Just 16 global FMCG brands were chosen by consumers more than one billion times in 2013, according to the findings of Kantar Worldpanel’s Brand Footprint study.
The 50 Most Chosen Global FMCG Brands report highlights how average global penetration of the Top 50 brands is just 20%.
The sixteen brands, ordered in terms of reach, were identified as Coca-Cola, Colgate, Nescafé, Maggi, Pepsi, Knorr, Lifebuoy, Lay’s, Pantene, Kraft, Dove, Palmolive, Lux, Nestlé, Tide and Surf.
Coca-Cola remains the world’s most chosen brand for the second year; the drink was chosen more than 5.8 billion times in 2013. Meanwhile, P&G’s fabric softener Downy added 9.5 million new households to its consumer base in the last year. Biscuit brand Oreo added the most new buyers, 19 million in the last year.
Nestlé-owned Maggi - instant soups, stocks, sauces and noodles - is the most chosen food brand. Maggi products were chosen more than 2 billion times in the last year, a growth of 4%.
The report highlighted how ready-to-drink tea is now the fastest growing FMCG category, adding 15 million new shoppers last year, growing by 12%.
Colgate remains the most chosen health and beauty brand in the world – growing its reach by 3% to more than 3.6 billion.
It is now the most chosen brand of its category in 18 countries and also has the largest consumer base in the world, being purchased by 6 in 10 of global households.
Local brands are growing their footprints almost twice as fast as global brands, with an average annual growth rate of 2%, compared with 1.2% for global brands.
The local brands account for 60% of global FMCG shopping choices and were chosen 129 billion times last year.
“Growth is top of the agenda for all FMCG companies, but there is no single path to prosperity,” said Josep Montserrat, chief executive of Kantar Worldpanel.
“The Brand Footprint report provides an essential guide for FMCG manufacturers on their journey to increase the dominance of their brands in the world’s fastest growing markets.”
Virginia Garavaglia, author of the Brand Footprint report, added, “The brands in the Brand Footprint ranking are masters at making their brands matter to consumers, solving functional needs and making life easier while bringing significance to people’s lives beyond mere consumption.”
© 2014 - European Supermarket Magazine
