In eight years of Brand Footprint, we have never seen such a challenging time
Sonia Bueno CEO Latam Worldpanel Division
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.
