2017全球品牌足迹报告（英文版）_48页_6mb

BRAND FOOTPRINT 2017 SUMMARY

Core Content Overview

Brand Footprint is a global ranking report that analyzes the growth of the most chosen FMCG brands across 43 countries, covering 15,300 brands and 200 categories. It highlights the importance of consumer insight in driving brand growth, especially in a low-growth, low-inflation environment. The report also explores the impact of disruption, both in terms of market dynamics and consumer behavior, and identifies strategies that brands can use to increase their market share and reach.

Main Points and Key Insights

Global FMCG Trends in 2016

• The global FMCG market grew by 3% in 2016, down from 4% in 2015.
• Emerging markets led the growth, contributing 100% of the global FMCG growth, while developed markets saw flat or declining sales.
• Health and beauty was the slowest-growing category with only 1% growth, while home care grew the most at 4%.
• The price gap between global and local brands has narrowed, and global brands must now work harder to justify their premium positioning.

Consumer Behavior and Brand Growth

• Penetration (the number of households buying a brand) is a more significant driver of growth than frequency (how often a brand is bought).
• Brands must focus on attracting new buyers, as 40% of brands reach less than 5% of a country's households.
• Consumer Reach Points (CRPs) are used to measure the number of times a brand is chosen, providing a deeper understanding of brand performance.

Strategies for Growth

• Brands should understand the category they are in and how consumers interact with it.
• Advertising is critical in creating brand identity, reducing price sensitivity, and enabling premiumization.
• New product formats and flavors can expand the range of occasions where a brand is relevant, increasing its chances of being chosen.
• Online and in-store presence is essential, as the consumer journey is increasingly influenced by digital platforms.

Key Brand Performance

• Coca-Cola and Colgate ranked among the top 50, with Colgate showing the highest penetration at 62.4%.
• Sun Silk achieved 12% CRP growth, becoming a global top 10 brand.
• PepsiCo and Unilever had multiple brands in the top 50, showing strong performance across various categories.
• Nestlé and Danone also had several brands in the top 50, indicating their continued market dominance.

Disruption and Future Outlook

• Disruption is a defining theme, driven by political, economic, and technological changes.
• Private label growth is putting pressure on global brands, especially in emerging markets.
• The online FMCG market is expected to reach $150 billion by 2025, with a 9.3% share of total sales.
• Brands must be available at every touchpoint and adapt to changing consumer needs.

Key Figures and Statistics

• 1,765 billion shopper decisions were recorded over five years.
• 73% of the global population is represented in the report.
• 40% of brands reach less than 5% of a country's households.
• 100% of FMCG growth in 2016 came from emerging markets.
• Colgate is the only brand in any category to be purchased by more than 50% of the global population.
• 60% of consumer decisions are made at the point of purchase, influenced by distribution, visibility, and promotions.

Conclusion

Brand Footprint 2017 emphasizes that in an unpredictable world, penetration is key to brand growth. Brands must continuously adapt to new consumer needs, expand their presence across multiple channels and categories, and invest in understanding the consumer journey. With disruption on the rise, the ability to connect with shoppers and respond to market changes will determine future success.