凱度-2021年全球品牌足跡報告（英文）-2021.5正式版

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BrandFootprint2021

Aglobalrankingofthemostchosen

consumerbrands

Issue9

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Welcome

Atthispointlastyear,wewerebeginningto

discoverhowCOVID-19wasimpactingusand

ourbrandchoices.Butinthisyear'sBrand

Footprint,wecannowseethetrueimpactacross

2020.

SinceBrandFootprintwasfirstpublishedin2013,we'vebuiltupanunrivalledpictureofthechoicesconsumersmakearoundtheworld,dissectingtheperformanceofthousandsofbrandstohelpthemgrowbothnowandintothefuture.

Whetheryou'reaglobalgiantoralocalplayer,understandingshopperbehaviourhasalwaysbeenessentialtodrivinggrowthandincreasingmarketshare.Butfollowingtheeventsofthepast12months,thisismoreimportantthanever.

Atthispointlastyear,wewerebeginningtodiscoverhowCOVID-19wasimpactingusandourbrandchoices.Butinthislatestedition,wecannowseethetrueimpactacross2020.

Wediscoveredthat29oftheglobalTop50grew—morethananyothereditionofBrandFootprint.Andaroundtheworld,88%ofallgrowingbrandsattractedmoreshoppers.

Throughoutthisreport,ourexclusiveConsumerReachPoint(CRP)measurehasenabledustorankthemostsuccessfulbrandsbythenumber

oftimesshopperschosethemduringthepreviousyear.

Alltheglobal,regionalandlocalmarketrankingswillbeavailableonour

dedicated

microsite,

whichhasbeenupdatedtomakeiteveneasiertoaccessthedatayouneedandreviewyourperformanceacrossmarketsandagainstcompetitors.

Thisyearwehaveincreasedourscopeofanalysis,addingAustraliatotheglobalrankings.Wenowreviewover23,500brandsin54markets—representing73%oftheglobalpopulationand89%ofgrossdomesticproduct(GDP).

MygratitudegoestoourpartnersEuropanel,GfK,IRI,IntageandCTR,withoutwhomthisrankingwouldnotbepossible.TheircontinuedpartnershipandassistanceonBrandFootprinthashelpedusachieveourmostcomprehensiveglobalmarketcoveragetodate.

I'dalsoliketothankPankajDuhanfromReckitt

forparticipatinginafascinatinginterview.

Dettolisoneofthreebrandsthathave

continuouslygrownitsfootprintsincewe

startedproducingtheserankingsand–asyou

willfindout–wasoneofthetopperformersin

2020.

BrandFootprintistheundisputedguidetoan

ever-changing,increasinglycomplexworldand

FMCGmarket.Itremainsyoursourceof

inspirationforfindingnewshoppersand

achievinggrowth.

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HowBrands

Grewin2020

AswereportedinWinningOmnichannel2021,

take-homeFMCGgrowthquadrupledfrom2.5%

in2019to10%in2020.Butdidthisresultinmore

brandsgrowingorachangeinhowtheygrew?

HowBrandsGrewin2020

BenjaminCawthray,

GlobalThoughtLeadershipDirector,WorldpanelDivision,Kantar

BeforeCOVID-19,thegrowthofglobalFMCGsaleshadslowed—withjust2-3%reportedin2017,2018and2019.Thisslowdownmadeitharderforbrandstofindnewgrowth.

Buttheeventsof2020turnedthisonitshead.WiththeFMCGindustryenjoyinganimpressive10%globalgrowthoverthisperiod,abounce-backforbrandswasseen.53%sawanincreaseintheirCRPs—representinga+6%swingonthepreviousyear.

Atasectorlevel,thebounce-backreflectedthevaluegrowth.Foodbrandssawthemostsignificantswing(+9%),whichalsogrewby

11.4%invalue.Attheoppositeend,Health&Beautybrandssaw5%fewerbrandsgrowingin2020—mirroringitsfallinvalue.

