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1、A Global Ranking of the Most Chosen Consumer Brands 2015 This year we reveal that growing FMCG brands follow one simple rule: growth is about penetration retaining and increasing the number of shoppers choosing your brand Brand Footprint is the most comprehensive study of FMCG brands across the glob
2、e, providing key findings for driving growth and success. The report identifies growth brands using our bespoke metric Consumer Reach Points (CRPs), which has penetration the number of buyers of your brand at its heart. Growing penetration has become a strategic goal for many CEOs of FMCG companies.
3、 They use this metric to communicate to investors and the market, and it is often included in organisational objectives. Of the 11,000 brands analysed in Brand Footprint 2015, we saw 50% grow with the majority of these (75%) expanding their penetration and thus their CRPs. It really is that straight
4、forward. While 50% went down, most of these (80%) lost buyers/penetration. Though brands face ever more complex challenges, they can succeed by doing something better than they did the previous year. We explore these winning strategies, so you can adapt them to your own brands, whatever their size a
5、nd context. The good news is that every brand has the potential to attract new shoppers. Only one brand in the world has a global penetration above 50% (see Global Ranking Top 50, pages 8-9). To enable even better understanding of brand growth, this years report includes more expert commentary than
6、ever. You will hear from global and regional marketing chief officers about their growth strategies (see Brand Leaders Speak, pages 20-21). There is an increased focus, too, on future trends by Kantar Worldpanel specialists (see Whats Next, pages 42-43). We invite you to explore the data further at
7、the reports enhanced microsite www.brandfootprint- , where you can also read 20 winning brand case studies. I congratulate every brand featured in this report and hope you see it as a roadmap, valuable to you when navigating your brands path to growth. Josep Montserrat, CEO, Kantar Worldpanel Brand
8、Footprint: A roadmap for growth What can we learn from brands winning at the moment of truth? 08 The Top 50 and Next 20 13 The Next Generation 14 Number 1 Brands by Country 17 Focus: India 20 Brand Leaders Speak 23 Focus: Mexico and Brazil 24 Shopper Trends 26 Success in Emerging Markets 29 Focus: C
9、hina and Indonesia 30 Category Focus 38 Focus: France and Germany 40 FMCG 3.0: Whats Next 42 Beyond the Print Behind the Numbers Key highlights from this years report Brand Growth: A roadmap We mine the data from 11,000 brands to compare marketing theory with shopper reality Movers and Shakers What
10、does the Brand Footprint 2015 data tell us about FCMG brand choice? Global Trends, Brand Responses Understanding consumer trends helps brands plan for the future 04 06 12 18 Contents 12% % Brand Footprint at a glance Coca-Cola, the worlds most chosen brand, is the #1 brand in 8 countries Downy, the
11、top riser by Consumer Reach Points (CRPs), attracted 11m new shoppers in 2014, up 23% more shoppers bought Colgate in 2014 more new shoppers across the globe than many other brand Dove rises from #12 to #9, reaching the global Top 10 for the first time of brands grew in 2014 while the other half sho
12、wed decline #1 % 19m% +3 % 50% #1 Brand Footprint Global Ranking Top 50 What is the strongest measure of your brands success? There is none more definitive than a consumer choosing to buy it rather than your competitors. Brand Footprint, now in its third year, is a comprehensive study of brands that
13、 win at this moment of truth. Its conclusions are drawn from thousands of brands bought by 986 million households across 35 countries. A unique metric, Consumer Reach Points, is the basis of Kantar Worldpanels analysis, identifying the most chosen brands in the world. The report compares this data a
14、cross countries, categories and competitors and provides insight into the competitive global retail landscape. We hope the success stories in Brand Footprint 2015 inform and inspire you as champions of brands, global and local. Sir Martin Sorrell, Founder and CEO, WPP 250bn real shopper decisions 11
15、,000 brands 200 categories 35 countries 4 continents 1 Brand Footprint Report 23 This years data has good news and a warning for the FMCG sector in the 2015 Global Ranking In New York, a fan buys snacks to eat while watching a Giants game. In rural Vietnam, a mother purchases her daughters first deo
16、dorant in a local store. Thousands of miles apart, these consumers are experiencing what Kantar Worldpanel calls the moment of truth: the point at which a shopper chooses one brand over another. Todays value-chasing consumers are as likely to choose local brands, shaped by local cultures, tastes and nuances, as brands produced by global FMCG giants. sector in 2015 as fast-moving as its name suggests it should be? GEoGRAPhICAL hoTSPoTS Emerging or fast gro
