Nestlé, Mondelez, PepsiCo, Mars, Coca-Cola... These household names represent a group of highly capable and creative food manufacturers, sharing common labels: tens of thousands of employees, annual sales revenue in the tens of billions of dollars, mature and diverse brand portfolios, and global distribution networks. Among them, the following 10 food companies not only control almost all snacks and beverages in Europe and America through their brands and diverse categories, but also influence sales trends worldwide. During the industry's transformation period, these 10 multinational brands are making the following adjustments in the market. 01 Nestlé 2016 Total Revenue: $90.2 billion (approximately RMB 673.8 billion) Basic Introduction: Founded in 1867, Nestlé is the world's largest food manufacturer. Sub-brands well-known to Chinese consumers include Nestlé, Totole, Hsu Fu Chi, Yinlu, Wyeth Nutrition, Nestlé KitKat, Ben Nana ice cream, Nestlé Pure Life water, Crispy Shark chocolate, Super Energy, and Wyeth Gold series milk powder. Market Strategy Adjustments: Amid consumption upgrades and health trends, Nestlé has been exploring sugar and fat reduction, attempting to create natural, calorie-free healthy sweeteners. Recently, Nestlé also launched new nutritious cereal products, positioning them as natural and nutritious to enter the breakfast market. China is Nestlé's second-largest market globally. Currently, Nestlé still holds the top position in China's instant coffee market, but with changing coffee consumption habits, it faces a slowdown trend. Additionally, after entering China, Nestlé's top-ranked KitKat chocolate relied on Hsu Fu Chi for promotion and sales. Subsequently, Nestlé introduced the Swiss chocolate brand Cailler to fill the high-end market gap. Besides coffee, bottled water is another key product for Nestlé in China. However, under pressure from local brands like Master Kong and Nongfu Spring, Nestlé Pure Life water ranks only 10th in market share in China. To break through in the water market, in 2017 Nestlé Pure Life launched children's water in China, entering the children's water segment, becoming another key strategic move for Nestlé. 02 PepsiCo 2016 Total Revenue: $62.8 billion (approximately RMB 469.2 billion) Basic Introduction: PepsiCo is the world's fourth-largest food and beverage company. Its well-known brands include Pepsi-Cola, Mountain Dew, Gatorade, Lay's, Pepsi Light, Tropicana, Doritos, 7 Up, Mirinda, and Quaker Oats, with 18 brands each generating annual sales over $1 billion. Market Strategy Adjustments: In recent years, Pepsi-Cola has continued to dominate the global market with classic flavors and diverse marketing, with creative bottles like emoji bottles serving as important communication carriers. However, PepsiCo inevitably faces a decline in the carbonated beverage category. 03 Unilever 2016 Total Revenue: $48.3 billion (approximately RMB 360.8 billion) Basic Introduction: Although many consider Unilever a personal care and home care company, it is equally significant in the food sector. Its largest food brand is Knorr, with sales of €2.3 billion. Additionally, Unilever is the world's leading ice cream producer and the largest tea bag manufacturer, with brands like Wall's and Lipton widely known. Market Strategy Adjustments: On April 6, 2017, Unilever issued a statement announcing restructuring, outlining six goals including a 20% increase in operating profit by 2020. Furthermore, under acquisition pressure from Kraft Heinz, Unilever intends to divest its food business or end its dual Anglo-Dutch structure. Unilever will continue to expand its global Lipton black tea business. Lipton black tea, which sells €1 billion globally, has been in China for 15 years. Within five years of entry, it achieved the top sales and market share, holding a significant share in large and medium-sized cities. 04 Coca-Cola 2016 Total Revenue: $41.9 billion (approximately RMB 312.8 billion) Basic Introduction: Founded in 1886, Coca-Cola is the world's largest beverage company, with a 48% global market share and over 200 brands. Currently, the company owns products such as Coca-Cola, Diet Coke, Coke Zero, Sprite, Minute Maid, Fanta, Ice Dew, Aquarius, Schweppes C, Qoo, Pulpy Orange, and Smart, with Coca-Cola and low-calorie Coca-Cola ranking as the first and third largest beverages globally. Market Strategy Adjustments: With increasing health awareness, carbonated beverages are becoming less accepted by consumers, putting pressure on both Coca-Cola and PepsiCo. In recent years, Coca-Cola has been fully focusing on the "low-sugar, sugar-reduced" market. Additionally, the globally popular Monster Energy drink (renamed "Monster" in China) has begun to enter China's functional beverage market through Coca-Cola's distribution channels. In 2016, Coca-Cola's revenue in the Asia-Pacific region was $5.294 billion, up 1% year-on-year, but the Chinese market saw a single-digit decline. Coca-Cola has started to push into the bottled water market, with its Ice Dew brand holding a 6.6% market share in China, ranking sixth. Furthermore, Coca-Cola is also entering the premium water market, with its Valser premium bottled water priced at RMB 64. 05 Mars Food 2016 Total Revenue: $35 billion (approximately RMB 261.4 billion) Company Introduction: Founded in 1911, Mars Food primarily operates in snacks, pet care, and main meals. Mars owns numerous well-known brands, with food brands valued over $1 billion including Dove, Mars, M&M's, Snickers, Skittles, Crispy Rice, and Pedigree. Market Strategy Adjustments: Chocolate is one of Mars's most important categories, with significant efforts in the Chinese market. China is a key market for chocolate products. It is estimated that by 2020, the overall size of China's chocolate market will reach RMB 40 billion, with online growth of 20%. Among them, Mars, with products like Dove, Snickers, and M&M's, held a 40% share in 2016. In the online chocolate market, Mars's advantage is even more pronounced, with Dove chocolate holding an 18.82% market share and Snickers 1.71%. 