Local brands command 60% of FMCG shopper choices | Progresiv
Local brands are closing in on their multinational competitors, growing value at nearly twice the rate of global brands for the third year running. This is the key finding of the latest Kantar Worldpanel Brand Footprint report, which last week launched its annual Top 50 ranking of the world’s most chosen FMCG brands. 
Analysing one billion households across 44 countries in five continents and 300 billion shopper decisions, the study used its proprietary metric – Consumer Reach Points (CRPs) – to discover how many times a brand was chosen by consumers over the course of one year.
Local brands continue to outpace the market: while the total value of FMCG grew by 4.7% in 2015, local players grew by 6.2%. By comparison, global brands grew by 3.4%. Particularly strong in the food and beverage categories, brand choices are dominated by local players in terms of both the number of brands available as well as in the number of times they are chosen.
Local brands are especially prevalent in Asia, Latin America and also parts of Europe including Spain. Despite this shift, Kantar Worldpanel said that growth is not over for global brands. Within the top 10 brands alone, Lifebuoy, Lay’s and Dove all managed to not only grow CRP, but also move at least one place up the ranking.
The research group added that the key opportunity area for multinationals is ecommerce, the fastest growing channel, where they currently dominate.
Alison Martin, Director at Kantar Worldpanel explained: “Where modern trade (supermarkets and hypermarkets) is the dominant distribution channel for many global brands, the opposite is true for local brands who distribute through more traditional methods and are thriving in the emerging markets which are naturally showing higher rates of growth. (www.kamcity.com)
