品牌脚印2023-44页_26mb

报告摘要

Branded Footprint 2023 Resilience

In the face of economic challenges, FMCG brands have demonstrated remarkable resilience and adaptation. Global spending rose by +4.8% in 2022, driven by inflation, not consumer demand. Despite rising prices, brands are successfully navigating consumer pain through innovative strategies like pricing adjustments and product innovation.

Key Findings

Brands have adapted by focusing on affordability, smaller pack sizes, and localized offerings.
Crude oil price inflation remains above 10% globally, influencing FMCG pricing.
Discounters (e.g., Aldi and Lidl) showed significant growth, with a +10.3% increase in market share.
Global brands achieved higher penetration growth (88% compared to 86% previous year), gaining an average of 1.8% penetration points.
Local brands saw a mere 0.6% increase in CRP share at 67.7%, still gaining ground against global brands at 32.3%.

Rising Success Factors

Price Strategies: Offering affordable options through smaller pack sizes and competitive pricing.
Empathy & Consumer Understanding: Addressing evolving consumer needs empathetically.
Innovation & Adaptation: Maintaining relevance through adaptations like zero-sugar options and localized marketing.

Performance Highlight

Unilever's Sunkist: Achieved +2.2% in penetration points and found 32.2 million new shoppers.
Cerave: Hand soap brand sees significant growth through science-backed formulations and transparency.
Sprite: Found 34 million new shoppers by appealing to diverse markets and focusing on health.
Private Label: Grew steadily due to consumer demand for value options.

Growth Catalysts

Inflation-driven demand shifted towards affordability and value-conscious shopping.
The digital space continues to evolve, though urban growth slowed in Western Europe.
Demand moments influence brand choices, especially for on-the-go and efficient purchases.

Brand Strategies

Brands increased focus on product innovation.
Many are pushing diversification into new categories or geographical markets.
Use context-specific strategies like aggressive pricing or brand loyalty programs.
Local collaborations proved influential in niche segments.

Conclusion

FMCG brands are thriving despite economic headwinds. The resilience shown through adaptive pricing, empathetic understanding, and innovative approaches has been critical to success.

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