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1、Click here or press enter for the accessibility optimised versionBRANDFOOTPRINT2023RESILIENCERISINGClick here or press enter for the accessibility optimised versionBRANDBRILLIANCEIn the fiercely competitive worldof FMCG,some brands aregetting it(very)rightIn a world where some householdsare struggli

2、ng to pay their bills,youd assume the Fast-MovingConsumer Goods(FMCG)industrycould be staring down a hard road.And yes,there are pockets of pain,but the resilience shown by somebrands is nothing short ofremarkable.But Id ask you to holdthat thought for a moment.First,we should reconcile ourreality.G

3、lobal spending shot up by+4.8%in 2022,leaving the+2.6%growth of 2021 far behind.But weshouldnt be too excited by thosenumbers.This so-called“value”ismostly driven by inflationshandiwork,not honest-to-goodnessconsumer demand.And who(ultimately)pays theserising prices?Well,its the everydayshoppers tig

4、htening their belts andchanging their ways to make endsmeet.Theyre flocking to discountstores,spacing out their shoppingstores,spacing out their shoppingtrips in some parts of the world,and hunting down smaller packsizes to manage the money thatkeeps the household afloat.Brand Footprint investigates

5、the performance of 37,000brands across 53 marketsand five continentsPut simply,shoppers are beingforced to spend more and maketough choices.Though they arepresented with roughly the samenumber of brand choices whenthey shop,they are buying less andpaying more,opting for lower-costalternatives in som

6、e categories andrelinquishing others altogether.Thispattern is likely to continue,as evenwhen inflation is reined in,priceswill stay high to tackle ongoingsupply chain challenges and higherenergy,production,and distributioncosts.But brands are adroitlyrecognising and responding torecognising and res

7、ponding toconsumer pain.Amid this adversity confrontingtheir customers,brands haveexhibited a remarkable capacity foradaptation and growth.Thisdisplay of brand resilience andempathy for shopper needs is atestament to the industrysinnovative spirit.Even when facingchallenging circumstances andscarce

8、growth opportunities,brands have discovered ways toprosper and help shoppers at thesame time.The Top 10 most chosen FMCGbrands over the yearsOur annual Brand Footprint study,the most comprehensive we haveever conducted,investigates theperformance of 37,000 brandsacross 53 markets and fivecontinents.

9、The invaluable insightsderived from this extensive analysiswill provide you with a reliablecompass to navigate these uncertaintimes and achieve true growth.One particularly captivatingdiscovery is the rise of smaller,newer brands that have carved outa niche for themselves,even incategories that appe

10、aredsaturated.These up-and-comershave tapped into the power ofempathy and understanding forstruggling consumers,addressingtheir evolving needs and deliveringpositive results in the face ofchanging market needs.At the Cannes Lions InternationalFestival of Creativity in June,wewill celebrate the resil

11、ience ofwill celebrate the resilience ofbrands that have weathered thestorm and continued to innovate.Cannes Lions is the global stagewhere the worlds most innovativeand creative brands come together,showcasing their breakthroughideas and campaigns and earningwell-deserved recognition.Well beusing t

12、he event to spotlight thosewho stand out to shoppers.To further amplify the power ofbrands,this report offers a view ofthe strategies employed by winningbrands that will hopefully inspireothers to emulate their success andthrive.Click here or press enter for the accessibility optimised versionBRAND

13、BATTLE:BEST IN SHOWThe winners circle for brandsis a great place to beIn the world of FMCG,theres amoment a split second,really when a shoppers hand hoversbetween two brands,and theymake their choice.Thats themoment we aim to capture withour Brand Footprint ranking.Wetally up those Consumer ReachPoi

14、nts,seeing just how many timesshoppers reach for a particularbrand.In other words,we look athow many times they made abrand choice.Now,times are hard,and youdthink a tough economic climatecould spell trouble for brands.Forsome,it has,but many have foundtheir footing and learned to dancein the storm.

