More brands than ever chosen over 1 billion times
- 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.
- Five global brands joined the billionaires club: Brooke Bond, Head & Shoulders, Kinder, Heinz and Oreo.
- Coca-Cola remains the world’s most chosen brand on the planet, picked from the shelves over 6bn times during the year; followed by Colgate in second place (chosen 4bn times) and Maggi in third (3bn times).
India a key lever of growth
- 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 unique shopping habits of Indian consumers become more evident in 2019, with FMCG brands being bought more often across the country and in smaller quantities.
- Homegrown brands like Patanjali and Dabur increased their nationwide penetration in 2019, challenging the dominance and growth of leading market players and underlining the global popularity of natural and ayurvedic beauty products
Sector winners and losers
- Across all FMCG sectors competition got tougher. Overall just 46% of brands achieved CRP growth in 2019 compared to 47% of brands in 2018, 49% in 2017 and 52% in 2016.
- CRPs in the dairy sector grew by 0.7%, with global brands losing market share to local brands for the second successive year.
- The food sector grew by 2.7% during the year while market share between global brands and local brands remained unchanged at 27.6%/72.4%.
- In the Beverage sector growth by global brands outperformed growth by local brands. As a result global players increased their market share to 38.4%
- Coca-Cola gained momentum for the first time since 2013, now picked from the shelves over 6.0 bn times in a year, with a much-improved performance.
- 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.
Find out more
To learn more about Kantar’s Brand Footprint, explore the data and request more information, please visit www.kantar.com/brandfootprint.
Watch the webinar here.
Notes for editors
About Kantar Brand Footprint: 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.