Brand Footprint 2020 - Latam
Explore the eighth edition of Brand Footprint, the regional ranking of the most chosen FMCG brands
Brand Footprint Latam
A regional ranking of the most
chosen consumer brands
Issue 8 | May 2020
In eight years of Brand Footprint,
we have never seen such a challenging time
In the eight years we have published Brand Footprint – Kantar’s comprehensive review of the most chosen FMCG brands on the planet – we have never seen such a challenging time. The outbreak of COVID-19 is reshaping businesses and economies the world over, impacting the entire region and specially Brazil. Its effects may still be unclear, but they will certainly be lasting.
This is the Latam chapter of our global report, in which we reviewed 22,900 brands in 52 countries — representing 74% of the world's population and 85% of the gross domestic product. Making this report the most comprehensive publication ever made on mass consumer goods brands worldwide.
The history of this report revolves around the change of consumer goods brands in Latam, the region where the top 2 in the ranking reach the most households; being bought by over 8 out of 10 families in the region.
We have also looked more closely at the effects of COVID-19. With the FMCG buying behavior with short-term growth and falls as we have never seen before, with different scenarios by country and category, we focus on some key markets to see how these fluctuations have affected the choice of brands. At Kantar, we remain focused on continuing to meet our commitments to our customers and help them navigate their growth and sustainability in these uncertain times.
We’ve built up an unrivalled picture of the choices made by consumers, dissecting the performance of thousands of brands in order to help them grow both now and into the future. We do this by understanding the decisions shoppers make at the moment of truth, using two metrics: penetration and consumer choice. When combined, these form the basis of our unique Consumer Reach Point (CRP) measurement.
What is Brand Footprint?
The Brand Footprint ranking reveals how consumers around the world are buying FMCG brands today, highlighting the opportunities that remain for brands to improve their position.
The categories: The complete ranking comprises five global FMCG sectors – Beverages, Food, Dairy, Beauty and Personal Care, and Homecare – tracked by Kantar through Worldpanel FMCG. Fresh Food, Batteries and Pet Food are not included in the global ranking. All data relate to purchases brought into the home to be used or consumed there.
The data period: The Brand Footprint ranking is based on data collected over the 52-week period between November 2018 to the end of October 2019.
Criteria of eligibility for a brand to appear in the Global ranking: Regional - present in at least 2 countries on a continent
Local – In country presence
Data source: Brand Footprint is a Kantar global initiative.
The Impact of
It is still too early to make any conclusions about the long-term impact COVID will have on preferences and behaviour.
As is often the case, we tend to overestimate short-term effects while underestimating the true structural changes that will be revealed over time.
Currently, we are observing three behaviours in almost every country in the world:
People are shopping less often,
whilst buying more per visit.
Consumers' personal care routines have changed – or been “paused” – driven by fewer social interactions.
Digital has accelerated, with e-commerce competing with big store formats and home delivery replacing the out-of-home consumption occasion.
These shifts are further complicated by changes in disposable income, but we know that FMCG is resilient.
When we adopt the brand lens, we learned that the potential for performance is highly dependent on the category performance. Brands are five times more likely to be growing if the category in which they play is growing. This truth is as important as ever.
Weekly category performance
FMCG categories have broadly fallen into four ways of performing while a market is in lockdown:
- COVID-related increase in demand
these are categories that have grown through a true increase in demand, and are likely to be linked to hygiene, such as Household Cleaners.
- In-home occasions increase in demand
these are categories that have benefitted from occasions transferring from out-of-home to in-home, predominantly food and drink, such as Biscuits.
- Short-term stockpiling
categories where the products tend to have long shelf life and remain essential, such as Fabric Detergents.
- Reduced at-home consumption
these are categories which have seen a pause or reduction in usage, Beauty and personal care categories are the most likely to feature here, such as Deodorants.
However, within each category there is a different story to tell for the individual brands.