15、Thats what we callbrand resilience,and its somethingworth recognising.Even when thechips are down,brands keepsurprising us with their ingenuity.Each year,we set out on a treasurehunt for those surprises.Our teamshunt for those surprises.Our teamsdug up gems thatll help younavigate to real growth.Amo

16、ng thejewels,we found scrappy up-and-comers,the underdogs that tookon the big dogs and came out ontop,even in categories folks saidwere fit to burst.There were alsothe big dogs demonstrating whytheyre at the top of the brandrankings.This year,our examination of themarket doesnt stop at brands wealso

17、 cast an eye across the variousretail channels.We do so asinflation pushes more shoppers intothe welcoming arms of discountersand Private Label goods.We are,ofcourse,mindful of what thisunbranding of the world mightmean for both brands and retailers,and were diving into those markettensions,too.For

18、some brands,its about winningback wandering hearts.For others,its about going all-in on their bestWhich factor do youbelieve has the mostsignificant impact on abrands resilience in theFMCG market?Post answerPricing strategiesEmpathy andunderstanding forstruggling consumersInnovation andadaptationMar

19、keting andadvertisingits about going all-in on their bestbets.To that end,weve got afantastic deep dive on Sprite thetop shopper recruiter in the world showcasing the magic thathappens when you play your cardsjust right.For some brands,its aboutwinning back wanderinghearts.For others,itsabout going

20、all-in on theirbest bets.And we wont stop there.Well bebuilding on this Brand Footprintreport over time,bringing you freshinsights throughout 2023 to equipbrands and retailers with as muchtimely knowledge as possible whenthey make decisions.ConsumerReachPointsexplainedIf youre new to this report,we

21、usethe unique and insightful ConsumerReach Point(CRP)metric to gaugebrand success.CRP combinespopulation,penetration,andconsumer choice,allowing us to seejust how often shoppers choose anyparticular brand.One CRP is onechoice.With this metric,we can rank themost successful brands acrossmarkets,givin

22、g you both a birds-eye view and a detailed look atbrand performance in terms offinding new customers.We developglobal,regional,and local marketrankings,making it a breeze toaccess the data you need andevaluate your performance againstcompetitors.Beyond our own Kantar Worldpanelteam,I should also ext

23、end a bigthank you to our partners at GfKwho help us deliver such greatcoverage.And from the UnitedStates,were thrilled towelcome Numerator,a division ofwelcome Numerator,a division ofKantar Group,that gives us anextraordinary market read in the US.Packed with valuable insights andstrategic takeaway

24、s,BrandFootprint will empower you to fuelyour brands growth.Dive in todiscover the top-performing brandsand the winning strategies theyveemployed to achieve growth.But before you read on,lets firstlook to the very latest list of brandsin our“hall of fame”.Were proudto introduce the top 50 mostchosen

25、 global brands in the 2023Brand Footprint report.Coca-Cola hits number 1 again,along with a raft of other consumerfavourites.One thing to keep inmind is that success is alwaysdriven by winning in the biggestmarkets.Meet theworlds mostchosenconsumerbrandsClick here or press enter for the accessibilit

26、y optimised versionBRANDBLAZINGBrand tactics are keyfor those who survive and thrive“To grow,one must first embracechange”.We think its fair to saythe FMCG industry has runtowards,rather than away from,the changes thrown its way inrecent years.Growth is a journey,not adestination,and for many brands

27、 in2022 that journey was a positiveone.Brand choices were up(61.3brands per household in 2022 vs60.9 in 2021).which is obviouslygood news for those who were ableto push their way into the worldsincreasingly competitive baskets.However,the growing trend ofrising Private Label in 2023 meansthose brand

28、 choices may besubstituted for Private Labelalternatives.Smaller baskets may also delivertougher headwinds to shopperrecruitment,particularly in marketswhere shoppers are less familiarwith the impact of inflation on theirwith the impact of inflation on theirpurses.Our teams are spending alot of time

29、 working with clients onthis challenge at the moment.In 2022,we saw shoppers basicallymaking the same number(only0.1%difference year-on-year)ofCRP choices as the previous year,but they were clearly makingdifferent choices than they have inthe past.As the report rankingsshow,theyre trying smaller and

30、local brands.Plus,proportionally,smaller brands are growing versusthe total market.Market contextUnlike the COVID years,whengrowth rates soared by 10.6%in2020,the growth weve seen in ourlatest examination of the globalFMCG market comes not fromdemand driven by a populationforced to stay home for mon

31、ths at atime,but by inflation.Food priceinflation is above 10%in all regionsexcept Asia,which is reflected inthat regions slower growth year onyear.The Food and Dairy sectors aredriving the overall FMCG figures,while Beverages and Health&while Beverages and Health&Beauty saw their growth slow.Growth

