2018全球品牌足迹报告（英文版）_32页-10mb

Brand Footprint 2018 Summary

Core Content

Brand Footprint is a leading global ranking of the most chosen and fastest-growing FMCG brands, based on Kantar Worldpanel's Consumer Reach Point (CRP) metric. It provides insights into consumer trends and brand strategies across 43 countries, covering over 18,000 brands and representing 75% of the global population. The report highlights how brands, both local and global, are navigating the FMCG market amid sluggish growth and macroeconomic challenges.

Main Points

• Global FMCG Growth in 2017: The global FMCG market grew by only 1.9% in 2017, with some regions like the USA experiencing minimal growth (0.5%). Latin America saw growth due to high inflation rather than consumer confidence.

• Local Brands' Rise: Local brands are outperforming global brands in many categories, particularly in homecare and beauty and personal care. They are more agile and better at adapting to local needs and preferences.

• CRP Metric: The CRP metric measures the number of times a brand is chosen by consumers throughout the year, offering a more accurate view of brand performance than just market share. It allows for ranking brands based on consumer engagement.

• Strategies for Growth: The report outlines key growth strategies including:

  • Finding New Shoppers: Expanding into new markets and demographics.
  • Increasing Presence: Expanding geographical reach and product availability.
  • Expanding Categories: Entering new categories to meet diverse consumer needs.
  • Meeting New Needs: Creating new categories or products to address emerging consumer demands.
  • Creating More Moments: Ensuring brand relevance across various consumption occasions.

• Penetration and Size: Larger brands see greater absolute penetration gains due to established relationships and more prominent promotions. However, even the largest brands face challenges in achieving significant growth in a single year.

• Consistent Growth: Brands that showed consistent growth over the past two years had a higher chance of sustained success, with a global median penetration increase of 1.5%. Only 25% of brands achieved more than 3% penetration growth.

• Online Ecosystem: The online ecosystem is rapidly changing, offering new opportunities for brands. A new online-only ranking was introduced to reflect these changes, highlighting brands that are excelling in digital channels.

Key Insights

• Top 50 Global Ranking: The report features a list of the top 50 global brands, with Coca-Cola, Colgate, and MABSI leading the way. Some brands, like Lay's and Dove, are noted for their innovation and strategic campaigns.

• Fastest-Growing Brands: Maggi and Head & Shoulders are highlighted as standout performers, with Maggi achieving the highest growth of 365 million CRPs, mostly in India. Head & Shoulders expanded into new categories and markets, particularly in Asia.

• Online Performance: The online-only ranking reveals surprising brands that are outperforming in digital channels, while others struggle to replicate their offline success. The report emphasizes the importance of adapting to omnichannel strategies.

• Challenges and Opportunities: Despite a difficult market, brands that understand consumer behavior and leverage the right strategies can still achieve growth. The report underscores the importance of innovation, marketing, and product adaptation.

Methodology

• CRP Metric: The Consumer Reach Point metric tracks the number of times a brand is chosen by consumers, providing a more nuanced understanding of brand performance.
• Population Coverage: The data covers 75% of the global population, with over 18,000 brands analyzed across five continents.
• Growth Drivers: The report identifies key drivers for growth, including innovation, marketing, and geographic expansion.

Conclusion

Brand Footprint 2018 serves as a comprehensive guide to understanding the dynamics of the FMCG market, emphasizing the importance of consumer insights and strategic brand management in driving growth. It celebrates the success of brands that have managed to thrive in challenging times, offering valuable lessons for both local and global players.