One of the first categories Mexicans sought when the lockdown began. In March, 3 of the top 10 brands increased their Consumer Reach Points.
The leader, Pinol, was the main winner, with + 23% CRPs. This Brand is known for its sanitizing power. It is a household cleaner, but they have an app where you can find more than a thousand uses for Pinol. People share the main uses they make of Pinol, for example, in laundry to remove ink stains or to drive away insects – and keep on adding more uses.
On their site, currently the main messages are tips to prevent diseases and to sanitize homes.
Spending more time at home, we saw categories whose consumption increased during social isolation. In Mexico, most of the categories that increased occasions are foods – which have been growing more than in the pre-COVID period.
In cookies, we found that 4 of the 5 most chosen brands have increased CRPs in the first quarter of the year.
But even smaller brands have also grown in this period. Where the category is growing, there is an opportunity all sizes of brands may seize. Driven mainly by cookies, but also crackers, these categories are developing in the social isolation period.
In laundry detergents, we found that 5 of the Top 10 brands earned CRPs in the First quarter of 2020. Among the brands that grew the most are some multipurpose detergents, i.e., both for clothing and dishwashing. Roma, which ranks #6 in Home Care, increased its CRPs to double digits in this period.
It highlights it is economical, high-yield and effective. Another feature that Roma and other brands that have grown during the quarantine have is that they are biodegradable.
In this line are Foca and Blanca Nieves, which also increased CRPs.
Not only were economy brands more chosen during the confinement, but also liquid detergents like Mas, or that have a wide range such as Ariel, which were purchased more times.
This is a category that lost CRPs in the lockdown, driven by fewer shoppers. Their performance in the quarantine period is less than prior to the confinement. In the top 5, 3 brands lost CRPs at double digit rates.
While 2 others also grew at this rate. Nivea is a brand that has increased Consumer Reach Points globally and, in Mexico, repeated the story in deodorants in the first quarter of the year.
It has won buyers and consumer choices. Another brand that has also gained is Lady Speed Stick, driven by more buyers.
There are two key conclusions to take from behaviour during this lockdown stage:
1. It is the biggest brands who are currently winning, particularly within the growing categories which have seen a surge in demand.
2. Traditional marketing levers are as important as ever to ignite demand in certain categories. It is still possible to win if your category is performing slower than others, or is even in decline.
It’s important to remember that the category patterns displayed here are strictly related to lockdown. New patterns will arise as long-term changes are revealed.
We have probably never seen so many people trying something new, whether it’s a new retail channel, new routines (whether in cooking, eating or personal care), or new brands. What we need to do is observe and understand how many, if any, of these behaviours will stick as restrictions are lifted.
Latam Top 20
Which brands were
the biggest winners of 2019?
Which brands were the biggest winners of 2019?
2019 was not an easy year for the region. Its inflation was twice the global rate, a similar situation was seen in the unemployment indicator. In this scenario, fewer visits to the point of purchase and less expenditure were triggers. This situation is reflected in the ranking, where just few brands added frequency. Brands must take advantage of any purchase occasion to gain in the moment of truth more than ever.
With this panorama, in Latam, the brands that increased Consumer Reach Points last year were driven by different strategic levers. If we focus on the Top 50 of Most Chosen Brands, 14 gained CRPs, these winners won 3.6 pp of penetration and 2.2% of consumer choices.
By June 15, you will be able to see here the ranking per country.
Top 20 most chosen brands in Latam
*We reworked the 2018 ranking based on changes in country scopes Click here for further details.
To explore the other most chosen brands in the world visit our microsite
Top 10 Latin American brands penetration winners
In Latin America, the brand that leads the ranking is Coca-Cola. In addition to being the most chosen brand in 8 of the 14 countries of the region. 42% of Coca-Cola’s CRPs are generated in the region due to the fact it has more shoppers, 87.4% (42.1% worldwide);
and is purchased more often
(24.8 times vs. 12.3 globally).
