2017全球品牌足迹报告（英文版）_46页_7mb

Brand Footprint 2017 Summary

Core Content

Brand Footprint 2017 is a comprehensive report analyzing the growth of consumer brands globally, focusing on how brands can thrive in an unpredictable world. It highlights the importance of shopper choice, brand penetration, and frequency of purchase as key drivers of growth. The report covers 15,300 brands across 200 categories in 43 countries, representing 73% of the global population.

Main Points

• Brand Growth is About Choice: Brands must understand and target the decisions consumers make at the point of purchase, whether in-store or online. Increasing the number of people who choose the brand (penetration) is more significant than increasing the frequency of purchase among existing customers.
• Global vs. Local Brands: The gap in pricing between global and local brands has narrowed, and global brands must now work harder to justify their value through quality and prestige.
• Emerging Markets Lead Growth: Emerging markets continue to outperform developed markets in terms of growth, with 100% of FMCG growth in 2016 attributed to them. Developed markets saw a slowdown in growth, with only 2% increase in sales.
• CRP as a Key Metric: Consumer Reach Points (CRPs) are a crucial indicator of brand growth. The report emphasizes that brands with lower penetration should aim for consistent annual gains to improve their market position.
• Disruption is the Norm: The FMCG industry is experiencing significant disruption due to political, economic, and technological changes. This includes the rise of e-commerce, private label products, and new formats of consumption.

Key Information

Brand Penetration and Frequency

• The average branded decision at the shelf costs $1.92, with the value of the decision varying by category.
• In 2016, the global FMCG growth slowed to 3%, compared to 4% in 2015.
• 40% of brands reach less than 5% of a country's households, indicating significant room for growth.

Market Trends

• Online Growth: By 2025, online FMCG sales are expected to reach $150 billion globally, representing a 9.3% share.
• Private Label Expansion: The growth of private label lines is putting pressure on global brands, especially in emerging markets.
• Changing Consumer Needs: Brands must adapt to shifting consumer preferences, including new formats, flavors, and product types that cater to diverse occasions and lifestyles.

Strategic Levers for Growth

• New Categories: Brands that identify and create new categories can dominate them for years. Examples include Yakult's facial masks and Nescafé's Coffee to Go line.
• More Presence: Brands are expanding their geographical reach and adapting products to local tastes, as seen with Heinz in China and Dove in India.
• More Targets: Brands are creating new product variants to appeal to a broader range of consumers, such as Ben & Jerry's vegan-friendly products and Chung Jung One's Anju range for single-member households.

Top Recruiters in 2016

Conclusion

Brand Footprint 2017 underscores the importance of agility, adaptation, and understanding consumer behavior in an ever-changing FMCG landscape. Brands that successfully expand their reach and create relevant products for diverse occasions and markets are the ones that thrive. The report serves as a strategic guide for marketers, helping them identify growth opportunities and allocate resources effectively.