Extraordinarychanges

inthewayweshopped

TheaveragenumberofFMCGtripsmadebyhouseholdsfellby2%across2020.Thismaysoundlikeasmallnumber,butinreality,that’s

1.6billionfewershoppingtripsbeingmadein2020.Thismeansthatalmostallthegrowthacrossregionscamefrommorespendpertrip—ametricthatincreasedby11%.

Inpractice,thismeansthatshopperswereputtingmorevolumeintheirbaskets,broadeningtherangeofcategoriestheywerebuyingandoftenpurchasingbiggerpacksizes.

Didthischangeinbehaviourimpacthowbrandsgrewlastyear?In2019,84%ofgrowingbrandsfoundmoreshoppers.Butin2020,thisfigureincreasedto88%,

makingfindingmoreshoppersmoreimportantthanever.

Thesizeofabrandalsohasanimpactonthistypeofanalysis,withdifferentratiosofgrowthcomingfromfindingmoreshoppersversusfrequency.Buttheresultswerejustasimpressivewhenwecontrolledforsize,withanincreaseinpenetration-ledgrowthseenacrossalltheboard.

Thisanalysisalsouncoveredthat

largersizebrandsmadeupabiggerproportionofgrowingbrandsincreasingfrom50%to

54%.Combinedwiththefactthatmorebrandsgrew,thisshowsthat

shoppersreturnedtothosetheyknewbestduringthepandemic.

Rulesforgrowthand2021

target-setting

Withfindingmoreshoppersmore

importantthanever,whatisa

realisticpenetrationtarget?

Growingbrandsin2020

experiencedmoreshoppergains

thanbrandsin2019.Themedian

increasewas1.1penetration

points—upfrom0.8theyear

before.

Butisthisdowntomorelargerbrands

growingthanpreviously?Again,

controllingforsize,therewasan

increaseinpenetrationgainsacross

theboard.Thisshifthelpsguideuson

whatisrealisticfor2021brandgrowth.

Anuancedtargetbetween2019

and2020gainswouldbesensible.

Ifyourbrandissmall,successlooks

like+0.5penetrationpointsgained,

formid-sizebrands+1.4,andfor

largebrands+2.

Thereturnof

globalbrands?

InrecenteditionsofBrandFootprint,wehavereportedonlocalbrandssteadilywinningshareagainstglobalbrands.Andfromtheoutset,itappearsthatglobalbrandshadastrongyear,gainingbackanylossesfromthepreviousfewyears.

However,thesamesplitataregionallevelshowsthatlocalbrandsarestillwinningshare—particularlyintheUSA,wheretheshareofglobalbrandspendismuchhigherandtheregionisgrowingthefastest.

Despitelargerbrandsdoingwellin

2020,thebestperformingmarkets

displayamixofglobalandlocal

brands—withthelocalbrandsstill

winning.

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TheMostChosen

GlobalFMCGBrands

2020

Withmorebrandsgrowingwithinmarketsanda

higherproportionofbigbrandswinning,howdid

themostprominentglobalbrandsfair?

BornintheUSA

DespiteallthechangeshappeningintheglobalFMCGlandscape,weonlysawonenewentrantintotheTop50thisyear—withAmericanbrandCampbell’senteringtherankingforthefirsttime.

Forthepastfiveyearsinarow,44brandshavebeenmainstaysintheTop50rankingandnineoftheTop10havealsoremainedpresent.

Thisshowcaseshowstrong,consistent,andresilientthebrandsareinthislist.ButthisisnosurpriseconsideringtheaverageageofbrandsintheTop50is103.

Thehistoryofthesebrandsthrowsupsomeinterestingfactsaboutglobalisation.39ofthesebrandsoriginatedfromjustfourcountries—22fromtheUSA,sevenfromtheUK,andfiveeachfromSwitzerlandandGermany.

Despitethis,therearesomebigvariationsinwherethebiggestbrandsarepurchasedandwheretheirgrowthcomesfrom.

IndiaovertooktheUSin2019,makingupahighershareoftheTop50CRPsthananyothermarket—accountingfor20%(versus17%fortheUSA).