32、 was stronger in the secondhalf of the year,and this mayrepresent how the industry is likely toperform at least for the first half of2023.If this isnt true growth,where are wereally?The FMCG volume numbershelp smooth out the story.Indeed,we have seen no bounceback fromthe volume declines we saw in t

33、hepost-COVID period:sales are down,prices are up.Which sector do you thinkwill experience the mostsignificant growth in theFMCG industry in the nextyear?Post answerFood and DairyBeveragesHealth and BeautyHome careBut and this is an important but we see a persistent andconsistent common denominatoram

34、ong brands successfullyrecruiting more shoppers:Penetration.Our reality is that halfof brands globally are winning,andhalf are declining,but 88%of thosewinning do so with improvedpenetration,up from 86%.Onaverage,those winners are gaining1.8 penetration points.Of course,not all growth is createdequa

35、l;profitable growth is one of themost elusive targets for brands andretailers of all sizes.We have seenthis profit challenge reflected insome of the big retailer and brandearnings reports.We should alsonote,as youll see later in this report,note,as youll see later in this report,that growth is behav

36、ing differentlydepending on where you are in theworld.For further context,the number ofconsumer choices(interactionswith brands across categories)wasessentially flat year-on-year,a firstin the history of this report.Butthere is important movementwithin this metric that saw localwithin this metric th

37、at saw localbrands gain in importance overglobal brands.Local brands saw aCRP share of 67.7%vs global at32.3%,an increase of 0.6%.Local brands saw a CRPshare of 67.7%vs global at32.3%,an increase of 0.6%PeoplepowerThe implications of this seeminglysmall shift point to a larger trend.Local brands are

38、 continuing to findtheir place,and doing so when thefrequency of brand engagement isdown(-2.2%).We need to recognizethat a 1%lift in local brands versustheir global counterparts is seismic inthe dollar terms of multi trillion-dollar industry.A lift of 1%in penetration isadding 12 millionhouseholdsWe

39、 also need to recognize thehousehold level investments here.We calculate that each householdis worth USD$1,008 a year,andeach brand chosen is worth anaverage of USD$3;up by 5%in thislatest year of reporting.To put avalue on that:a lift of 1%inpenetration is adding 12 millionhouseholds which equates

40、to$36million on average.But to get that 1%increase,abrand needs to find 224,000 morehouseholds today than they didonly last year to stay at the samelevels of brand performance.Mostof this extra work required can beattributed to a global populationincrease.The shopper behaviour data thatexplains 2022

41、Click here or press enter for the accessibility optimised versionGREATEXPECTATIONSBrand diversitygrows successLets get into the detail.Well look globally,locally and talk about brands by size.Heres what that looks like:FindinggrowthThe average penetration gain in2022 was higher than the previousyear

42、 for brands of all sizes at+0.5percentage points.There areseveral pieces to this dynamic,butthese two stand out:We also have shoppers trying newbrands,particularly smaller or localbrands,and there are many moresmall brands than global brands.Atwist this year is the way smallbrands are fighting their

43、 way intoshopping baskets and gaining moreAsia,particularly India,is drivingCRP growth,even as Europe andthe United States softens.Improved penetration has comeat the expense of brandfrequency.shopping baskets and gaining moretraction than previous years.Inmany ways,they are the risingstars.Theyre a

44、lso showingresilience across all categories,except beverages,where globalbrands have held their traditionalstronghold positions.A twist this year is the waysmall brands are fightingtheir way into shoppingbaskets and gaining moretractionAt a local brand level,we also see atrend of shoppers finding gr

45、avitypoints with their local offerings.Through all of this,brand loyalty ispressured.Of course,much of thatpressure comes back to that wordagain:inflation.Its a word that ismaking the FMCG industry work(very)hard for its money.Weve beeninundated with questions on pricing,portfolio,promotion,innovati

46、on,andthe nuances in between.Additionally,the dynamic between retailers andmanufacturers has been wrought attimes as retailers battled to hold pricesdown to keep shoppers in their storesand curb the bleed to discounters asshoppers race to conserve theirspending power.LocallearningsDiscover the Kanta

47、r BrandZMost Valuable Global Brands2023 report from 14 June2023,with new insights onhow the highest performersare investing in strategies thatdifferentiate,protect value,and advance sustainabilitycredentials to connect moreclosely with consumers.Find out more: here or press enter for the accessibili

