Welcome to the Latin America edition of our ninth annual Brand Footprint report. It has been the most challenging year that any of us can recall, and one that delivered some surprising results
Ever since our first edition in 2013, we have built up an unrivalled picture of the decisions consumers make, both around the world and across Latam, dissecting the performance of thousands of brands to identify what will generate growth - both now and into the future.
The unique circumstances of 2020 meant that amid the dangers of COVID-19, lockdowns, and global uncertainty, FMCG brands experienced record in-home growth in Latam. The category benefited in part from the greater time we all spent at home, but also because from the widespread government financial support, particularly for lower-income groups.
Forty-three of Latam Brand Footprint Top 50 grew in value (+13% more than a year ago). Fifty-six per cent of these growing brands attracted new shoppers, and 14% were chosen more times, while 12% grew on both these key indicators.
Overall, the total value of the Top 50 grew by +10.8%, and 25 of Top 50 brands experienced double-digit growth. Our exclusive Consumer Reach Point (CRP) metric, which tracks how often shoppers actually pick brands off the shelves in every retail channel, found that 34% of the brands in the ranking gained new followers during the year.
This report reflects on the unique impact of COVID-19 and the government response to that challenge across our region, which varied substantially by country. While elements of the 2020 experience are useful for predicting the future, the bottom line is that this unique combination of pandemic and government support is unlikely to ever repeat.
We also look ahead to what might happen when the remaining government support is removed and which of the lockdown trends are likely to be retained as consumers find a new normal for their work, their life, and their retail habits.
The 2021 Brand Footprint report is your ultimate guide to a unique year that saw major changes in consumer choices, moments of indulgence, as well as, sadly, many personal tragedies. As you plan ahead, this report should be your source of inspiration in the constant search for new shoppers and business growth.
What is Brand Footprint?
Every purchase of an FMCG product is a moment when a buyer decides to choose one brand over another. Brand Footprint reveals which brands are winning at the moment of truth.
The Brand Footprint ranking reveals which brands are winning at that moment of decision using the Consumer Reach Points metric. This indicates the strength of a brand by tracking the number of times each brand is chosen by buyers.
This ranking is truly unique in its type based exclusively on the actual buying behaviour.
The categories
The complete ranking comprises five global FMCG sectors tracked by Kantar’s Worldpanel consumer panels: Beverages, Food, Dairy, Beauty and Personal Care, and Home Care
Fresh Food, Batteries and Pet Food are not included in the global ranking. All data relates 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 2019 to the end of October 2020.
Eligibility criteria for a brand to appear in the ranking
Data source
Brand Footprint is a global initiative from Kantar, in partnership with Europanel, GfK, IRI, Intage and CTRL for the global ranking.
Brand Definition
Brand Footprint only covers consumer brands; retailers’ own labels are not included. Brands listed include all variants, categories and formats – for instance, Pantene includes all its shampoos, conditioners, treatments, hairsprays and hair oils. Brands sold under different names in different countries are considered as individual brands – for instance Tide and Ace. However, brands with a name that has been directly translated into a local language, for example Mr Muscle and Mr Músculo, are counted as a single brand.
