凯度-2021年全球品牌足迹报告（英文）-2021.5-40页_10mb

KANTAR Brand Footprint 2021 Summary

Core Content

Kantar's Brand Footprint 2021 report provides a global ranking of the most chosen consumer brands, highlighting the impact of the pandemic on FMCG (Fast-Moving Consumer Goods) growth and consumer behavior. The report uses the Consumer Reach Point (CRP) metric to measure brand success based on the number of times shoppers interacted with the brand across categories in the previous year.

Main Points

• Global Growth Impact: In 2020, the FMCG industry experienced a significant rebound, with global growth reaching 10% compared to 2.5% in 2019.
• Brand Growth: A record 29 of the Top 50 global brands saw growth in 2020, with 88% of growing brands attracting more shoppers.
• Market Coverage: The report now includes Australia, covering over 23,500 brands in 54 markets, representing 73% of the global population and 89% of GDP.
• CRP Drivers: The report identifies penetration (percentage of households buying the brand) and frequency (number of interactions per household) as key growth drivers. Penetration led to more growth than frequency in 2020.
• Penetration Gains: The median penetration gain for growing brands increased from 0.8 in 2019 to 1.1 in 2020, with mid-size brands showing the most significant increase (+1.4).
• Market Performance: India overtook the US as the largest contributor to CRP growth in 2020, with 20% of the Top 50 CRPs, compared to 17% in the US. China also showed strong local brand performance, with 89% of FMCG spend controlled by local brands.
• Global Brand Resilience: Despite the global focus on hygiene during the pandemic, local brands still outperformed in certain regions, particularly the US, where global brand spend share is higher.
• New Entrant: Campbell's entered the Top 50 for the first time, showing the ongoing influence of the US market.
• CRP Rankings: The Top 25 Most Chosen Global FMCG Brands in 2020 include major names like Coca-Cola, Colgate, and Dettol, with notable shifts in rankings.

Key Information

• CRP Metric: Measures the number of times a brand is chosen by consumers, providing a comprehensive view of brand performance.
• Market Analysis: The report includes regional and local market insights, with a focus on India, China, and the US.
• Brand Strategy: Brands that have a clear purpose and focus on consumer needs, such as Dettol, have seen consistent growth.
• Digital Shift: Online shopping growth doubled in 2020, with the Top 20 brands gaining more shoppers. The most chosen brands online grew by an average of +39%, with the Top 10 growing by +48%.

Insights on Brand Growth

• Dettol:

  • The fastest-growing brand in 2020, rising 39 places in the rankings.
  • Grew its CRP by +5.3 penetration points in 2020, the largest gain in Brand Footprint history.
  • Maintained consistent growth for six years, with 25.9% global penetration in 2020.
  • Expands into new segments such as disinfectant sprays, laundry sanitizers, and wipes.
  • Engaged in community initiatives and social campaigns like the Dettol Hand Wash Challenge, which reached 125 billion views.

• Sector Performance:

  • Food & Dairy saw the most growth in value (11.4%) and CRP (9%).
  • Health & Beauty experienced a slowdown, with 5% fewer brands growing in 2020.
  • Beverages continued to face challenges, with only 3 out of 7 growing, despite a +10% value growth for the industry.

• Growth Strategy:

  • Brands should focus on penetration and frequency to drive growth.
  • Consistency across markets is crucial for long-term success.
  • Consumer understanding and brand purpose play a significant role in driving sustainable growth.

Future Opportunities

• India and China remain key markets for growth, with Dettol showing potential for expansion.
• Cross-shopping between sectors is an opportunity, especially in markets where the brand has a strong presence in one segment.
• Digital Expansion: The online channel has become more critical for growth, with a doubling of its growth rate in 2020.

Conclusion

Kantar's Brand Footprint 2021 highlights the resilience and adaptability of brands in the face of the pandemic. It underscores the importance of consumer behavior insights, penetration, and brand purpose in driving growth. The report serves as a guide for FMCG brands to understand their performance and future opportunities in a rapidly changing market.