食品和饮料2024（英文版）-Brand_Finance_46页_12mb

Brand Finance Food 100 2024 Summary

The Brand Finance Food 100 2024 report analyzes the financial strength and value of global food, non-alcoholic drinks, and dairy brands. Key findings include:

Food Sector Overview

• Total Brand Value: Declined by 4% to approximately USD268 billion, driven by consumer preference for smaller, private-label brands offering personalized products.
• Top Contributors: Convenience foods and dairy products account for 38% of sector value. Convenience foods gain traction due to busy lifestyles, while dairy remains strong with plant-based alternatives and health-focused trends.
• Top Brands:
  • Nestlé retains the title of the world’s most valuable food brand with USD20.8 billion, despite a 7% value drop and a 2.6-point decline in its Brand Strength Index (BSI) to 79.7. Its brand equity improved, and it holds an AAA- strength rating.
  • Lay’s becomes the second-most valuable food brand with USD12 billion, up 8.7%, following Yili (USD11.6 billion). Lay’s BSI score improved slightly to 83.1, with enhanced familiarity and consideration metrics.
  • Viterra shows the highest brand value growth (37%) at USD1.1 billion, driven by BSI improvements (2.4 points) and strategic acquisitions.
  • Amul and Hershey’s lead in brand strength with AAA+ ratings. Amul’s value rose 11% to USD3.3 billion, while Hershey’s saw a minor decline to USD3.9 billion.

Non-Alcoholic Drinks Sector

• Total Brand Value: The top 50 brands’ value dropped by 6% year-on-year.
• Top Brands:
  • Coca-Cola remains the leader with USD35 billion, securing a double victory as the most valuable and strongest non-alcoholic drinks brand. Its BSI increased to 90.4, reflecting strong sustainability perceptions (USD5.2 billion).
  • Pepsi ranks second with USD20.2 billion, maintaining AAA- strength. It achieves the highest positive gap value (USD212 million), indicating stronger sustainability performance than perceived.
  • Nongfu Spring experiences the fastest growth (101.9%) to USD8.3 billion, driven by its expansion in ready-to-drink tea markets, particularly with the "Oriental Leaf" product.
  • Red Bull, Monster, and Dr Pepper dominate the carbonated drinks segment, while functional and coffee brands also feature in the top 10.

Dairy Sector Trends

• Total Brand Value: The top 10 dairy brands’ value decreased by 6% to USD44 million.
• Market Leaders:
  • Yili retains its position as the world’s most valuable dairy brand for the fifth consecutive year, with USD11.6 billion. Its growth is attributed to a "dual-engine" strategy combining innovation and digitization.
  • Mengniu and Vinamilk also rank highly, with Yili leading in sustainability and market resilience.

Methodology Highlights

• Brand Value Chain: Brand Finance evaluates brand strength through three pillars: Brand Inputs (marketing investments), Brand Equity (consumer perceptions), and Brand Performance (market share, revenue).
• Brand Strength Index (BSI): A 100-point metric assessing brand strength, influencing royalty rates for valuation.
• Sustainability Metrics: The Sustainability Perceptions Value (SPV) and Positive Gap Value (PGV) measure the financial impact of sustainability efforts versus actual performance.

Key Trends

• Convenience Foods: Global sales are projected to reach USD839 billion by 2028, driven by younger consumers. Brands like Healthy Choice (USD1.4 billion) and DiGiorno (USD1 billion) grow 17% through innovation and culturally relevant marketing.
• Sustainability Pressure: Brands face scrutiny over greenwashing, with Coca-Cola and Pepsi leading in SPV and PGV. Coca-Cola’s sustainable packaging initiatives (e.g., rPET bottles) and Pepsi’s emission reductions (63% since 2015) highlight industry efforts.
• Consumer Shifts: The rise of private-label brands and focus on personalized products challenge established players, necessitating innovation and adaptability.

Brand Finance Services

• Offers brand valuation, sustainability analysis, and strategic insights to help businesses improve brand equity, align marketing with financial goals, and optimize portfolio management.
• Combines market research (over 6,000 brands across 41 countries) with financial modeling for comprehensive assessments.

This report underscores the importance of sustainability, innovation, and consumer-centric strategies in navigating evolving market dynamics.