More brands have won buyers than in previous years, and big brands have taken a greater proportion of places in the Top 50. How has this atypical year modified the Top 50?
There are 2 rules to enter the Top 50
1. Having more than 10% penetration, 48% of the brands in the ranking are chosen by at least 10% of all households. The two exceptions have high buying frequency, which gave them their places in the ranking
2. Having at least five purchase choices – the median for the region is 4.8 highly aligned with last year’s 5.3, globally. Twenty-three brands within the Top 10 were chosen more than 5 times in 2020.
More brands are chosen more times
For all the changes seen in FMCG in 2020, there was only one new entrant in Latam. Looking into the Top 50, 56% of the brands appeared in each edition of the ranking in the last 5 years, presenting a year of strong resilience for the brands in the region.
Food and Dairy contribute the most brands to the winners' set, with Pepsi standing out for being in the Top 10 for the past 5 years and gaining several positions. This goes hand in hand with the baskets that have the highest number of brands among the winners. Only 37% of the brands in the ranking grew.
It is interesting to notice that while in the global ranking, the Top Riser in penetration was Dettol, in the region this kind of products that were important to keep us disinfected during the pandemic do not occupy the first position as Top Risers, but are present in the Top 10 with Protex (5th place), Lux (6th place). Dove, which is in the 15th position in the ranking, was the only personal care brand in the Top 25 increasing consumer choices.
Twenty-eight of the brands that are in this year's ranking have figured in the five last editions. This year, only one new brand is in the Top 50, Brazilian Brahma beer.
We have witnessed some great achievements in the rankings: this year alone, three brands managed to climb more than 10 positions. All three driven by Brazil:
Aurora +15
Lux +15
Brahma +13
The Top 25 Most Chosen Latam FMCG Brands 2020
The Next 25 Most Chosen Latam FMCG Brands 2020
Until the end of June all rankings in Latin America will be published in this report – stay tuned!
Big penetration gains 2020
Food and Dairy have more brands in the top risers, followed by Personal Care.
Since penetration is the key driver for brand growth, each year we have a secondary ranking of the most significant penetration gains.
It entered the TOP 20 most chosen brands by being chosen 189 million times by Brazilians. Its gain of +37% CRP vs. 2019 was driven by +11.8-point penetration growth. It sponsored a Brazilian famous culinary reality show, produced livestream concerts on social media and was active in social projects. Its good performance reached especially mature households, from the lower SELs, located in South and North-Northeast regions. Another goal was to raise frequency in the Modern Trade (7%) and Traditional Retail (11%). It also conquered new buying households in more than 10 categories, such as Sausages, Ham and Frozen Foods.