06 Mondelez 2016 Total Revenue: $25.9 billion (approximately RMB 193.5 billion) Basic Introduction: Mondelez's predecessor was Kraft Foods, the largest food company in the US and second-largest globally. After the split, it continued its global snack business under the name "Mondelez International." Mondelez China owns several well-known brands including Oreo, Chips Ahoy!, Tuc, Ritz, Prince, Pacific, LU, Po Chai, Halls, Stride, Milka, and Tang. Market Strategy Adjustments: On April 19, Ma Ruchao, President of Mondelez China, stated: "Third- and fourth-tier cities will be the battleground for the future food industry," establishing a "rural areas surround the cities" market strategy. This involves setting up sub-distributors for distributors, understanding how to use distributors to build their sales teams, developing key accounts locally, and understanding how to reach consumers in third- and fourth-tier cities through mobile terminals. Furthermore, analyzing from the perspective of major products, Mondelez's Oreo has become a household star product, but in recent years, Oreo has seen a decline. For example, in the Chinese market, its market share fell from 9% in 2012 to 6% in 2015. To address this, Oreo has undertaken a series of innovations, such as launching Oreo Thins, coloring packs, and music packs. In recent years, Mondelez has increasingly focused on the Chinese market, accelerating the introduction of successful international brands into China. From Stride in 2012, to Trident entering China in July 2015, to Belvita breakfast biscuits and LU biscuits entering in October 2015... More and more international brands under Mondelez will enter the Chinese market. 07 Danone 2016 Total Revenue: $23.7 billion (approximately RMB 177 billion) Basic Introduction: Founded in 1966, Danone is a world-renowned food company and the third-largest food group in Europe. Its brands include Danone, LU, Evian, Mizone, Biotiful, and Cow & Gate. Market Strategy Adjustments: Recently, Danone's major product Mizone has been facing a cold reception in the Chinese market. For the first time since 2010, Mizone saw a decline in retail sales in China in 2016, failing to break the RMB 10 billion mark. Some analysts suggest that Mizone has shown signs of brand aging, and with the rapid development of vitamin beverages in China, many local brands have created competitive pressure. To survive and adapt, Danone successively launched new products in 2017, including the sports drink Mizone "Blazing Energy," the fruit blend drink "Lemon's Coming," and a new Mizone flavor with coconut and pineapple. Meanwhile, another premium product under Danone, Evian, has found a suitable market in China. Currently, Evian holds a 25% share in China's premium water segment, serving as a model for Chinese water companies entering the premium water market, and has become an important product for Danone. 08 Associated British Foods (ABF) 2016 Total Revenue: $16.8 billion (approximately RMB 125.5 billion) Basic Introduction: ABF is the world's second-largest producer of sugar and baker's yeast and one of the world's major food producers. Its brands include Ovaltine, Ryvita, Jordans, and Twinings. Market Strategy Adjustments: While Chinese consumers may not be familiar with ABF, its malted milk drink "Ovaltine" has recently attracted widespread attention. This century-old brand has a global presence. Starting May 1, 2017, Master Kong Beverages received authorization to exclusively produce and sell Ovaltine series beverages in mainland China. With this move, Master Kong will enter the nutritional milk beverage sector and help ABF further its global expansion. 09 General Mills 2016 Total Revenue: $16.6 billion (approximately RMB 124 billion) Basic Introduction: Founded in 1866, General Mills is a Fortune 500 company primarily engaged in food manufacturing, ranking as the world's sixth-largest food company. Its brands include Häagen-Dazs, Betty Crocker, Green Giant, Fruit by the Foot, Wan Chai Ferry, Viban, and Yoplait. Market Strategy Adjustments: At the end of 2016, General Mills began global layoffs. Industry analysts suggest that General Mills will cut 400-600 jobs. Additionally, General Mills adjusted its product portfolio, discontinuing its Bugles product. In terms of product business, General Mills recently invested $6.5 million in a probiotic company, showing confidence in this category's development. Furthermore, General Mills has a unique vision in yogurt products fermented from raw milk. Its Yoplait brand, after launching in Shanghai, quickly captured 10% of the Shanghai market share and expanded to other cities. Meanwhile, its Wan Chai Ferry brand has been fully focusing on China's frozen food market. 10 Kellogg's 2016 Total Revenue: $13 billion (approximately RMB 97.1 billion) Basic Introduction: Kellogg's is a globally renowned manufacturer of cereal breakfasts and snacks. Its products include cereal breakfasts, biscuits, baked snacks, frozen waffles, pie shells, and ice cream cones. Its brands include Pringles, Choc-o's, Special K, and Eggo. Market Strategy Adjustments: Chinese consumers may be unfamiliar with the name "Kellogg's," but its Pringles potato chips brand has attracted much attention. This potato chip brand, which entered the Chinese market in 1997, has become an important competitor in the domestic potato chip market. Additionally, in 2013, Kellogg's established a 1:1 joint venture with Yihai Kerry, achieving mutual progress and win-win results. It is not difficult to see that with economic globalization and the upgrading of consumption concepts, these leading food companies are not only deeply deploying in their home markets in Europe and America but also extending to overseas markets. The adjustments and layouts of these 10 multinational brands will bring about an upgrade and transformation of the global food landscape! -END-