2016年-数据局_凯度：2016全球品牌足迹报告2016BrandFootprintReport_22页_3mb

报告摘要

Kantar WorldPanel Brand Footprint Summary

Core Content

The Kantar WorldPanel Brand Footprint report is a comprehensive analysis of brand growth in the FMCG (Fast-Moving Consumer Goods) sector, focusing on the strategies that drive consumer choice and brand success. It highlights how brands can grow by increasing penetration, frequency, and reach, while also addressing the rising influence of local brands in global markets.

Main Points

Global FMCG Landscape in 2015

The FMCG sector continues to be one of the few industries that reach 100% of global consumers.
FMCG sales grew at a steady pace, not spectacular, due to a challenging economic environment.
Emerging markets accounted for 82% of FMCG growth in 2015, with notable performers including China, India, Turkey, and South Africa.
Despite higher spending per capita in developed countries, emerging markets remain the key growth engine.

Consumer Reach Point (CRP) Metric

The Consumer Reach Point (CRP) metric measures how often a brand is chosen by consumers.
Only 2% of all brands analyzed reached more than 80% of a country's households.
Brands that grow typically do so by recruiting more shoppers rather than increasing frequency.

Local Brands Rising in Influence

Local brands are increasingly outperforming global brands in growth, with a 6.2% increase in spend in 2015.
Local brands are more affordable and widely available, catering to native tastes and filling the affordability gap.
They are also better suited to traditional trade channels, which is advantageous in emerging markets.

Strategic Levers for Brand Growth

More Geographies: Brands must either adapt to local markets or leverage their heritage.
More Demographics: Brands are expanding to new age and gender groups.
More Occasions: Brands are tapping into new usage scenarios, such as Pancake Day for Nutella.
More Categories: Brands are diversifying into new product categories.
New Categories: Creating new categories is a significant growth strategy, as seen with Amore Pacific's Colour Control Cushion Compact.

Key Insights

Penetration is King: Increasing the number of households that choose a brand is the most effective way to grow.
Buyer Churn: Approximately 50% of new buyers do not return the following year, often due to circumstance, not conscious rejection.
Frequency and Penetration Link: Higher penetration correlates with increased purchase frequency.
Local Brands' Strength: Local brands are more successful in food and beverage categories, where they better match consumer needs and preferences.

Top 50 Global Brand Footprint Ranking (2015)

Rank	Brand Name	Manufacturer	Consumer Reach Points (m)	Penetration % 2015	Frequency 2015
1	Coca Cola	The Coca-Cola Company	6,284	45.8	13.5
2	Colgate	Colgate-Palmolive Company	4,251	67.7	6.2
3	Unilever	Unilever	2,585	30.3	8.4
4	Nestlé	Nestlé	2,412	33.8	7.0
5	Lays	PepsiCo	2,198	30.5	7.1
6	Pepsi	PepsiCo	2,164	25.3	8.4
7	Nescafé	Nestlé	2,047	22.2	9.1
8	Indofood	Indofood	1,898	5.0	37.2
9	Dove	Unilever	1,674	38.8	4.2
10	Sunsilk	Unilever	1,584	24.4	6.4
11	LUX	Unilever	1,529	35.3	4.3
12	Downy	P&G	1,432	14.9	9.5
13	Sunlife	Unilever	1,417	12.3	11.4
14	Heinz	The Kraft-Heinz Company	946	18.7	5.0
15	Mondelez	Mondelez	929	25.1	3.7
16	P&G	P&G	918	24.4	3.7
17	Nestlé	Nestlé	901	8.4	10.6
18	The Coca-Cola Company	The Coca-Cola Company	877	23.0	3.8
19	Bimbo	Bimbo	859	6.4	13.3
20	Unilever	Unilever	844	7.0	11.8
21	PepsiCo	PepsiCo	829	16.5	4.9
22	P&G	P&G	801	15.1	5.2
23	Unilever	Unilever	792	24.1	3.2
24	Coles	PepsiCo	791	15.3	5.1
25	Unilever	Unilever	790	18.4	4.2
26	Danone	Danone	767	13.2	5.7
27	McCormick & Company	McCormick & Company	757	14.4	5.2
28	Unilever	Unilever	751	17.6	4.2
29	Ferrero	Ferrero	750	13.7	5.4
30	PepsiCo	PepsiCo	742	13.0	5.6
31	P&G	P&G	701	13.3	5.2
32	Unilever	Unilever	686	19.1	3.5
33	P&G	P&G	673	11.2	5.9
34	General Mills	General Mills	646	10.0	6.4
35	Barilla	Barilla Group	640	13.5	4.7
36	Yakult	Yakult	638	8.7	7.2
37	General Mills	General Mills	630	10.5	5.9
38	P&G	P&G	629	16.0	3.9
39	P&G	P&G	615	22.4	2.7

Fastest Growing FMCG Brands

Rank	Brand Name	CRP Growth %
1	Sunsilk	12.0
2	Downy	10.8
3	Vim	9.5
4	Close-up	8.9
5	Dove	7.6
6	Barilla	6.7
7	Sunlight	5.1
8	Yakult	4.2
9	Sprite	3.9
10	Lay's	3.8

Conclusion

The 2015 Brand Footprint report underscores the importance of penetration and localization in driving brand growth. While global brands still dominate in terms of spend, local brands are gaining significant traction, especially in emerging markets. The report emphasizes the need for brands to understand consumer behavior, demographics, and usage occasions to effectively grow in the FMCG space.

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