Companies and Brands
17 Global Brands That Lured 1 Billion Customers Each Last Year
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Among the heaviest advertising spenders are makers of what are known as fast-moving consumer goods (FMCG) including items in five categories: food, drinks, dairy, homecare, and beauty and personal care. Of all the brands around the world, only 17 sold at least 1 billion items to consumers in 2017.
The data were released Wednesday by Kantar Worldpanel based on research from 74% of the world’s population–a total of 1 billion households in 43 countries with 75% of the world’s GDP. Kantar Worldpanel tracks more than 18,000 brands across the five categories.
The Coca-Cola Co.’s (NYSE: KO) Coca-Cola soft drink is the top-ranked brand in the world for the sixth consecutive year with consumer reach points totaling more than 5.8 billion. Here’s a list of all 17 including the consumer reach points of each. Reach points measure how many households around the world are buying a brand (penetration) and how often (consumer choice) and, Kantar Worldpanel says, provides a true representation of shopper choice.
Amazingly, perhaps, in every FMCG category local brands enjoy a larger market share than any of these global brands. In 2016 total FMCG share for global brands was 35.8% compared to 64.2% for local brands. In 2017 the gap widened, with global brands posting share of 35.4% to 64.6% for local brands.
Read more about the brand footprint survey at Kantar Worldpanel’s website.
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