2019年全球品牌足迹报告.pdf

I S S U E 7 | M AY 2 0 1 9A GLOBAL RANKING OF THE MOST CHOSEN CONSUMER BRANDSBRAND FOOTPRINTA GLOBAL RANKING OF THE MOST CHOSEN CONSUMER BRANDSISSUE 7MAY 20192In March, we unveiled a new corporate identity for Kantar, unifying all sub-brands – including Worldpanel – under one name. But fear not. While visually we’ve changed, Brand Footprint remains your source of inspiration for finding new shoppers and achieving growth. It is the leading study of the most-chosen and fastest-growing global FMCG brands, with behavioural purchase data collected from more than 40 countries worldwide drawing an intricate picture of how to win both globally and locally.Brand Footprint is one of Kantar’s flagship intelligence products, giving marketers, retailers and manufacturers the insight they need to make their brands a success—whether they’re looking for growth in existing territories or launching in new ones. By combining Kantar’s unique Consumer Reach Point (CRP) metric with global and local stories, revealing the strategies of some of the world’s most successful FMCG brands, Brand Footprint has become the undisputed guide to an ever-changing, increasingly complex market. FOREWORDCONTENTS5 CONTINENTS21,400BRANDS85%GDP COVERAGEEric Salama Global CEOKantar249COUNTRIESConsumer reach points (CRPs) explainedPOPULATIONNUMBER OF HOUSEHOLDS IN A COUNTRYPENETRATION% OF HOUSEHOLDS BUYING YOUR BRANDCONSUMER CHOICENUMBER OF INTERACTIONS WITH YOUR BRAND ACROSS CATEGORIES IN A YEAR xx04 - 06 Fundamentals to growth07 The long and the short of it 08 - 09 Top 50 global ranking 10 - 15 Brand leaders speak / Global brand stories16 - 17 How old is your brand?18 - 19 Out-of-home brand ranking20 - 21 Online brand ranking22 - 23 Africa & the Middle East at a glance24 - 25 Asia at a glance26 - 27 Europe at a glance28 - 29 Latin America at a glance30 Methodolgy31 Explore the data3BRAND FOOTPRINT 2019: FINDING OPPORTUNITY IN FMCGJosep Montserrat Global CEO Worldpanel DivisionYears of political and economic turmoil across the globe have created a difficult environment for FMCG brands to operate in. Ours is an increasingly unpredictable world, which presents new challenges for brands of all sizes.Global FMCG growth has slowed since 2018. In some markets, such as LATAM, it has dropped so drastically as to cause overall volume decline. And the picture for brands is complicated further by the changes wrought by the proliferation of technology both in stores and at home. Meanwhile, increasing merger activity among the world’s biggest grocery retailers is changing the traditional spaces in which brands play.Yet, within these pages – the seventh annual edition of Brand Footprint – we have found many causes for celebration. What remains clear is that brands who can respond to challenges with agility will continue to achieve growth—providing inspirational stories of success for others to follow.Since Brand Footprint was first published in 2013, we’ve built up an unrivalled picture of the choices made by global consumers, dissecting the performance of thousands of brands in order to help them grow both now and into the future. We do this by understanding the decisions shoppers make at the moment of truth, using two metrics: penetration and consumer choice. When combined, these form the basis of our unique Consumer Reach Point (CRP) measurement.In this edition of Brand Footprint, we’ve expanded our analysis further than ever before. The largest publication of its type, it now covers more than 20,000 brands in 49 countries across five continents—representing 72% of the global population and 85% of gross domestic product (GDP). My gratitude goes to our partners Europanel, GfK, IRI, Intage and CTR—whose work has helped us achieve our most comprehensive global market coverage to date.This Brand Footprint also includes two new features, reflecting the fluctuating factors affecting brand growth. The first examines one of the most important, but frequently misunderstood, differentiators of shopper behaviour: age. We’ve also produced Brand Footprint’s inaugural out-of-home ranking—a detailed look at the effect such purchases have on brand performance. And e-commerce continues to play a vital role in many brands’ omnichannel strategies for growth, so we’ve brought back the online-only ranking that we introduced last year. Returning readers will find the same unique level of insight they are familiar with, courtesy of the prestigious brand interviewees that have contributed to this edition. I extend my thanks to representatives from Bimbo, Doritos, Dove, Haday and Kinder, who generously lent us their time and expertise.I hope you enjoy this year’s Brand Footprint, which continues to serve as the definitive guide to global and local trends in FMCG—and a signpost to the opportunities for growth that lie within.72%POPULATION COVERAGE3WELCOMEBanging the drumIn every edition of Brand Footprint, we’ve spoken about the importance of finding more shoppers—and that’s not going ...