48、ty optimised versionPENETRATINGINSIGHTSSome brandsare making success look easyPenetration refers to thepercentage of households thatpurchase a particular consumerproduct or brand within a givenperiod.As we know,it is animportant metric for the FMCGindustry,as it indicates thepotential market size fo

49、r aparticular product or brand.However,achieving high householdpenetration can be challenging,asit typically requires a combinationof effective marketing,strongdistribution channels,and uniqueproduct proposition to drive brandtrial and repeat purchases.Penetration requires acombination of effectivem

50、arketing,strongdistribution channels,andunique product propositionUnilever-owned Sunsilk hasachieved remarkable success in thehair care sector,thanks to its focuson delivering affordable,effectiveproducts to consumers around theworld.The brand has found 32.2million new shoppers,had 14%CRPgrowth,and

51、jumped two spots inthe Worldpanel global rank.One of the key drivers of Sunsilkssuccess has been its performancein top markets like India,thePhilippines,Bangladesh,and Brazil.In India,for example,the brandsDashain Festival campaignengaged with the audience andreached 100 million views(66million on T

52、ikTok),helping Sunsilkgrow its global penetration by 2.2points.In Brazil,the Seda Boom(Seda isthe name Sunsilk is marketed as inBrazil)relaunch#FocaNaLiberdade(Focus on Freedom)campaignhelped the brand grow its marketshare,reaching 40 million peoplethrough a reality show featuringlive celebrities fo

53、r 72 hours.SunsilkOreo has achieved remarkablesuccess by taking advantage of aproduct flywheel effect,which hasallowed the brand to extend andstretch its offerings beyond itscookie foundations.One example ofthis is Oreos frozen products,whichinclude a range of frozen treats suchas ice-creams,cones,p

54、ots,andsandwiches.This move has helpedOreo find 26 million new shoppersand expand into new markets.Yet,even as it expands into newcategories,biscuits remain at thecore of Oreos business,and thebrand has continued to find successwith new shoppers in markets likeIndia.In India,Oreo gained awhopping 5.

55、7 million new shoppersand saw an increase in penetrationpoints by 19 million buyers in 2022.Mondelez-owned Oreo canattribute some of their success toinitiatives such as its#StayPlayfulcampaign,which celebrates the funand playful aspects of the brandand evokes memories of familymoments.This campaign

56、hashelped reinforce Oreos position asa heritage brand while alsoreimagining its portfolio to stretchfrom the pantry to the freezer.Overall,Oreos success is atestament to its ability to innovateand evolve while staying true to itscore values and heritage.Byexpanding into new categories andmarkets whi

57、le continuing to focuson its core business,Oreo hasestablished itself as a leader in thebiscuit industry.OreoAriel,a brand owned by Procter&Gamble,has achieved remarkablesuccess in the laundry detergentindustry thanks to its commitmentto delivering innovative,sustainable,and effective solutionsthat

58、meet the needs of consumersaround the world.Ariel has found 17.5 million newshoppers,had 11%CRP growth,and jumped six positions onWorldpanels latest brand rankings.This success can be attributed tothe brands strong performance intop growth markets like India,thePhilippines,Colombia,andMainland China

59、,where it hasfocused on delivering efficient andeffective products that resonatewith consumers seeking high-quality laundry solutions.Ariels commitment to sustainabilityis demonstrated by the brandsEco-Box,which uses 60%lessplastic than traditional detergentbottles and appeals to consumerswho are in

60、creasingly concernedabout the environmental impact ofthe products they use.In addition to its focus oninnovation and sustainability,Arielhas also developed strongmarketing campaigns,such as the#ShareTheLoad campaign,whichaddresses important social issueslike gender inequality while alsohighlighting

61、the efficiency andefficacy of Ariels laundry solutions.With Procter&Gambles ownershipand its focus on meeting consumerneeds while addressing importantissues,Ariel is well-positioned tocontinue its success in the laundrycontinue its success in the laundrydetergent industry.ArielSprite was a clear win

62、ner in ourglobal rankings this year.Thenumbers speak for themselves.Sprite found almost 34 million newshoppers in the space of a year.And they did so in the midst of aglobal cost-of-living crisis.Success can be attributed to severalkey factors.The first was its abilityto appeal to diverse markets ac