Indiaalsobecamethemostimportantmarketforgrowthin2019.Andwhilstthiscontinuedin2020,thegrowthwasmoreevenlydistributedacrossmarkets—withtheUSAaccountingfor24%oftotalCRPgrowthlastyear(comparedto5%in2019).

WhatmaybesurprisingforsomeisthelevelofcontributioncomingfromtheChineseMainland.DespiteaslowdowninFMCGgrowthin2020,thestrengthoflocalbrandsisverystronginthismarket—with89%share(comparedto63%globally).Infact,thehighestplacedglobalbrandinChina–Lay’s–wasranked13th,whilealloftheTop10werelocalorregionalbrands.

DespitetheresilienceandconsistencyoftheTop50mentioned,itispossibletomakeanimpactandshakeuptheorder.FuelledbyIndia’scontinuedgrowth,fourbrandshavemovedup10ormoreplacesinthelastfiveyears—BrookeBond,Close-Up,DettolandVim.

Thesetwo

markets

alone

accounted

for55%of

thegrowth.

Breaking

intotheTop50

Therearetworulestofollowifabrandwantstoentertheranking:

Globalpenetrationofatleast10%

Beingchosenfivetimesormoreperyear

45oftheTop50brandshavereachedapenetrationofover10%,andthosethatdon'tareuniquewithahighfootprintinspecificmarkets.AfewbrandsfalljustoutsideoftheTop50withpenetrationover10%(thehighestoftheseis16.4%).However,noneofthesebrandshadapurchasefrequencyoverfive.

Howdidthebiggestglobal

brandsfair?

Lastyear,29oftheTop50globalbrandsgrewtheirCRPs.That'sthehighestnumbereverrecordedinthenineyearsofBrandFootprint.

ButgivenwesawthemostrobustglobalFMCGperformanceinquitesometime(+10%valuegrowth),shouldwehaveexpectedmoregrowthfromtheTop50?

TheperformanceoftheTop50isheavilylinkedwiththesectorsinwhichtheyoperate.22ofthebrandsplayinFood&Dairy,and16ofthesegrew.

15ofthebrandsoperateinHealth

Beauty,whichisadisproportionatelyhighnumberandshowsthepotentialglobalreachofbrandsinthissector.

However,onlyeightofthesebrandsgrew.AndifweremoveDettol,LifebuoyandSafeguard–allofwhichplaywithinhandsoap/sanitisation–thenumberfallstofivein12,whichisinlinewiththesector'sslowdownin2020.

Sevenofthebrandsarebeverages.Ofthese,onlythreegrew,whichhighlightsthecontinuinglong-termtrendandslowdownofcarbonatedsoftdrinks.However,forthefirsttimesince2013,wesawapositiveperformanceforbothCoca-ColaandPepsi—but,aswewilldiscoverinalaterchapter,thisisn'tthecompletepicturebecausetheirout-of-homeperformanceshinesadifferentlightontheseresults.

TheremainingsixbrandsareintheHomecarecategory,andonlytwo

ofthesewereingrowth.Again,thisisduetocategoryperformance,withfourbeingfabriccarebrandsandthiscategoryslowingin2020.

Nowisthetimetounveilthisyear'smostchosenFMCGbrandsintheworld.Abigcongratulationstoallbrandsforbeingpartofthiselitegroup,andespeciallyDettolforbeingthefastestgrowingbrandintheworldin2020.26brandsarenowchosenoveronebilliontimesinayear,withtheTop10brandschosenonaveragethreebilliontimes.

TheTop25MostChosenGlobalFMCGBrands2020

TheNext25MostChosenGlobalFMCGBrands2020

Biggestpenetration

gains2020

Withpenetrationbeingthecrucialdriverofbrandgrowth,eachyearwehaveasecondaryrankingofthemostsignificantpenetrationgains.

Thisyear,fiveofthe10gainsare

moreextensivethananyseenin

2019,pointingtomoreconsistent

globalgrowthwithshoppergains

seenacrossmoremarkets.

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SpotlightonDettol

Dettolisofficiallythefastestgrowingglobal

brandinourTop50mostchosenbrands.Butwas

thisabrandintherightplaceattherighttime?

