2018全球品牌足迹报告（英文版）_30页_9mb

Brand Footprint 2018 Summary

Core Content

Brand Footprint 2018 is the sixth annual edition of a global ranking of the most chosen consumer brands in the FMCG (Fast-Moving Consumer Goods) industry. It highlights the strategies and performance of brands in both traditional and online markets, emphasizing the importance of growth in a challenging economic environment.

Main Points

• Growth Focus: Despite macroeconomic challenges, the primary objective for most FMCG brands is growth. After years of prioritizing efficiency and cost savings, brands now focus on top-line growth to deliver value to stakeholders.

• Local vs Global Brands: Local brands continue to gain market share by adapting to local needs and trends. They tend to have higher penetration gains compared to global brands, which are less agile in navigating multiple markets.

• Consumer Reach Points (CRPs): CRPs are a key metric used to measure brand success, representing the number of times consumers choose a brand throughout the year. This metric helps in ranking brands based on their market presence and performance.

• Online Ecosystem: The online market is growing rapidly and presents new revenue opportunities for FMCG brands. An online-only ranking was introduced to highlight brands that excel in this channel.

• Brand Size Impact: Larger brands tend to see higher penetration gains due to established relationships and more resources for innovation. However, even smaller brands can achieve growth through targeted strategies.

• Strategic Levers for Growth:

  • More Targets: Brands can expand to new markets or create new product variants to attract a broader range of consumers.
  • More Presence: Increasing availability across different geographical locations can enhance brand visibility and choice.
  • More Categories: Expanding into new categories can attract consumers with different needs.
  • New Needs: Identifying and addressing new consumer needs can create a first-to-market advantage.
  • More Moments: Brands must be relevant in various consumption moments through product innovation and marketing.

Key Insights

• In 2017, the global FMCG market saw a sluggish growth of 1.9%, with the USA contributing only 0.5% growth.
• Local brands are more agile and have a better chance of growth, especially in the homecare and beauty sectors.
• The CRP growth metric is crucial for understanding brand performance and growth potential.
• The online-only ranking was introduced to reflect the growing importance of e-commerce in the FMCG landscape.
• The top 50 brands were analyzed, with a focus on those that achieved significant growth despite market challenges.

Brand Performance Highlights

• Head & Shoulders saw strong growth in Asia, particularly in the Philippines and Indonesia, with a focus on popular variants and new categories.
• Lay's increased its CRPs through innovation, collaborations, and targeted marketing, especially in Russia and India.
• Dove maintained growth through product innovation and expansion into new segments like natural beauty and anti-dandruff.
• Maggi had a remarkable comeback, especially in India, due to effective marketing and product innovation.
• Sprite defied market slowdowns by leveraging marketing campaigns and product innovation, particularly in the US, Russia, and Indonesia.

Online Market Insights

• E-commerce accounts for 5.8% of the global FMCG market and is growing at 15% in 2017.
• The online ranking focuses on four key markets: South Korea, China, the UK, and France.
• Baby and homecare brands are leading in the online market due to their alignment with the needs of young, time-poor, and well-off consumers.

Strategic Recommendations

• Set country-specific targets to better understand local market dynamics.
• For mid-sized and large brands, be more ambitious in growth goals.
• Be realistic when setting penetration goals, especially for brands recovering from decline.

Conclusion

Brand Footprint 2018 underscores the importance of growth in the FMCG industry, emphasizing the role of local brands, innovation, and omnichannel strategies. It highlights the need for brands to adapt to changing consumer behavior and market conditions to thrive in both traditional and online environments.