63、rossthe world.From Mexico to India,Brazil to the US,Peru to Ireland,and South Korea,Sprite won overnew consumers in markets of everysize.The brands focus was ondelivering a refreshing taste thatcould be enjoyed by people fromdifferent cultures and backgrounds.Another factor that contributed toSprite

64、s success was its focus oninnovation.In particular,the re-launch of Sprite Zero in Mainlandlaunch of Sprite Zero in MainlandChina helped the brand appeal toincreasingly health-consciousconsumers who were looking for alow-calorie option.Similarly,theemphasis on Zero in its marketingcampaign helped Sp

65、rite tap intocampaign helped Sprite tap intothe growing trend of consumerslooking for zero-sugar or low-sugarproducts.SpriteWe also took a look at how Spritefound appeal across newconsumption occasionsthrough Worldpanels DemandMoments lens.We chose Spain asan example,where Sprite performedwell compa

66、red to two competitorsacross most occasions;we call themDemand Moments.However,itoutperformed n the“Time andEffort”Demand Moment,signally itwas a popular choice for those onthe go,who were seeking maximumsatisfaction in an efficient way.Sprites success can also beattributed to its strong marketingca

67、mpaigns.The“Heat Happens”campaign,in particular,was ahuge success,with its focus on GenZ and environmental matters.Thecampaign was fun,engaging,andemphasized the mental as well asphysical refreshment that Spriteprovides.Additionally,the use ofclear bottles with recyclingincentives and a new logo hel

68、pedincentives and a new logo helpedthe brand stay relevant andappealing to modern consumers.With a 2.3 penetration point lift forSprite,firmly planted itself as a globalpowerhouse in the soft drink industry.Click here or press enter for the accessibility optimised versionWINNINGWAYSSmall brandsare d

69、elivering big successThe rise of small brands is awarning shot across the bows forthe bigger players.We know theyresuccessfully finding their way intobaskets as consumers makedifferent choices.Some brands aredoing it with price,others withmarketing and messaging.But allof them are finding ways to wi

70、n,often in crowded categories wherelarger brands have long dominated.Evolving consumer needs areencouraging more trial,and thesebrands are proof of that shift.Small brands are findingways to win,often incrowded categories wherelarger brands have longdominatedRicolas success is its ability toinnovate

71、 and stay relevant tomodern consumers.In 2022,thebrand found 10.9 million newshoppers compared to the previousyear,thanks in part to the launchof sugar-free Swiss herbal candiesthat provide a refreshing andindulgent experience.Ricola has also experiencedsignificant growth in key markets,particularly

72、 in the US,where it grew8%.The brands CRP growth was25%,and it jumped 83 spots in theWorldpanel global brand rankings.This success can be attributed toRicolas focus on its heritage as thefinest Swiss herb drops,made withfinest Swiss herb drops,made withorganically cultivated herbs fromthe Swiss moun

73、tains.In addition,Ricola relaunched itsiconic packaging design,whichshowcases the brands core designheroes:the iconic amber cubesurrounded by the special herbsthat make up the unique blend ofRicola.Each herb is illustrated by abotanical artist,and the historicalRicola trapezoid is central to thedesi

74、gn.The new design reflects thebrands commitment to nature andits Swiss origins,with a morenatural logo that improves thepurchase experience.With a focus on naturally cultivatedherbs,a perfect balance betweenfunctionality and enjoyment,andits Swiss origins,Ricola appeals to agrowing consumer base.Ris

75、ingstars:Brandsmaking itbigRicolaCeraVe has become a rising star in thepersonal care sector,thanks to itsfocus on science-backed formulations,transparency,and education.Thebrand has achieved remarkablesuccess in recruiting new shoppers in acrowded market,with a CRP growthof 24%year-on-year,and recru

76、itmentof 6 million new shoppers.CeraVessuccess can also be attributed to itssocial media presence,particularly onTikTok,where it has established itselfas the#1 skincare brand with morethan 4.4 billion views and counting.The brands acquisition by LOral in2017 has also played a significant rolein its

77、success.Prior to the acquisition,CeraVe operated as a small,standalone company with relativelylow levels of market exposure.However,since the acquisition,thebrand has exploded in popularity andhas become a key player in thehas become a key player in theskincare market.LOral boughtCeraVe as part of a

78、 strategy to satisfythe growing demand for activeskincare at accessible prices.Theacquisition allowed LOral to tap intothe fast-growing market for affordable,research supported skincare products,while also providing CeraVe with theresources and expertise of a globalbeauty conglomerate.Overall,CeraVe

