Coca-Cola, which has been selected the most times by consumers all over the world, topped the brand footprint list of Kantar Worldpanel. Global consumers have chosen to buy Coca-Cola for 5.3 billion times in the past year. This impressive achievement is driven by 44% household penetration rate and high global purchase frequency (15 times a year).
Kantar Worldpanel brand footprint leaderboard introduces a brand-new measurement index CRP (consumer reach) to study the food, beverage, health care, beauty and home care categories covering 32 countries around the world, so as to analyze the brand strength. Kantar Worldpanel used CRP, a consumer insight indicator, for the first time to evaluate the number of households (penetration rate) buying brands and the frequency of buying brands. This unique index of comprehensive penetration rate and purchase frequency can help FMCG manufacturers clearly reflect the global coverage of their products according to the actual purchase arrival number, so as to understand the areas that can provide greater business opportunities.
The top global brands in the brand footprint list have fully proved their ability to meet the needs of local consumers. They can even reach rural consumers in emerging markets by expanding their channel networks. Of course, these brands still have a lot of room to further expand the scale of consumers in new regions, new goals, new categories or new occasions.
Yu Jian, general manager of Kantar Worldpanel in China, said: "At present, FMCG manufacturers are facing the dual challenges of maintaining market position and rapid growth, and it is increasingly important to expand the scale of consumers and improve their loyalty. Brand owners need to make a deeper analysis of existing consumers’ purchasing reach and competitive brands to find better growth opportunities. We publish the brand footprint ranking list to provide in-depth evaluation for this demand. We are very pleased to see that many national brands in China market are far ahead of some international brands in terms of the number of households and the frequency of purchase. This report sets growth targets in Asia and the world for China’s fast-moving consumer goods brands that want to expand globally. "
Top 10 fast-moving consumer goods brands in Chinese mainland brand footprint ranking.
place in a competition
brand
Consumer touch number
(millions)
permeability
%
Purchase frequency
Consumer reach growth rate% 2012 v 2011
one
Master Kong
One thousand five hundred and twenty-two
Ninety-one
Ten
6%
Two
MENGNIU
One thousand one hundred and thirty-eight
Eighty-eight
eight
-7%
three
Erie
1,063
Eighty-six
eight
6%
four
Wow haha
Seven hundred and twenty-five
Seventy-five
six
-8%
five
Shuanghui
Five hundred and sixty-seven
Sixty-seven
five
5%
six
Want-want Group
Five hundred and fifty-seven
Seventy-one
five
2%
seven
Orion
Five hundred and forty-five
Sixty
six
16%
eight
light
Five hundred and one
Forty-five
seven
5%
nine
Liby
Four hundred and sixty-two
seventy-two
four
-4%
Ten
Nongfu Spring
Four hundred and twenty-one
Sixty-three
four
20%
2013 CCTV Market Research Source: Kantar Worldpanel China
Other key findings in the report include:
Emerging markets have become an important driving force for brand footprints-among the top ten brands in the world, seven brands’ market growth obviously comes from emerging markets. They are Coca-Cola, Colgate, Dove, Midea, Nestle and Pepsi. Coca-Cola has grown by 7% in emerging markets in recent years, with 230 million new consumer touches.
China’s three billionaire brands-in the Chinese mainland market, Master Kong, Mengniu and Yili are the brands that have entered the’ Billion Club’, and consumers have touched them more than one billion times in the past year.
Some manufacturers achieve global market growth by acquiring local brands-it is still a challenge for many international brands to gain a foothold in emerging markets like China. Therefore, some manufacturers, such as Heinz and Nestle, will adopt active merger and acquisition strategies and selectively acquire national brands in China to achieve the growth of global brand footprint.
The trend of globalization is still on the rise-although international brands have strong advantages in brand culture and consumer background, ordinary consumers usually can’t distinguish international brands from local brands well. In order to gain more consumers in regional markets, international brands must understand and meet the needs of local consumers, and should not impose the cultural connotation of the brand’s country of origin on emerging markets that need to be developed. It is worth pointing out that Shufujia and Crest, which are outstanding in the communication between local consumers in China, are the only two international brands in the top 20 brands in China.
National brands are still strong-there are 23 regional national brands in the world with more than 500 million consumer touches. Wahaha, Shuanghui, Want Want and Guangming in China are among them, but the influence of these brands is often limited to the local area.
Calculation method of brand footprint
Kantar Worldpanel brand footprint ranking is the most frequently selected FMCG brand ranking, based on the purchase analysis of 823 million households in 32 countries on four continents (Asia, Latin America, Europe and North America). The measurement method is to synthesize the number of all households who bought the brand at least once in 2012 (penetration rate) and the average number of purchases of the brand (purchase frequency). This new measurement index, the number of consumers touched, evaluates the brand strength through the number of consumers and the frequency of purchase.
More details are available in www.kantarworldpanel.com/brandfootprint.
About Kantar Worldpanel — HD Inspiration
CTR is Kantar Worldpanel’s service in China.
We are the world’s leading group of continuous consumers. Our global information team provides you with customized solutions and professional analysis, bringing you unparalleled clear insight in macro and details. We help our customers understand consumers, what they use and the attitude behind their consumption behavior.
We use advanced data collection technology and monitor the better match between people and the environment. We specialize in quantitative data-these data have become hard circulation in local and multinational FMCG brands, private brand manufacturers, fresh food suppliers, retailers, market analysis and government organizations. We are not limited to grocery retail; Our fixed sample group also has diversified coverage in entertainment, communication, gasoline, clothing, personal care products, beauty, babies and food.
Our data set us apart. We provide analysis, insight, prediction and suggestions, so that you can understand from a new perspective and inspire success for your business.
We have more than 40 years of experience in helping enterprises shape strategies and management decisions; We know the dynamics of shoppers and retailers; We explore growth opportunities in products, categories, regions and trading environment.
We currently have partnerships in more than 50 countries-we are leaders in most of them-which means that we can provide inspiring insights locally, regionally and globally. Kantar Worldpanel was formerly known as TNS Worldpanel.
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About CCTV Market Research (CTR)
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