LONDON, May 24, 2017 /PRNewswire/ --
- Emerging market spend on FMCG grew by $34 billion in 2016, up +6%
vs last year, while developed markets sales
were flat
- Kantar Worldpanel's fifth
annual Brand Footprint study is published
today, ranking the most chosen FMCG brands
across the world and revealing a macro view on the global
FMCG industry
- Key facts: brands
- Coca-Cola remains the world's
most chosen brand-for the fifth year running
- Colgate is the second most chosen brand in the
ranking and is the only brand chosen by more than 50%
of the global population
- Dettol is the fastest rising brand in the ranking, breaking
into the Top 50 for the first time
- Sunsilk is new in the Top 10 with a 12% rise in
Consumer Reach Points
- Key facts: the global FMCG industry
- Each branded consumer decision is worth $1.92
- Emerging markets account for 51% of FMCG spend
- Local brands account for 72% of FMCG market growth in
2016
Emerging markets now account for 51% of global spending on
fast-moving-consumer-goods, rising from 48% in just three years.
This is the key finding from the latest Kantar Worldpanel Brand
Footprint report, which today launches its annual Top 50 ranking of
the world's most chosen FMCG brands.
Kantar Worldpanel's analysis also shows that, with developed
markets barely growing, emerging countries were responsible for all
of the FMCG value growth in 2016, adding $34
billion to the global industry throughout the year. The
countries contributing most to this value growth include
Russia (14%), Sri Lanka (9%), Indonesia (6%) and the Philippines (6%).
FMCG growth rates by region
Global grocery spend growth slowed down to 3% last year, dropping
from 4% growth in 2015, but this varies significantly by country.
The Africa and Middle East regions enjoyed an 8% value growth
in FMCG. Headline sales also grew quickly in Latin America with year-on-year spend
increasing by 9%-largely buoyed by soaring inflation.
The United States and
Europe continued to suffer
dampened growth last year: the former saw growth rates flatline,
down from 1% growth in 2015; the latter fell from 4% to 2% growth
in the same period. Asia suffered
the most profound slowdown last year, however-falling from 6% value
growth in 2015 to 2% in 2016.
FMCG growth rates by category:
The health and beauty category suffered the biggest slowdown in
2016 with just 1% growth. Home care performed best with 4% growth,
while the food and beverages sectors achieved 3% growth each - in
line with the global average.
The value of choice
This year, Kantar Worldpanel has quantified the value of the
average branded consumer decision: that is, the average cost paid
by shoppers each time they choose a brand.
The average branded decision at the shelf costs the consumer
$1.92, with the value of that
decision varying widely by category. Decisions to buy food brands
are generally worth less than health and beauty products, but are
purchased more frequently.
Local brands and global brands
The study also shows that local brands grew by 3.9% in 2016,
while global brands grew by 2.6%. Local brands are particularly
strong in the food and beverage categories, being chosen in 74% and
67% of purchases respectively. Local brands have gained 1.1% share
of the $2 trillion plus global FMCG
market over the past three years.
In 2016, the price gap between global and local brands has
narrowed to the point of disappearing. No longer does being a
global brand automatically command a price premium. Global brand
owners are having to work harder to convince consumers that a
global choice offers additional reassurance of quality and confers
prestige.
Brand Footprint: a snapshot
Brand Footprint measures consumer choice through a metric called
CRP (Consumer Reach Point). There are now 21 brands which are
chosen more than 1 billion times. Within the top 10 brands alone,
Sunsilk (+12%), Colgate (+1%) and Nestle (+1%) have grown their CRP
and spend growth over the past year - with Sunsilk a new entry to
the Top 10 most chosen brands in the world.
Coca-Cola remains the world's most chosen brand with a global
penetration of 42%-in 9 countries, penetration rises to over 80% of
the population. Dove attracted the most new households in 2016-14
million more households chose the brand in the last year.
Josep Montserrat, Global CEO, Kantar Worldpanel
explains:
"Being chosen by more people, more often, is how a brand
grows. Understanding where to find the most valuable
opportunities - whether from an emerging
region with a growing population, or innovating to meet untapped
needs in a more developed market - is critical for
all brands.