79、s success is atestament to its commitment toinnovation and quality,as well as itsability to connect with consumers anddeliver products that meet theirneeds.With its focus on educationand transparency,CeraVe hasestablished a loyal customer basethat appreciates the brands empiricalapproach to skincare

80、.With LOralsresources and expertise,CeraVe iswell-positioned to continue its successwell-positioned to continue its successin the personal care sector and meetthe growing demand for affordable,effective skincare products.CeraVeClick here or press enter for the accessibility optimised versionWALLETSR

81、ELOADEDPrice pressures puttingthe squeeze on retail:Howthe industry is respondingThe inevitable elephant in the roomhas been the Discounters.Led byAldi and Lidl,there has been agrowing stampede to their stores.For the first time in the last decade,Discounters is the fastest-growingchannel(+10.3%grow

82、th).Thisincrease sits inside an FMCG industrythat has grown as much in the pastthree years as in the previous eight.Yet the rise in Discounters has led,at least in part,to a slowing of theonline channel.Online growthslowed to+5.6%globally,making itthe 3rd fastest growing channel butstill ahead of th

83、e overall market.The e-commerce slowdown wascaused by Western Europe,wherethe channel lost share,with GreatBritain being the main source ofloss.E-commerce is still makinggains in Asia and the US.In the midst of rising inflation,Aldiand Lidl have become havens forbudget-conscious shoppers.TheDiscount

84、ers,so prevalent in Europe,have seen a significant boost intheir market share,swiping it fromother retail channels,particularlyother retail channels,particularlyHyper&Supermarkets.As older shoppers who hadpreviously shifted to online duringthe COVID-19 pandemic return tobrick-and-mortar stores,theyr

85、eseeking value and,as a result,flocking to these Discounters.Itbears repeating that for the firsttime in the last decade,Discountershave become the fastest-growingchannel and show no signs ofslowing amidst aggressive storeopenings.Both the Discounter ande-commerce channels have seenan increase in sh

86、oppers and visitfrequency,but the difference inperformance boils down to tripspend.If we overlook the spendcomponent,e-commerce continuesto win the growth rate race.TheDiscounterande-commercetug-of-warE-commercesuperstars:The brandscrushingonlineFMCG salesOne of the big channel winners wastraditiona

87、l trade.Less trendy to talkabout but still a massive driver ofsales in markets like India(86%oftrade)and Indonesia(90%of trade),traditional trade saw value growth of7.2%in 2022 on a global basis.Someof this can surely be attributed toshoppers making the channel shift asthey shopped more locally and

88、moreoften.The smaller pack sizes typicallyon offer,such as sachets,have alsobeen in demand as householdsmanage their cash flow more closely.The pressure on prices in aclimate of shrinking take-home wallets forced us toshop differentlyEven as country-level inflationnumbers begin to ease in 2023 after

89、topping out at double-digit levels insome markets,we can expect foodinflation to run higher than broaderinflation indices.Food and Dairy havebeen,and will continue to be,thedrivers of that trend.But we also need to recognise thatfalling inflation levels,even forgroceries,dont mean a return to lowerp

90、rices.In medical terms,we will just bestabilising the patient.Shoppers will beforced to live with higher prices,andthe changes they make to their buyinghabits may become permanent.As humans,we regularly prove howadaptable we can be,when pushed.The pressure on prices in a climate ofshrinking take-hom

91、e wallets(in realterms)for most,forced us to shopdifferently.That meant down-trading,smaller pack sizes,more private label,and even product or categoryabandonment.In other words,weabandonment.In other words,weadapted.As we move through 2023,it will be crucial for brands andretailers to adapt and inn

92、ovate tokeep pace.Understanding regional nuances andconsumer preferences will be key tomaintaining growth in thischallenging environment.Brands thatcan successfully navigate inflationarypressures while delivering value andmeeting consumer demands willstand the best chance of thriving inthe months an

93、d years ahead whenwe expect supply chain and costchallenges to be the norm.We can also expect to see furtherdiversification of retail channels and acontinued focus on delivering avalue-driven shopping experience forsavvy consumers.As always,this willinvolve leveraging technology,data,and insights to

94、 better understandcustomer preferences and tailorofferings accordingly.TraditionaltradeIn the face of inflation,what strategy do youthink is most effective forFMCG brands to maintaintheir market share?Post answerPrioritise local brandsIncrease focus on onlinechannelsEnhance product offeringand varie

