion, emerged as the world's third most successful brand. Sales in the Asia-Pacific region accounted for one third of the coffee brand's total sales value in 2017.
Other Segments
In the packaged-foods segment, Lay's emerged as the top brand, with a sales value of $10-$15 billion, followed by Kellogg's, with sales amounting to $8-$9 billion.
In terms of beauty and personal-care products, L’Oréal Paris and Nivea were ranked as the top two brands.
The Role Of The Asia-Pacific Region
The study analysed eight categories of products, comprising packaged food, soft drinks, beauty and personal care, consumer health, tissue and hygiene, home care, hot drinks, and pet care.
Retail sales value was highest in Asia-Pacific for all categories except pet care, and the region was found to be a key driver of sales for many FMCG megabrands.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
