Kantar Worldpanel has published the findings of its 2016 Brand Footprint report, which states that local and regional brands are commanding a higher share of consumer grocery spend in markets around the world.
The study, which uses a Consumer Reach Points (CRP) metric to analyse how many times a brand was chosen by consumers over the course of one year, taking into account some one billion households across 44 countries, found that local and regional FMCG brands accounted for 46 per cent of total FMCG spend in 2015.
In addition, over half of FMCG market growth (58%) is driven by local brands.
“Where modern trade (supermarkets and hypermarkets) is the dominant distribution channel for many global brands, the opposite is true for local brands, who distribute through more traditional methods and are thriving in the emerging markets which are naturally showing higher rates of growth," said Alison Martin, Director at Kantar Worldpanel.
"For local brands, the world is their country: they look nationwide rather than just tier one or tier two cities. Not only are there significantly more local brands across the world, it is generally the case that they will reach more shoppers in more remote parts of their market, working in closer concert with consumer need."
Strong performing brands in this year's ranking are Colgate, which added the most new shoppers to its portfolio, Lifebuoy, Lay’s and Dove. Overall, Coca-Cola remains the world's most chosen brand.
The top ten most-chosen brands according to the report are:
1. Coca-Cola
2. Colgate
3. Lifebuoy
4. Maggi
5. Lay's
6. Pepsi
7. Nescafé
8. Indomie
9. Knorr
10. Dove
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. To subscribe to ESM: The European Supermarket Magazine, click here.
