Kantar Releases 2017 Global Brand Footprint Report, Coca-Cola Tops for Fifth Consecutive Year

Note: 1. The top 50 ranking is at the end of the article. 3. The "Report Highlights" section is translated from the Kantar Worldpanel English website article "Emerging markets overtake developed in FMCG spend".

At 9:00 AM local time on May 24, 2017, Kantar Worldpanel released the 2017 Global Brand Footprint Report in the UK.

This is the fifth year Kantar Worldpanel has published the Global Brand Footprint Report. The report covers 43 countries and regions, 15,000 brands, 200 categories, and 73% of the global population, representing over 1 billion households. Using the innovative Consumer Reach Point (CRP) metric, it summarizes the penetration and purchase frequency of brands worldwide, reflecting real shopper choices. CRP ranks brands not merely by consumer attitudes but by actual consumer behavior.

Over the past five years, the Global Brand Footprint Report has provided in-depth analysis of 200 FMCG categories in food, beverages, health & beauty, and home care, including global FMCG growth fundamentals, the top 50 most chosen brands, the top 10 fastest-growing consumer brands, interviews with star brand executives, the top brand in each country, and regional FMCG analysis. It shows which brands are succeeding globally and provides insights to help FMCG brands set more accurate global targets and improve business growth. The following summary is derived from the original report and Kantar Worldpanel's global press release.

Global Brand Rankings: Stability with Breakthroughs, Coca-Cola Remains #1

In 2016, with Brexit and Trump's election, the macro environment was more uncertain than ever. The brand landscape in the 2017 Global Brand Footprint Report shows new trends amid stability.

The report shows Coca-Cola (USA) remains the most chosen brand globally, topping the list for the fifth consecutive year, with a global penetration of 42%, over 80% penetration in 9 countries, and ranking first in 9 countries.

Colgate (USA) follows closely, reaching more than 50% of the global population, making it the only brand to achieve 50% penetration, surpassing Coca-Cola. Dettol (UK) is the fastest-rising brand, entering the top 50 for the first time. Sunsilk's CRP grew 12% in the past year, entering the top 10 for the first time. Among rapidly growing brands, Barilla (Italy) ranks first in the food category, entering the "best risers" list.

The report also highlights the most popular brands in each sector: Coca-Cola tops all brands, but by industry, food brand Maggi (Nestlé), personal care brand Colgate, and home care brand Sunlight are the leaders in their respective fields.

Chinese Brand Yili Performs Well, but No Chinese Brand in Global Top 50

In this year's list, Chinese brand Yili performed notably. Over the past year, Yili's CRP continued to grow, with 1.14 billion consumer purchases in 2016. Yili remains the most chosen brand in China, topping the China FMCG brand ranking for consecutive years. However, no Chinese brand made the global top 50.

Top brand in each country Image source: English version of Kantar 2017 Global Brand Footprint Report

FMCG Industry: Emerging Markets Show Strong Growth

According to the 2017 Global Brand Footprint Report, the global FMCG industry's consumer decision value per brand reached $1.92. Emerging markets accounted for 51% of FMCG spending, showing impressive performance.

One key finding is that while mature markets were flat, emerging markets showed remarkable growth.

In 2016, mature markets saw almost no growth, with nearly all FMCG growth coming from emerging markets, contributing $34 billion in growth, a 6% increase from 2015.

Emerging markets now account for 51% of the FMCG market, with 48% growth over the past three years. The strong performance is global, with standout countries including Russia (14%), Sri Lanka (9%), Indonesia (6%), and the Philippines (6%).

Global FMCG Local Brands Show Strong Growth; Home Health Products See Notable Increase

The report indicates global brands grew 2.6%, with share falling to 36%, but added $8 billion in value. Total FMCG brand sales grew 3%, slowing from 4% last year, but local brands grew 3.9%, holding a 64% share.

Spending on home health products grew the most at 4%, while health and beauty saw the lowest growth at 1%. Whether home health products can maintain this trend remains to be seen.

Asia's health and beauty sector differs from the global trend. In Asia, the report notes that Asian food and beverage brands have already surpassed multinational peers, growing at more than double the rate over the past year.

Chinese Consumers' World View: Health Over Money

The report outlines the overall situation for Chinese brands over the past year. Consumer trust in some regions is changing rapidly, sometimes faster than brands can adapt. As China's economy develops, more people believe health is more important than money. The demand for premium and high-quality products also benefits brand development.

The report mentions Ganten Baishuishan, a representative domestic premium mineral water brand, whose products contain over 100 minerals, proving beneficial to health. Ganten Baishuishan's CRP grew 23% in the past year.

Report Highlights

Most Chosen Brands

Coca-Cola remains the world's most chosen brand and is the #1 brand in nine countries. In the past year, consumers bought Colgate over 6 billion times.
Maggi (Nestlé) is the #1 food brand.
Colgate is the #1 health and beauty brand.
Sunlight (Unilever) is the #1 home care brand.

Fastest Risers

Dettol entered the top 50, making it the fastest riser.
Sunsilk entered the top 10, climbing two places, and is the fastest-growing brand in the top 10.
Dove added the most shoppers to its portfolio, recruiting 14 million new households.
Barilla is the fastest-growing food brand.

Global FMCG: 2016 Snapshot

Total FMCG brand sales grew 3%, slowing from 4% the previous year.
Local brands grew 3.9%, increasing to 64% share.
Global brands grew 2.6%, with share falling to 36%, but added $8 billion.
Home health product spending grew the most at 4%, while health and beauty saw the lowest growth at 1%.

Growth in Hotspots

The majority of FMCG growth in 2016 came from emerging markets, including Russia (14%), Sri Lanka (9%), Indonesia (6%), and the Philippines (6%).
In 2016, emerging markets grew by $34 billion, while developed markets were relatively flat, growing by $8 billion.
Emerging markets' revenue growth was nearly half last year, but still far higher than developed markets, with sales growth of 1.3%.
In just three years, emerging markets' FMCG share rose from 48% to 51%.

2017 Brand Footprint Top 50 Ranking

Source: FBIF Food & Beverage Innovation (ID: FoodInnovation) -END-