Throughout the world, for this multinational company it is very relevant to become more sustainable, so New Needs are relevant for all regions. “World without waste” is a global campaign and we could see different activations in Latin America. A litter-free world is possible, and this idea moves Coca-Cola in several countries.
The Coca-Cola Company has promised to collect and recycle the equivalent of 100 percent of its packaging worldwide, and manufacture its bottles using at least 50 percent recycled plastic by 2030.
They also know they must try to educate people to reach this goal, to benefit the planet. They have already launched the first bottle made from waste from Mediterranean beaches. It also has innovations in several countries, such as Coca-Cola with Coffee, launched in 2019, also in New Moments – searching occasions when you need to wake up. It is not another category – it is a soda, but with benefits from the coffee world.
Innovation is very important for the company, focusing on the consumer. More empathy in their advertisements is shown in campaigns in Argentina and Mexico, for example. Always centring on people, not on the product itself.
And in the lockdown, it is getting near people, with free shipping.
Coca-Cola is the second Most Chosen Brand in Argentina. “World without waste” was also launched in Argentina with TV Spots, Radio and Social Media, as well as other digital initiatives, which promote the 1-liter returnable format. At the same time, it is promoting #Returntoorigin, another campaign where it rescues, through various audio-visual pieces broadcast on networks, the concept of our ancestors’ wisdom regarding the value, education, and care of water. Actions that are consistent and focused on living in a better world.
Another kind of action taken in Argentina is, for example, Game Show “Coca-Cola For Me” – with New Targets, in this case, gamers.
In 2019, one of the brand’s focuses was to boost use of reusable bottles to reduce the carbon footprint. Bolivia is at the top of Penetration and Frequency for Coca-Cola in the world. It wins 2% of Consumer Reach Points and is second in the ranking.
Coca-Cola, the largest global soft drink brand, owned by Companhia Coca-Cola, is the leader in the ranking of mass consumption products (FMCG).
Coca-cola is chosen by Brazilians 507 million times in 2019 (+4% versus 2018). Last year, it acquired +560 million new home buyers, reaching 85.1% penetration. It is first place and growing in CRPs 4%, driven by new shoppers.
With strong presence on social media, the company developed partnerships with influencers, as well as with Netflix and Disney to launch personalized cans of series and films. It also supported the broadcast of the FIFA Women's Cup, launched challenges with FitDance and promotions such as #RecebidosCocaCola and #CocaColaRetornável, which awarded several prizes.
The #MaisJuntos Christmas campaign was promoted by the popular TV Globo broadcaster, with the participation of famous presenters and a program developed exclusively for the brand that aired on December 25th.
In Colombia, Coca-Cola seeks to reduce the use of materials to generate less trash. For this reason, it promotes returnable packaging, through the 'Let's live more returnable' campaign, which is part of a global initiative to have a world without waste.
It ranks #3 in Colombia.
Coca-Cola comes first in Chile, and Chile is one of the top countries where the most households buy it, with the highest number of shopping trips. New targets such as gamers are also important to the brand. The campaign League of Legends, earning game points, was the most effective ad campaign of the year, with an Effie Award.
The current campaigns focus on being different, preferring the reusable bottle.
In this country, Coca-Cola grew 10% in CRPs due to more shopping trips. Sustainability is also relevant for the company in Ecuador. Their goal is, in the next 4 years, that 40% of their products should be delivered in returnable packages.
Another goal that they could reach at the same time is to lift the economy of small shopkeepers with a significant increase in the margin of profits, boosting their business.
The country that contributes the most Consumer Reach Points to the brand in the world. In all editions, Mexico has come in first.
One campaign Coca-Cola launched was “Juntos” (Together), where the brand reminds of how friendly Mexicans could be. As in the other Latam countries, another important campaign is for the comeback of reusable bottles, where it is not only seen as good for the planet; it is also friendly to the pocket, as an affordable option to shoppers.
