Kantar World Panel released their Global Ranking of the Most Chosen Consumer Brands. Kantar based their research on a “world panel” of 400 000 households. For Kantar “world” does not include Africa so there are no findings of a particularly local flavour. Their sample, semi-global as is, had a strange mix of countries including a very strong South American representation. But it is still claimed to represent 62% of the world’s population.
Going beyond mere penetration and purchase frequency, Kantar did a bit of multiplication and division and came up with a Consumer Reach metric with the bigger brands realising Consumer Reach scores well into the billions. Hence the Billionaires Club as they call it. These are the top 20 brands – the first 18 being members of the Billionaires Club:
The rankings in themselves are always less interesting than the movements. The P&G fabric softener Downy was by far the most improved brand in the entire survey, rising 23% in Consumer Reach Points to reach 14th position overall. Previously Dove was a major upward mover. Another brand we’re familiar with also scored double digit growth in the 2015 survey – Unilever’s Vim. By contrast the universal Coca Cola maintained the top spot but Kantar explained that they do have a problem in maintaining growth especially as more people switch to healthier options, meaning that Coca Cola’s dominance on these metrics should not be assumed as secure.
Some of the key points emerging were:
• Nine out of the 2015 Top 10 brands by CRPs (Consumer Reach Points) featured in 2014’s leader board, with one new entrant for 2015: Dove.
• This year’s Global Ranking reveals that 50% of the 11 000 brands analysed are growing their CRPs, with 50% declining. This split is evident in the Top 10, where six brands have rising CRPs.
• 250 billion FMCG shopper decisions were taken last year – a similar figure the previous year.
• Flat CRP growth poses a key question for FMCG: is the sector in 2015 as ‘fast-moving’ as its name suggests it should be?
• FMCG value in developing countries should grow by 7% in 2015.
• While 50:50 is the global average brand growth:decline ratio, Ecuador, Peru, Russia and Brazil saw more brands grow than decline; in Italy, 74% of brands declined.
• The Global Ranking lists the world’s most chosen brands, achieving high penetration in their markets. Yet only Colgate reaches more than half the world’s households. All other FMCG brands, including table leader Coca-Cola, still do not penetrate a majority of households
• Of the 11 000 brands analysed, only 2% are purchased by more than 80% of a country’s shoppers – so even the most successful brands have room to grow
One the downside biggest declines in Consumer Reach Points were noted for Pantene, Kraft, Nescafe, Activia (Danone), and Del Monte Foods.
The report shows individual results for different product categories and interestingly noted that Maggi is the world’s number one food brand by reach. In fact the food category is conspicuous not least because they claim:
Many households have returned to cooking from scratch, both in countries which have lost confidence in pre-prepared food, and those where home cooking is simply ingrained in local culture.
Notably in France, that bastion of culinary excellence, 39% of households produce their own vegetables. And for the less talented cordon bleu chefs there are always spices and condiments to enliven a potentially dull domestic soiree.
The full report is downloadable here or email andrew@defacto.co.za for a copy.
