There is a decision point in every purchase – the point at which the consumer decides to buy one brand over another. Kantar’s Brand Footprint ranking reveals which brands are winning that moment of truth, how consumers around the world are buying FMCG brands today, highlighting the opportunities that remain for brands to improve their position.
Kantar’s annual Brand Footprint study is based on research from 74% of the global population; a total of one billion households in 52 countries across five continents—covering 85% of the global GDP. As part of the study, Worldpanel tracks more than 22,900 brands across beverages, food, dairy, health and beauty, and homecare.
- Global brands grew CRPs by 2% in 2019 compared to zero% growth in 2018, but this wasn’t enough to beat out local brands which grew CRPs by 3.1% around the world.
- There are now 40 brands around the world that are placed in consumers’ shopping baskets more than one billion times per year. In addition to the 22 Global ‘billionaire brands’, the number of local billionaire brands has grown from 14 to 18. All 18 are either Indian or Chinese.
- In the latest ranking India was the country that contributed the most growth for 13 of the top 25 ranked brands. This compares to 8 of the top 25 in 2018, demonstrating the nation’s increasing importance to brand success.
- The health and beauty sector was the fastest-growing category by CRP growth with an increase of 6.1%. Local brands benefited slightly more from the growth compared to global brands. Global brands now account for 59.6% of brand choices down 0.6% vs 2018, a second successive loss of share.
Download the full report.
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