95、tyOffer more value throughpromotions and dealsClick here or press enter for the accessibility optimised versionENDLESSINTERACTIVEINSIGHTSExplore our exclusivebrand data hubGet ready to unlock a wealth of knowledge that will empower you to make data-driven decisions for your brands growth.Start your

96、exploration now.Click here or press enter for the accessibility optimised versionWHAT ISBRANDFOOTPRINTThe categoriesThe complete ranking comprises five global FMCGsectors Beverages,Food,Dairy,Health&Beauty,and Homecare tracked by consumer purchasepanels.Non-barcoded Fresh Food,Batteries andPet Food

97、are not included in the global ranking.Alldata relates to purchases brought into the hometo be used or consumed there.The data periodThe Brand Footprint ranking is based on datacollected over the 52-week period betweenNovember 2021 to the end of October 2022.Criteria of eligibility for a brand toapp

98、ear in the Global rankingOnly global brands are analysed to create theglobal Top 50 Ranking.To be considered asglobal,a brand must be available in at leasttwo continents and above 1%Penetration.Datacollected from Ghana,South Africa,Egypt,Japan,Kenya,Morocco,Nigeria and UAE is notincluded in the glob

99、al ranking.Therefore if abrand is present in any of these markets plusonly one other continent it will not beconsidered global.Due to market conditions,we have excludedDue to market conditions,we have excludedRussia from this years report.Brand DefinitionBrand Footprint only covers consumer brands;r

100、etailers own-label brands are not included.Brands listed include all variants,categoriesand formats that sit within them for instancePantene includes all of its shampoo,conditioner,hair treatment,hairspray and hairoil products.Brands sold under different namesin different countries are considered as

101、individual brands for instance Tide and Ace orLays and Walkers.However,for brands with aname that has been directly translated into alocal language,for example Mr Muscle and MrMsculo,both are counted as the same brand.The universeThe data is collected from 53 markets covering87%of global GDP.Data so

102、urceBrand Footprint is a Kantars WorldpanelDivision initiative.Thanks to our partnerships we have beenable to offer countries outside of theKantar footprint.Kantar in collaboration with KantarWorldpanel/CTR in China.Data for the US was provided byNumerator.Data for Austria,Belgium,CzechRepublic,Denm

103、ark,Germany,Hungary,Italy,Netherlands,Poland,Romania,Slovakia,and Sweden was provided byGfK.Data for Japan was provided by Intage.About this reportThere may be small changes in the datareported for Colombia,France,Spain,Japan,South Korea,Saudi Arabia,US,Egypt,Romania,and the Philippines due to ongoi

104、ngpanel enhancements and data restatements.We have continued to ensure the brand andcategory definitions used are identical acrosscountries,and continuously improved ourproduct classification.The overall result is that this years ranking isour most accurate reflection of globalConsumer Reach Points.

105、About KantarWe believe in the power of brand;to createvalue and fuel sustainable growth by betterconnecting with consumers.To help brandsunlock that power,we start with people whatshapes their attitudes,behaviour andaspirations everywhere.From brand strategy to sales performance,weblend a unique com

106、bination of expertise,analytics,products and platforms to create themost meaningful insights on how people thinkand act.Whether for targeted action or big strategicleaps forward,we reveal the indispensableinsights and advice you need to connect withyour consumers,to create value for yourbusiness,to

107、shape your brand.Find out moreIf youd like additional information onBrand Footprint,please get in touch withyour usual Worldpanel contacts or email:Pedro CostaOperations Project DirectorWorldpanel Division,KVirginia GaravagliaGlobal Head of MarketingWorldpanel Division,KClick here or press enter for

108、 the accessibility optimised versionFOOD FORTHOUGHTExplore our publicationsand discover our offer to find outhow do we help brands growFood for ThoughtBrand Footprint 2023,watch the webinarBrand Footpritn Brazil 2023Watch the webinar(Portuguese)Appetite for GrowthHow the world eats and drinks 2023Om

109、nichannel 2023,watchthe webinarOmnichannel Latam,2023English|SpanishExplore the dataYou can access this years BrandFootprint data for all markets andsectors online.Learn more aboutyour brands global footprint andthe most chosen brands in yoursector and market.The Great British squeeze:Innovation spe

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