文本描述
2
Brand Footprint is the leading study
of the most chosen and fastest-
growing global FMCG brands.
With behavioural purchase data
collected from more than 40
countries worldwide, it provides a
comprehensive, up-to-date picture
of the most important consumer
trends and the strategies deployed
by winning FMCG brands—at both a
global and local level.
Now in its sixth edition, Brand
Footprint stands tall as one of
Kantar and WPP’s fagship
intelligence products. It plays a
vital role in helping marketers,
retailers and manufacturers refect
on the success of their brands over
the past year, in the context of the
global FMCG market.
Drawing on Kantar Worldpanel’s
unique CRP metric, coupled with
the views of some of the world’s
most successful FMCG brands,
Brand Footprint ofers unrivalled
insight on market changes and
future growth prospects.
These are challenging and
competitive times, but there is
undoubtedly reason for optimism.
Whether you’re a global giant or a
local player, understanding shopper
behaviour is paramount to driving
growth and increasing market share.
Brand Footprint is your guide.
FOREWORD
CONTENTS
350BN
Shopper decisions
in 2017CONTINENTS
18,200
BRANDS
75%
GDP COVERAGE*
* GDP: Gross Domestic Product
042017 in FMCG
06 Fundamentals
to growth
08Top 50 global ranking
10 Fastest-growing
global brands
12 Online brand ranking
14 Global manufacturer
ranking
16 Number one
brand by market
18Focus on Patanjali
19 Brand leaders speak
20Europe at a glance
22 Asia at a glance
24Latin America
at a glance
26 Africa & Middle
East at a glance
28 The paradox of growth
in mass markets
30 Methodology
31 Explore the data
Eric Salama
Chief Executive Ofcer
Kantar33
BRAND FOOTPRINT 2018:
CELEBRATING GROWTH
IN CHALLENGING TIMES
Josep Montserrat
Chief Executive Ofcer
Kantar Worldpanel
Last year, I wrote of the unprecedented
changes happening across the world’s
political and economic landscapes—and
the increasingly unpredictable waters that
FMCG brands of all shapes and sizes would
have to navigate as a result.
Twelve months later, despite the diversity
of macroeconomic challenges the industry
is facing, the primary objective for most
brands – and their number one goal – is
growth. After several years prioritising
efciency gains and cost savings to deliver
value to stakeholders, most brands have
realised that top-line growth is now the best
way to achieve this.
The battle for consumer supremacy
between local and global brands also rages
on. They are fghting to fnd more shoppers,
and to develop the relationship those people
have with their brands—and they can win
by leveraging their messages, their brand
purpose, their availability, and their product
or service’s superior performance.
But things are further complicated by
the global proliferation of digital devices,
multi-screening, content distribution and
the omnichannel strategies required to take
advantage of them.
As we will explore further, the key metrics
for a successful brand growth strategy
are penetration and Kantar Worldpanel’s
exclusive Consumer Reach Point (CRP)
measure, which allows us to rank the most
successful brands by the number of times
they are chosen by consumers throughout
the year.
Despite this complex picture in these
challenging times, there are brands with
truly inspirational stories to tell—fnding new
shoppers and growing in a market that is
experiencing slowdown across the board.
In this, the sixth annual edition of Brand
Footprint, we are celebrating those brand
success stories. Brand Footprint remains the
leading ranking of FMCG brands, informing
the business decisions of marketers, brands
and agencies around the world.
The online ecosystem continues to
transform with every passing year. For
FMCG brands, new revenue opportunities
will one moment be in vogue, before falling
by the wayside as consumer behaviour
evolves across diferent platforms.
Both in-store and online, an understanding
of shopper choice is crucial for an accurate,
in-depth picture of the global FMCG
landscape.
To better review the omnichannel strategies
– and e-commerce in particular – we have
introduced an online-only ranking this year.
Our analysis shows up some surprising
brands heavily outperforming competitors
online (look out for the frst baby brand to
feature in any Brand Footprint ranking) as
well as those struggling to reach the same
level of dominance they enjoy ofine.
Since Brand Footprint was frst published in
2013, we’ve built up an unrivalled picture
of the choices consumers make, dissecting
the performance of thousands of brands in
order to help them grow both now and into
the future.
This publication is the largest of its
type, covering over 18,000 brands in
43 countries across fve continents—and
representing 73% of the global population.
This year’s edition once again proves an
essential guide to the trends afecting the
FMCG landscape, the global and local
factors that have created challenges for
manufacturers, and the opportunities
for growth that lie in wait.
73%
POPULATION
COVERAGEWELCOME
GLOBAL BRANDSLOCAL BRANDS
The global FMCG industry has faced
tough times in recent years. Even in
the world’s fastest-growing regions,
FMCG performance has remained
sluggish—matched by global growth
of just 1.9% in 2017. The largest
contributor to FMCG – the USA – saw
only 0.5% growth, while Latin America
grew due to high infation rates rather
than buoyed consumer confdence.
However, there are many brands
that have bucked the trend and
achieved growth against the odds.
We defne local brands as those with
a presence in a single market, while
regional brands are present in two
or more, and global brands cross at
least two continents. It is possible for
brands to thrive in this challenging
environment—you just need to
know how.
The continued
march of local brands
We have seen a trend of local
players winning share from their
global competitors in recent years,
and that continued in 2017.
Local brands tend to adapt to
market needs and trends, and
higher penetration gains come more
easily. But global brands manage
performance across multiple countries
and continents—making them less
agile and meaning overall growth
is more difcult. Ultimately, even
the fastest-growing global brands
will experience decline somewhere.
2017 IN FMCG
Consumer reach points (CRPs) explained
PENETRATIONPOPULATION
NUMBER OF HOUSEHOLDSIN A COUNTRY% OF HOUSEHOLDSBUYING YOUR BRAND
CONSUMER CHOICE
NUMBER OF INTERACTIONS WITH YOUR BRAND ACROSS
CATEGORIES IN A YEAR
Our CRP metric has undergone a small name
change this year, with ‘Occasions’ renamed
‘Consumer Choice’. While the number of
occasions is the main driver of consumer choice,
this alone fails to capture brands chosen for
separate needs within a single trip—for example
a brand present in both skincare and haircare.
This won’t impact most brands but is important
for any that cross multiple categories.
201520162017
36.2%35.8%35.4%
63.8%64.2%64.6%
Global brand share of spend by sector
Global versus local brand share of spend
58.4%
BEAUTY &
PERSONAL
CARE
20%
DAIRY
26.6%
FOOD
38.3%
BEVERAGES
47%
HOMECARE
As we will see in the brand stories
throughout this paper, some local
players gain more CRPs in a single
market than others do across their
entire global portfolio.
An increase in share of less than 1%
over two years may seem trivial, but
every 0.1% gained by local brands is
worth US $500m.
A local brand’s sector also
infuences choice. Shoppers generally
value local brands for consumables,
with an increased desire for locally
sourced products at afordable prices.
These brands also tend to better
connect with local tastes.
While at frst glance it appears they
are less of a threat to global players
in homecare and beauty and personal
care, a deeper look reveals local
brands are growing more than twice
as fast in the former, and signifcantly
in the latter.
Only within beverages did global
brands surpass local ones in 2017.
Later, we will look at Sprite – a top
performer – and its recipe for success.
As FMCG struggles continue, it’s more
important than ever to understand
the fundamentals to growth.2017 IN FMCG。