20110510-OC_C-New_frontiers_8页_9mb

The OC&C Global 50 report for 2011 reviews the top 50 FMCG companies, emphasizing shifts from traditional markets to emerging economies due to slowing growth in established regions. Key changes include the rise of Brazilian and Asian firms, such as Brasil Foods from Perdigão and Sadia's merger, and JBS, while some national players overtook multinationals in rankings. Sales recovery in 2010 featured 7.9% growth, with strong organic volume increases, and improved profit margins, though challenges like commodity price inflation and stagnant consumer demand in developed markets remain.

Strategies involved significant acquisitions, such as Coca-Cola's purchase of North American bottling operations and PepsiCo's acquisition of Wimm-Bill-Dann, alongside investments in local manufacturing and product range adjustments to suit local needs, like Unilever's vitamin-enriched tea and Procter & Gamble's lower-cost razor launches. Global companies also focus on emerging markets for organic growth, while UK-based firms and others in developed markets innovate for premiumization and efficiency to protect margins.

The report underscores that adaptation is crucial, with multinational and local players competing fiercely in emerging markets, where local entities often offer advantages in distribution and cultural alignment, but global companies invest heavily in infrastructure and innovation. Brazil, Russia, India, and China are key battlegrounds, with clear differences in category dominance: multinationals lead in beauty and soft drinks, while locals hold strong in dairy and processed foods.