Consistencyiskey

COVID-19hascertainlyacceleratedDettol'sgrowth,whichsawsixyearsofCRPgainsin2020alone.

However,whatismostimpressiveaboutthisbrandisitslong-termgrowth.DettolisoneofonlythreebrandstohavegrownitsCRPsineveryeditionofBrandFootprint.

Itsgrowthhasbeenbothconsistentandstrong.Double-digitgrowthhappenedinfourofthepreviouseightyears(pre-COVID)andoutperformingtheTop50becamethenorm.

FromBritishmultinationalmanufacturerReckitt,Dettolhasrisenmorethan30placessincetheinauguralranking.Itisnowthe16thmostchosenFMCGbrandgloballyandthesixthmostchosenHealthandBeautybrand.

Inthattime,ithasmovedfrombeingchosen440milliontimesacrosstheglobein2011to1.37billiontimesin2020.Thisextraordinarygrowthmeansthebrandwasselectedanadditionalonebilliontimeslastyearcomparedto10yearsago.

ThekeytothisgrowthinCRPisbrandpenetration.Ithasgained11.5penetrationpointssince2012,movingfrom14.5%globalpenetrationto25.9%-nowthe10thhighestglobalpenetration.Andthe5.3penetration-pointincreasein2020wasnotjustthebiggestglobalgainthisyear,butthebiggestwehaveseeninthehistoryofBrandFootprint.Thisequatesto69millionmoreDettolshoppersthanin2019.

Suchimpressiveperformanceisdowntoconsistencyacrossmarkets.In2019,Dettolachieved1%penetrationorhigherin24markets,andthebrandgrewthenumberofshoppersin23ofthese.

Futureopportunitiesforgrowth

Dettolhasevenmoreroomforgrowthinthefuture.Forexample,intheChineseMainland,lessthanoneinfivehouseholdsboughtthebrandin2020,meaningithasplentyofnewbuyerstotargetintheyearstocome.Andeveninthebrand’sbiggestCRPmarket–India

–therearestillmanyshopperstoattract.

Dettolisalsooneofonlyahandfulofbrandsthatplaysacrosssectors.InAsia,shoppersknowDettolasaHandSoapbrand,whilstinEurope,itsrangeofHomecareproductsarebetterknown.

Withthecurrentlevelatlessthan20%ofshoppersinmostmarkets,anothersignificantopportunityforthebrandisencouragingcross-shoppingbetweenthetwosectors.

Thiswillhappennaturallyasthebranddrivespenetration,whichshould,inturn,deliveradoublebonusforthebrandintermsofCRPgrowth.

Inspecificmarkets,thelevelofcross-shopislowbydesign.Forexample,inIndia,ReckitthasthebrandLizol(knownelsewhereasLysol),whichhasastrongfootholdintheHomecaresector.Tryingto

driveDettol'sHomecarerangeinthismarketwouldbebothcounter-intuitiveandpotentiallydamagingfortheportfolio.

WhatmakesDettolunique?DettolAntisepticLiquidwasoriginallyusedinhospitalsasanantisepticfornewmothersandpatientscomingoutofsurgery.Thismedicalheritagestillringstruetodayandiscentraltowhatmakesourbrandunique.Wecontinuetobetrustedbymillionsofparentsaroundtheworldforprotectingtheirfamiliesfromgermsandillness.

Therearenotmanywhicharesuccessfulinmultiplesectors,withDettolpresentinbothPersonalCareandHomeCare.WhatisthenexthorizonandhowexpandabledoyoubelieveDettoltobe?

Stretchingbrandequitydependsbothontheversatilityandbeliefinthebrandpromise.Germprotectionisabenefitthatisrelevantacrossmultiplesegments,

includingPersonalcare,Surfacedisinfection,Homecareandoverallhealthcare.Givenitisoneofthemosttrustedbrandstodeliverthebenefitofgermprotection,Dettolcaneffectivelytranscendmultiplesegments.Ouraimwillbetocontinueredefininggermprotectionintheexistingcategorieswithsomemajornewinnovations,aswellasexpandthebenefitintoadjacencieswherethegermbenefitisveryrelevant.