Peru is the only country in Latam where the brand is not in the top 10 (ranking 11), but is also growing, climbing 5 positions in the ranking this year by winning consumer choices.
One of the levers driving this growth is More Moments of consumption, through the launch of a virtual pack, which enabled combining flavours of the soft drink in a family / 3-liter presentation. They also promoted returnable formats of their 1- and 1.5-liter presentations, and sponsored the CONMEBOL America Cup, during which there was greater in-home consumption.
Local brand stories
For any brand, the best way to drive CRP is to pull on as many of our strategic levers for growth as possible. Before we look at growth success stories from across the world, here’s a refresher. The associated icons are used throughout the next few pages, as we indicate which levers the most successful brands have pulled.
GDP and FMCG remained flat in 2019, with strong declines in Chile and Argentina—the countries impacted most by protests and political uncertainty in the last three months of the year.
By June 15, you will be able to see here the ranking per country.
Colombia, Bolivia and Central America also saw poor growth, stemming the strong growth from the two biggest economies in the region – Brazil and Mexico – which saw +6.5% and +4.1% growth respectively.
Although still early, the acceleration of e-commerce is now confirmed, whilst the ‘Cash & Carry’ and ‘Drug & Pharma’ channels carried on growing at double-digit rates. It is important not to overlook hypermarkets, which are regaining importance to shoppers and, furthermore, allowing manufacturers to give visibility to innovations.
Oral B, Brazil
Oral B, the oral care giant from P&G, saw a strong 2019 performance and is now part of the top 10 most chosen Beauty & Personal care brands in Brazil. The brand grew its CRPs by 18% and added 4.1% penetration points—more than 2.2 million new buyers, to reach 58.4% penetration.
The brand developed a broader portfolio, launching new products and also focusing on its lower priced smaller SKUs. It also increased its presence in the media through TV campaigns and the creation of a Facebook page dedicated to specialists and partnerships with digital influencers such as the YouTube channel “Manual do Mundo”.
The brand also ran “Take More, Pay Less” and “Try it Free” promotions, the latter encouraging trial with a money back guarantee.
Pepsi is now the seventh most chosen FMCG brand in Mexico—up from ninth in 2018. It did this by gaining 0.4 penetration points and increasing trips per household by 2.4—equating to a growth of 29 million CRPs in the latest year.
This growth through more shopping trips per household is contrary to what is happening within the category. Despite the popularity of Carbonated Soft Drinks and cola in Mexico, frequency of purchase has been falling in recent years. However, Pepsi is the only brand which has seen real growth over the last three years.
Pepsi’s growth has been achieved through its original flavour variant, the traditional trade channel and multi-serve formats.
To drive frequency, the brand used “fun times together” and “family meals” messaging in order to associate the brand with food and socialising.
In 2019, Buendía instant coffee grew 74% in term of CRPs—gaining 6% penetration points and adding 156k new shoppers to the brand. It is now the 15th most chosen brand in Ecuador.
Brand leaders speak:
Antonio Novoa, Head of Distribution and Brand Equity, Buendía
What was the key to driving growth?
We positioned Buendía in Mom-and-Pop shops with our 10g aluminium SKU. This product appeals to shoppers who want a premium, great tasting coffee that’s affordable—at the magic price of $0.50USD. We’ve seen the purchase frequency of this 10g bag rise from three times a year in 2018, to a whopping seven times a year in 2019. It’s a reflection of our shift in strategy to position the 10g as our main SKU.
Where did the brand see the most growth?
Small Mom-and-Pops stores accounted for five of the 6% penetration growth. Some of our rivals, such as Sí Café and Press2, have experienced decreases due to Buendía’s strong performance. Constant activity in smaller cities on the coast and in the highlands – coupled with our cross-category push into Mom and Pops – has been the key to our success.
