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Grocery Spend in Emerging Markets Overtook Developed Markets for the First Time in 2016 - Kantar WorldpanelLONDON, 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
- Key facts: the global FMCG industry
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 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 value of choice 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. 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 thepast 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: "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 Brand Footprint: the Top 50 ranking 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 Key facts from the report Most chosen brands
Top risers
Global FMCG: a snapshot of 2016
Growth hotspots
Credits 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. Twitter: Google+: LinkedIn: Facebook: RSS: Newsletter: About Kantar For further information, please visit us at www.kantar.com Twitter: Facebook: Google +: LinkedIn |