Kantar-2018全球品牌足迹报告（英文）-2018.3-32页-10mb

Brand Footprint 2018 Summary

Core Content

Brand Footprint is a comprehensive global ranking of the most chosen and fastest-growing FMCG brands, based on Kantar Worldpanel's CRP (Consumer Reach Point) metric. The report highlights how brands can navigate the challenging FMCG landscape by understanding shopper behavior, leveraging strategic growth levers, and adapting to market needs.

Main Points

• Global FMCG Trends in 2017:
  The global FMCG market grew by just 1.9%, with many brands experiencing decline. However, the report shows that growth is still achievable, especially for local and regional brands.

• Local Brands' Rise:
  Local brands are increasingly outperforming global ones, particularly in homecare and beauty categories. They are more agile and better attuned to local consumer preferences and needs. In some cases, they even outperform global brands in terms of CRP growth, despite being smaller in scale.

• CRP as a Growth Metric:
  CRP measures the number of times a brand is chosen by consumers throughout the year. It is a key indicator of brand success and growth potential. Penetration (market share) is also crucial, with 1.5% being the global median increase for brands that grew in 2017.

• Strategic Levers for Growth:
  Brands can grow by:

  • Creating new variants to appeal to a broader range of consumers.
  • Expanding into new categories.
  • Establishing new needs through product innovation.
  • Increasing brand presence across more geographical locations.
  • Engaging in more moments of consumption through product formats and marketing.

• Challenges of Global Growth:
  Brands with a global reach face more difficulty in achieving growth due to the complexity of managing multiple markets. The median global penetration increase was only +0.2%, with many brands barely growing.

• Online Ecosystem Impact:
  The report introduces an online-only ranking to reflect the growing importance of e-commerce. Some brands, like the first baby brand in any Brand Footprint ranking, are excelling online, while others struggle to maintain their offline dominance.

• Top 50 Global Brands (2017):
  The report lists the top 50 global brands by CRP growth, with notable performers including:

  • Coca-Cola
  • Colgate
  • MABSI (Nestlé)
  • Lays (PepsiCo)
  • Dove (Procter & Gamble)
  • Maggi (Nestlé)
  • Sprite (The Coca-Cola Company)

Key Insights

• Local Brands' Impact:
  Local brands often have an easier time growing due to their agility and better alignment with local preferences. Some local brands, like MABSI and Head & Shoulders, gained significant CRP and penetration in specific markets.

• Global Brands' Challenges:
  Global brands must balance performance across multiple markets, which makes achieving consistent growth more difficult. Brands like Maggi and Sprite managed to overcome challenges and achieve substantial growth in key regions.

• Innovation and Marketing:
  Innovation and targeted marketing campaigns were key drivers for growth. For example, Lays used product variety and collaborations to attract new shoppers, while Dove expanded into natural beauty and new product formats.

• Penetration and Growth Correlation:
  Brands that achieved high penetration growth often did so by increasing their reach in new markets and categories. However, growing penetration dramatically is rare, with only 25% of brands achieving more than 3% in 2017.

• Market-Specific Strategies:
  Successful growth often requires tailored strategies to local markets. For instance, Maggi focused on affordability and new product formats in Nigeria and Egypt, while Sprite used local celebrities and specific price tiers in Indonesia and South Korea.

Methodology

• CRP Metric:
  The CRP metric measures the number of times a brand is chosen by consumers in a year. It accounts for multiple occasions and categories within a single shopping trip.

• Population Coverage:
  The report covers 73% of the global population across 43 countries, providing a broad and representative view of FMCG trends.

• Data Sources:
  The data is based on behavioral purchase data from over 40 countries, offering an in-depth and up-to-date picture of consumer behavior.

Conclusion

Brand Footprint 2018 underscores the importance of understanding shopper behavior and leveraging strategic growth levers in a challenging FMCG market. While global brands face hurdles due to their scale, local brands continue to thrive by adapting to local needs and preferences. The report serves as a valuable guide for marketers and manufacturers to reflect on brand performance and plan for future growth.