Kantar Worldpanel’s latest ranking of consumer brands has amazing coverage and contrasts.
The analysis encompasses 18,000 brands across 43 countries that account for 75% of the world’s economy. The 5 chosen sectors include beverages, dairy and food but exclude alcohol. To be considered, a brand has to be available in 2 continents. The measure used is active consumer choice during 2016/17.
Among beverages and dairy, the top brands are:
In online reach, Yoplait, Wall’s and Tropicana score more highly than any of these, with President also in the top 25.
Global brands account for just 20% of dairy spending, compared to 38% for beverages.
Local brands increased their overall share slightly in 2017 to 64.6%, up from 63.8% in 2015.