“There is a decision point in every FMCG purchase; a point at which the shopper decides to buy one brand instead of another. The Brand Footprint ranking reveals which brands are winning at that moment of truth.” And more importantly, how and why.
Consumer research company, Kantar Worldpanel, has just completed a global Brand Footprint survey. Its Brand Footprint ranking reveals how consumers around the world today are buying FMCG brands. And it highlights the opportunities that remain for brands to increase their footprint. [Sadly, Australia has been omitted from its calculations. Most of the brands cited, though, are available here. And the old idea that local trends and marketing ‘rules’ dominate global ones is vaporising very fast.]
For FMCG brand owners and their packaging designers, this report is full of clues to make what's outside of your product move what's inside more quickly into shopping baskets.
There is a decision point just before every FMCG purchase at which the shopper decides to buy one brand instead of another. The Brand Footprint ranking reveals which brands are winning at that moment. It calculates this in terms of Consumer Reach Points. The points ranking gives a clear picture of the size of each global brand footprint, and shows where the brand has opportunities to grow its penetration and its frequency.
Alison Martin, director at Kantar Worldpanel says, ‘The brands which excelled this year are those which invested in innovation, inspiration and invention.’
Every one of the global brands in the 2014 Brand Footprint ranking was chosen at least 500 million times in the last year. This means that consumers chose to buy it over another brand on millions – and for 16 brands – billions of occasions. The report provides case studies of top brands, fastest moving brands and billionaire brand owners.
The Brand Footprint in Context chapter examines overarching global trends and how they affect all FMCG manufacturers to varying degrees, with ‘masterclass’ illustrations of how brands have successfully addressed them.
Example: “CONSUMERS WILL PAY FOR CONVENIENCE
For the growing middle classes around the world, convenience and health are both important. They have greater awareness of health mattersand more money to spend on their wellbeing. Technology, along with changing working and social patterns, is making their professional and personal lives busier than ever. Brands are succeeding with new format meal solutions and culinary aids such as cooking bags, gravy potsand ready-to-eat variants – all with a premium price tag. In health and beauty, products are combining attributes to make the personal wash and hygiene routine more efficient and consumers' lives easier.
A MASTERCLASS IN CONVENIENCE
• Unilever developed its Vaseline Spray & Go moisturiser, which applies moisturiser rapidly and evenly without the need to be rubbed in.
• A key launch for McCain in the UK in 2013 was McCain Jackets – microwaveable jacket potatoes that give people a home-baked taste without the long cooking time.”
The report has also identified which brands win at the moment when a purchase decision is made. These brands are:
1. Brands with meaning - They connect with consumers, and some even give them a say in the future of thebrand. Their ideas make people’s lives happier, healthier or easier, with innovations and communications tailored to what’s important in different markets.
2. Brands that understand their shoppers -They respond to the trends and influences that shape consumers’ lives and expectations, and use two way communication and social media to pinpoint what motivates consumers’ choices.
3. Brands without boundaries -They make themselves accessible to the highest number of shoppers, using both online and offline distribution
4. Brands that ruthlessly pursue growth.
...And it identifies four trends shaping the future of FMCG:
1) Emerging regions will continue to grow ahead of developed markets.
2) Online FMCG sales will grow at a steady pace, reaching 5.2% global share by 2016.
3) Convenience, health, affordability, individuality and talkability will all remain important to consumers. Sustainability, provenance and
the environment will grow as priorities.
4) Local players will keep expanding their boundaries. The whole world is everyone’s oyster.
Curious to view the whole report?
Download the report here.
Explore the data here.