"Through Brand Footprint, the
largest and most comprehensive study of
FMCG brands in the world, we seek to quantify the value of consumer
choice and to share some of the best examples of the strategies
brands have deployed to grow."
NOTES TO EDITORS:
Brand Footprint: the study
Kantar Worldpanel's annual Brand Footprint study is based on
research from 73 per cent of the global population; a total of one
billion households in 43 countries across five continents-covering
75 per cent of the global GDP. As part of the study, Kantar
Worldpanel tracks 200 FMCG categories around the world across
beverages, food, health and beauty and home care.
Brand Footprint: the Top 50 ranking
Kantar Worldpanel's annual Top 50 ranking of the world's most
chosen FMCG brands reveals which brands are achieving global
success, providing insights to help FMCG brands set global targets
more accurately and improve their global business growth.
It is set apart from other brand rankings by providing
information on real consumer behaviour rather than
attitude. Consumer Reach Points (CRPs) form the basis of the
ranking. An innovative metric that measures how many households
around the world are buying a brand (penetration) and how often
(frequency), it provides a true representation of shopper
choice.
To access the full global, regional, country and sector rankings
and a complete index of the brands included in the Global Top 50,
please visit www.kantarworldpanel.com/brand-footprint-ranking
Methodology and scope
This year's ranking analysed 15,300 brands and 1 billion households
in 43 countries across five continents in the 12 months to
November 2016.
Key facts from the report
Most chosen brands
- Coca-Cola remains the world's most chosen brand, and is the
number one brand in nine countries. Shoppers purchased Colgate over
6 billion times in the last year
- Maggi is the number one food brand
- Colgate is the top health and beauty brand
- Sunlight is the top home care brand
Top risers
- Dettol has entered the top 50 ranking and is the fastest
grower
- Sunsilk has entered the top 10, climbing two places and is the
fastest growth brand in the top 10
- Dove added the most shoppers to its portfolio, recruiting 14
million new households
- Barilla is the fastest growing food brand
Global FMCG: a snapshot of 2016
- Total FMCG brand sales grew by 3% in value, slowing down from
4% last year
- Local brands grew by 3.9%, increasing share to 64%
- Global brands grew by 2.6%, dropping share to 36% but gaining
$8 billion
- Spending on home care products grew the most, at 4%, while
health and beauty experienced the lowest spend growth at
1%
Growth hotspots
- Emerging markets accounted for the vast majority of FMCG growth
in 2016, with star performers including Russia (14%), Sri
Lanka (9%), Indonesia (6%)
and the Philippines (6%)
- Emerging markets grew by $34Bn in
2016 while developed markets were fairly flat, gaining $8 billion
- Revenue growth in emerging markets nearly halved in the last
year, but continues to outshine developed markets where sales rose
by 1.3 per cent
- FMCG value share in emerging markets has increased from 48 per
cent to 51 per cent in just three years
Credits
The Brand Footprint publication is a Kantar Worldpanel initiative,
and the ranking is created in collaboration with IMRB in
Bangladesh and Sri Lanka, with GFK in Germany, Poland, Russia, Italy
and Turkey and with IRI in the
US.
About Kantar Worldpanel
Kantar Worldpanel is the global expert in shoppers'
behaviour.
Through continuous monitoring, advanced analytics and tailored
solutions, Kantar Worldpanel inspires successful decisions by brand
owners, retailers, market analysts and government organisations
globally.
With over 60 years' experience, a team of 3,500, and services
covering 60 countries directly or through partners, Kantar
Worldpanel turns purchase behaviour into competitive advantage in
markets as diverse as FMCG, impulse products, fashion, baby,
telecommunications and entertainment, among many others.
For further information, please visit us at
www.kantarworldpanel.com.
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About Kantar
Kantar is one of the world's leading data, insight and consultancy
companies. Working together across the whole spectrum of research
and consulting disciplines, its specialist brands, employing 30,000
people, provide inspirational insights and business strategies for
clients in 100 countries. Kantar is part of WPP and its services
are employed by over half of the Fortune Top 500 companies.
For further information, please visit us at www.kantar.com
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