A Global Ranking of the Most Chosen Consumer Brands brandfootprint-ranking 2323 10 Brand Footprint Global Ranking Top 50 12 Fastest Growing FMCG Brands 14 Brand Leaders Speak 16 Number 1 Brand by Country 20 Category Focus 28 Regions at a Glance 36 Future Trends 41 Beyond the Print 42 Index of Brands 2015 in FMCG Key highlights from this year's report Fundamentals of Brand Growth How do brands grow Four key statements that offer guidance to today’s marketers Brand Growth in Practice Five strategic levers that have the greatest impact on brand growth Channel Hopping Global brands have to execute shopper plans in a local way Brand Footprint, a global study of winning brands in the FMCG space, offers readers a fresh perspective and the chance to look beyond conventional wisdom to new opportunities. This edition – its fourth – paints a comprehensive picture of brand growth over the past year, identifying the strategic levers that brands can pull in order to attract more buyers. A powerful component of WPP’s and Kantar’s portfolio of reports, Brand Footprint is grounded frmly in the reality of FMCG commerce: real choices by real people in real markets across the world. Sir Martin Sorrell Founder and CEO, WPP Categories 200 Brands 15,000 BRaNd FooTPRINT ReportCountries 44 ContinentsShopper decisions 300bn08 06 04 What can we learn from brands winning at the moment of truth ContentsForeword by Sir Martin Sorrell Brand Footprint: Inspiring brand growth This year’s Brand Footprint builds on the simple rule that growth is all about penetration, and demonstrates how brands have grown against a challenging economic backdrop. Penetration is at the core of Kantar Worldpanel’s exclusive Consumer Reach Point metric, allowing us to rank the best of global and local brands by that most important of things – how ofen they are chosen by consumers. Every year at Kantar Worldpanel we conduct the most exhaustive study of FMCG brands across the globe, identifying the key elements that drive growth. Brand Footprint casts a light on this, giving marketers, brands and agencies a solid basis on which to make business decisions that will lead to success. 2015 taught us emphatically that uncertainty will continue to reign, but with astute marketing the best FMCG brands will fnd a way to grow. The global economy has continued to struggle, expansion slowed in China, Europe teetered on the verge of recession, and tensions in the Middle East showed no signs of release. This year’s study is the biggest yet – covering 15,000 brands, 200 categories, 44 countries and fve continents, representing 74% of the global population. Brand Footprint now commands a larger global footprint than ever before. Thanks to our Europanel partnership, Kantar Worldpanel is able to incorporate new geographies. Specifcally, via our partnership with GfK, adding Poland, Turkey and South Africa to the study and IRI who provided the US data. Thanks also to IMRB for adding Bangladesh and Sri Lanka for the frst time. Meanwhile, new Kantar Worldpanel rankings from Nigeria, Ghana, Egypt and Kenya will allow us our frst glimpse of Africa. The following pages see our experts identify and examine fve strategic ‘levers’ that are key to brand growth. Throughout the report you will see examples of brands that have been increasingly chosen by consumers, and read how they have achieved this. However, the focus of this year’s report extends beyond the top 50 ranking as the pressure from local brands continues to bear on their global competition. While refecting the growth of smaller and local brands, we also scrutinise more niche players, looking at both local brands and brands poised to break into the ranking. Whether you’re a global, local or fedgling player, I congratulate every brand that features in this report, which I hope serves both as a comprehensive look back at 2015 and as a roadmap for growth in the years to come. Josep Montserrat CEO, Kantar Worldpanel Cov er p hoto : an iko Vill alba , tra vel pho togr aph er, h ttp: //ww w.an ikov illal ba.c om LoCaL BRaNdS CoNTINue To ouTPaCe GLoBaL Our analysis of 9,000 local brands shows that these nimble local players are proving better at exploiting growth opportunities than the 5,700 global brands included in the Brand Footprint report. Local brands are particularly strong in the food and beverage categories, catering to native tastes. In large emerging markets such as China, India and Indonesia, many consumers see local brands as not only familiar but also more afordable and widely available. Brand choices are dominated by local players in terms of both the number of brands available and CRPs. But spend still tips in favour of the multinationals: local brands make up 46% of sales compared to the 54% from global brands. Perhaps this is because the value of an average shopping decision tends be lower for local brands. Local brands command almost double the spend of purchases below $2USD, but as the price point increases, so too does the likelihood that global brands will win. This, however, is changing. Growing share in Asia, Latin America and also parts of Europe including Greece and Spain, local brands saw spend increase by 6.2% in 2015; nearly twice the rate of their global counterparts. Local brand growth can be attributed to three key drivers. Firstly, the country that they operate in is their world leading to better concentration on fuller regional distribution. Secondly, where global brands are better suited to modern trade, local brands fare better with traditional trade and will therefore fourish in emerging regions. Finally, local brands fll the ‘afordability gap,’ bringing products to consumers who would otherwise be unable to buy them. By no means does this indicate that growth is over for global brands. Within the top 10 brands alone, Lifebuoy, Lay’s and Dove all managed to not only grow CRPs, but also move at least one place up the ranking. ToP ReCRuITeRS Gaining new buyers is key to growth and, in 2015, some of the world’s biggest brands have added to their – already considerable – buyer base. Despite already being bought by two thirds of households worldwide, Colgate still managed to acquire an additional 40 million households. With their global reach, other personal care brands adding substantial penetration include Dove (31 million extra households), Sunsilk (25 million) and Lifebuoy (24 million). The ranking tells us that there is room for any brand to thrive, whatever the markets and economic conditions in which they operate. This year’s Brand Footprint report focuses on the broader strategies and tactical options that brands – large and small – have followed in order to grow. FMCG is one of the few industries selling to 100% of consumers around the globe. understanding the billions of FMCG choices made over a year reveals a snapshot of how people – whether in a small village in India or a penthouse apartment on New York’s Fifth avenue – satisfy their most basic needs. Beyond the Top 50 ranking, Brand Footprint’s unique CRP metric gives it licence to reach into over one billion households across 44 countries in fve continents. Uncovering local tastes, trends and behaviours and how these manifest in actual shoppe