Vivo is an important brand for Carozzi—one of the largest Chilean manufacturers. It plays in over 14 categories, with powdered juices being its core.
Promoting healthier lifestyles, Vivo continues to grow and is now present in 80% of Chilean households. It has continued innovating in 2019, mainly through launches in oats and jams—which added 440,000 new shoppers.
The brand is positioned to mainly attract higher income households, but its development in oats and jams categories helped attract a wider spectrum of shoppers.
Ina, Central America
INA is a brand of pasta recognised for its quality and variety. It operates in El Salvador, Honduras and Nicaragua, and is the leader in Guatemala. Ina won more than 100,000 buyers, which is 3% penetration points more than the previous year.
Manufacturer Molinos Modernos (a division of Corporación Multi Inversiones) is dedicated to the production and marketing of cereal products in Central America and the Dominican Republic.
Growth has come through the "INA with Guate flavour“ campaign, encouraging the use of pasta in local dishes that are usually accompanied with rice.
Nosotras grew its CRPs by 13%, with more than 60% market share in the Femcare category. It gained 3.8% penetration points—remarkable considering it already had over 70% penetration. Known for its feminine pads, growth has also come from daily protectors, feminine wipes and intimate soap.
Nosotras remains close to its users across social networks and has a detailed website with a help centre for gynaecologists and psychologists. The brand has benefits from the quality of its product and its diverse portfolio through constant innovation.
Ramo is a traditional Colombian brand in Cakes, Snacks & Cookies. Despite being one of the best-known brands in Colombia, it was losing shoppers to new value and private label brands.
To combat this, Ramo focussed on new product launches in 2019—with more than 60 new SKUs and entering new segments such as Potato Chips, Cake with Filling (‘Cohete’), plus a range of healthier products. This helped Ramo win more than 322k incremental buyers. Alongside this innovation, the brand gained additional distribution through more affordable pack sizes.
San Fernando, Peru
Peruvian meat brand San Fernando has been present for over 70 years. In 2019, it was chosen 62 million times by urban Peruvian households—the 13th most chosen FMCG brand in Peru.
It gained 1.7% penetration points, reaching 84.4% of households—an impressive feat given only two other brands in the top 20 saw an increase in shoppers.
The product line where San Fernando gained the most was sausages. It focussed on the traditional channel, gaining traction with middle income households, whilst also growing in modern trade through higher income households.
The brand continued to be the market leader in most categories in which it participates and consolidated this position in 2019.
flexibility and fundamentals
2019 was another year of decline in FMCG for Argentina (-6% vs. 2018) where high inflation rates have eroded consumers purchasing power and real income for at least three years in a row. In this scenario, it is local brands in basic categories that have found white space to thrive.
That is the case of Arcor (Masterbrand), which now ranks as the fourth most chosen FMCG brand, as well as Ilolay which has reached new households and increased penetration. In this same trend, La Serenísima, a traditional local dairy brand, continues to lead the market and now reaches 84.1% of households.
Consumers have constantly shifted channel, brand and category mixes, getting the most out of their eroding disposable income in fewer shopping trips.
Local brands have found the flexibility and speed to adapt their portfolio and pricing strategies to continue to connect with consumers. Using different channels to attract different shoppers – traditional and proximity trade for the less well-off, convenience and modern trade for those with more income – has led to success.
There may also be small changes in the data reported for Russia, Italy, Peru, Mexico and Argentina, due to ongoing panel enhancements and data restatements.
We have continued to ensure the brand and category definitions used are identical across countries, and continuously improved our product classification.
The overall result is that this year’s ranking is our most comprehensive and accurate reflection of global Consumer Reach Points.
Kantar is the world’s leading evidence-based insights and consulting company. We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets.
By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth.
Find out more
If you’d like additional information on
Brand Footprint, please get in touch with
your usual Kantar contacts or email:
Global Thought Leadership Director
Marketing & Communications Director Latam
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