Whereisyourbiggestopportunityforgrowth,beitaregion,acategoryorastrategy?COVID-19hascreatedtheneedforgermprotectionlikeneverbefore,whichalignswithourbrandpurposeto“protectlifebyreducingtheburdenofillness.”Seeingthis,manynewcompetitorshavejumpedintothegermprotectionfray—withvaryinglevelsofexpertise.Inpersonalcarealone,

therewasnearlya400%increaseinbrandsofferinggermprotectionbenefitsin2020.Inthisenvironment,itisimportantforamarketleadingbrandlikeDettoltocontinuetakinggermprotectiontothenextlevelandthisremainsourfocus.Atthesametime,wearelookingtoexpandintomultiplenewcountries,newbenefitsegmentsandnewspacesincludingB2B.

What’sbeenthekeyforDettol’sconsistentsuccessoverthepastfewyears?

IthasbeenanunflinchingfocusonwhatDettoldoesbest–ensuringthehigheststandardofgermprotection.Thisfocushascreatedaveryclearpurposeandaconsistentbrandfootprintacrosstheworld.

Howdoyousplityourinvestment/attentionbetweenshort-termexecutionandlong-termbrandbuilding?

Inamorestableexternalenvironment,theinnovationfunnelneedstofocusoncreatingaverystrongdeliveryinthemediumterm,anchoredby“categoryshaping”ideasforthelongterm.Intheshortterm,thefocushastobeonbuildinghygienehabits,reinforcingbrandequityandexecutingwithexcellenceinstore.ThefuturehasbeenacceleratedbyCOVID-19,butagoodbankofideashasallowedDettoltoextendintomultiplesegmentsacrossmanycountries.

WehaveseenlotsofchangeinthewaywebehaveduetoCOVID-19.Whichchangesinbehaviourdoyouthinkwillbelong-term?

Wehaveundertakenmultiplestudiestounderstandthelong-

termimpactofCOVID-19onconsumerbehaviour.Throughallofthem,wefoundthatthehygienehabitsofwashinghandsanddisinfectinghomeswillremainatelevatedlevelspost-pandemic–withthetrendeasinggraduallyaslevelsofconcerndecrease.

AndwhatdidDettoldodifferentlytoadapttotheever-changingsituation?

Thefirsttaskwastomakesuretherewasrampedupsupplyandittookmanymonthstobeabletotrulycatertoit.Atthesametime,itwasimportanttorecognisethatpreventativehygienehabitslikehandwashingwerethetruedefenceagainstCOVID-19(intheabsenceofavaccine).

DettolpartneredwithmanynationalgovernmentsandreputedNGOstospreadthemessageoftheimportanceofhygienehabitsin

tacklingthespreadofthevirus.OneofthestandoutexampleswastheDettolHandWashChallenge,whichreceivedover125billionviewsonsocialmedia.

Dettolalsoexpandeditspresenceinmultiplenewcountrieswiththeintenttoincreaseaccesstoqualitydisinfectingproductsandlaunchedunderpenetratedsegmentslike

disinfectantsprays,Laundrysanitizers,WipesandSurfacetriggers.Asaresponsibledisinfectionmarketleader,ReckittalsoinstitutedanRBfightforaccessfund–mobilisingandcontributing40millionGBPinthecollectivefightagainstthespreadofCOVID19.

WhatisyourviewonhowFMCGbrandsgrow?

Marketerstendtohaveasimplisticviewofbrandgrowthwithtwolevers–PenetrationandConsumption.Whilstthesemetricsareimperativeforgrowth,thereisaclearrolethatbrandpurposeplaysindrivinglong-termperformanceand–inturn–long-termpenetrationgains.Whentheclarityofpurposeisreinforcedbyclearconsumerunderstanding,brandstendtogrowandgrowconsistently.

WhatchangeshaveyouseeninFMCG,PersonalcareandHomecarewhichhavesurprisedyouthemostoverthepastfiveyears(priortoCOVID-19)?

Icontinuetobeamazedbythelevelofconsumersophisticationandinvolvementinmanyofthepersonalandhomecarecategories.Forexample,inpersonalcare,a13-stepskincareregimeis

commonplaceincountrieslike

KoreaandJapan,whilstthelevelof

sophisticationexpectedfrom

homecareproductsandappliances

hasskyrocketedonaccountofvery

knowledgeableconsumers.

Increasedaccesstoinformation,

verifiedratingsandreviews,higher

ingredienttransparencyand

decreasedbarrierstoentryhaveall

contributedtothis.

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TheMostChosen

BrandsOnlinein2020

Onlinedoubleditsrateofgrowthin2020,

attractinganadditional67millionhouseholdsto

thechannel.Buthowdidthisimpactbrand

performance?

Shoppersturn

tothemostprominentbrandswhenonline

Unsurprisingly,themostchosenbrandsonlineallgrew—withanaveragegrowthrateof+39%.AndfortheTop10,thisgrowthjumpsto+48%,whichisevenmoreimpressivegivenitcamefromalargerbase.

AlltheTop20brandsgainedshoppers,whichcontributedtothisexceptionalgrowth.

Theaverageonlinepenetrationgainwas+0.7penetrationpoints,withahighof+1.4forCoca-Cola—movingthebrandfromthejoint-secondtothenumberonemostpenetratedonlinebrand.

Theimportanceofonline

forbrandchoice

Withthechannelperformingsostrongly,wewantedtoexpandthescopeofthisyear'sonlinebrandrankingtoincludemarketsfromLatinAmericaandSouth-EastAsia.

Withinthisexpandedscope,onlinehas5.4%ofCRPsamongsttheTop

InAsiaandEurope,thisjumpsto8.1%forbothregions,whilstinLatinAmericaitisjust0.4%.

However,thesemarketsarestillcrucialforonlinebrandchoice.ReturningtoCoca-Colaasanexample,LatinAmerica'sshareofCRPjumpsto6.7%.

Butitscontributiontogrowingbrandsisevenmoreimpressive.

Amongthebrandsthatweregrowingoffline,onlineaccountedfor38%ofthegrowth.Therefore,online'scontributiontogrowthisseventimesmoresignificantthanitssize.

TheTop20MostChosenGlobalFMCGBrandsOnline2020

Marketsincluded:Argentina,Bolivia,Brazil,CentralAmerica,Chile,ChineseMainland,Colombia,France,GB,Greece,Indonesia,Ireland,Malaysia,Mexico,Peru,Philippines,Portugal,SouthKorea,Spain,Taiwan,Thailand,Vietnam

FormoreinformationontheOnlinerankingsinyourregionormarket,pleasegetintouchwithyourusualclientservicecontactsorfillintheform.

RankingsavailableforArgentina,

Brazil,ChineseMainland,France,GB,

Ireland,Malaysia,Portugal,South

Korea,Spain,Taiwan,Thailand,

Vietnam

Pricesstartfrom$3,000

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TheMostChosen

Out-of-HomeBrands

in2020

Despitethepositivein-homeperformance,the

in-and-outviewpaintsamuchmoreaccurate

imageforsnackingandbeveragesbrands

Thecomplete360°picture

Whenlookingatcombinedsalesforbothout-of-home(OOH)andin-homeforthesnackingandnon-alcoholicbeveragessectors,theoverallpictureisnegative.

Withinthemarketsincludedinouranalysis,OOHsalesweredown$22billion(-26%),whilstin-homesaleswereup$8billion(+8%).OOHsalesdeclinedineightoutofninemarkets,whichledtocombinedin-and-outsalesbeingdowninSpain,GreatBritain,China,Thailand,FranceandBrazil.

Thishadaknock-oneffectforbrandsinthesesectors,withthenumberofgrowingbrandsdroppingfrom11(basedonjustin-homeperformance)tofivewhenincludingtheOOHview.

ThehandfulofbrandsthatbuckedthistrendandgrewmanagedtodosoprimarilyduetowheremostoftheirCRPscomefrom.WithIndonesiaforexamplestillcontributingpositivelytotheTop20.

DespitethisfallinCRPsin2020,OOHstillaccountedforapproximately45%ofbrandchoicesmadein2020.

AslockdownseaseandOOHconsumptionreturns,knowingthefull360°viewwillbetheonlywaytounderstandhowyourbrandistrulyperforming.

TheTop10MostChosenOut-of-HomeNon-AlcoholicBeveragesBrands2020

Marketsincluded:Brazil,ChineseMainland,France,GB,Indonesia,Mexico,Portugal,Spain,Thailand

TheTop10MostChosenOut-of-HomeSnacking(incIce-Cream)Brands2020

Marketsincluded:Brazil,ChineseMainland,France,GB,Indonesia,Mexico,Portugal,Spain,Thailand

FormoreinformationontheOut-of-Homerankingsinyourregionormarket,pleasegetintouchwithyourusualclientservicecontactsorfillintheformbelow.

RankingsavailableforBrazil,ChineseMainland,France,GB,Indonesia,Mexico,Portugal,Spain,Thailand

Pricesstartfrom$3,000

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TenLearningsfrom

BrandFootprint2021

Havinggonethroughalltherankingsofthemost

chosenbrands,herearethekeylearningsfrom

thisyear’sBrandFootprint.

10KeyLearningsfromBrandFootprint2021

LuisSimoes,

DivisionalDirector,Strategy&Transformation,

WorldpanelDivision,Kantar

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WhatisBrand

Footprint

Thecategories

ThecompleterankingcomprisesfiveglobalFMCGsectors–Beverages,Food,Dairy,BeautyandPersonalCare,andHomecare–trackedbyKantar’sWorldpanelconsumerpanels.FreshFood,BatteriesandPetFoodarenotincludedintheglobalranking.Alldatarelatestopurchasesbroughtintothehometobeusedorconsumedthere.

Thedataperiod

TheBrandFootprintrankingisbasedondatacollectedoverthe52-weekperiodbetweenNovember2019totheendofOctober2020.

CriteriaofeligibilityforabrandtoappearintheGlobalranking

OnlyglobalbrandsareanalysedtocreatetheglobalTop50Ranking.Tobeconsideredasglobal,abrandmustbeavailableinatleasttwocontinents.DatacollectedfromEgypt,Ghana,Japan,Kenya,Morocco,NigeriaandUAEisnotincludedintheglobalranking,andthereforeifabrandispresentinanyofthese

marketsplusonlyoneothercontinentitwillnotbeconsideredglobal.

BrandDefinition

BrandFootprintonlycoversconsumerbrands;retailers’own-labelbrandsarenotincluded.Brandslistedincludeallvariants,categoriesandformatsthatsitwithinthem–forinstancePanteneincludesallofitsshampoo,conditioner,hairtreatment,hairsprayandhairoilproducts.Brandssoldunderdifferentnamesindifferentcountriesareconsideredasindividualbrands–forinstanceTideandAce.However,forbrandswithanamethathasbeendirectlytranslatedintoalocallanguage,forexampleMrMuscleandMrMúsculo,botharecountedasthesamebrand.

The‘universe’

Thedatacollectedcovers73%oftheglobalpopulationacross54markets,and89%ofglobalGDP.

Datasource

BrandFootprintisaKantarinitiative.

ThankstoourpartnershipswehavebeenabletooffercountriesoutsideoftheKantarfootprint

DataforAustria,Belgium,CzechRepublic,Denmark,Germany,Hungary,Italy,Netherlands,Poland,Romania,Russia,SlovakiaandSwedenwasprovidedbyGfK

DataforAustraliaandtheUSAwasprovidedbyIRI

DataforJapanwasprovidedbyIntage

KantarincollaborationwithCTRinChina

Aboutthisreport

The2020rankingsincludemorecountriesthaneverbefore.Onenewcountry,Australia,hasbeenaddedforourmostcompleteglobalviewever.