Brand new world
Kantar’s brand rankings: > FMCG > Food > Beverages > Dairy and Dairy substitutes > Health and Beauty> Homecare
Chris Morley,
Executive MD, Kantar Worldpanel UK & IE
In an environment where costs are rising, private labels are gaining ground, and discounters are winning more baskets, it is clear that leading brands stand out by being meaningfully different to more people. Brands that adapt to shifting consumer motivations and behaviours are the ones that thrive. We see this with both global and local brands.
With that in mind, we approach this year’s Brand Footprint with a focus on understanding which brands are chosen and the context of those choices.
The winner’s circle, even at a category level, demonstrates how successful brands achieve meaningful differentiation and then accelerate their growth trajectories through three strategic lenses.
Firstly, they typically predispose more people to choose their brand. It’s not just about preference; it’s about pertinence. Brands need to resonate deeply with consumer needs and desires, transforming casual browsers into loyal customers. The top performers leverage multi-channel campaign platforms with consistent messaging, stacking the odds in their favour.
Secondly, being more present is as crucial as being relevant. Visibility and accessibility are key. Brands need to be easy to find and easy to buy, whenever and wherever consumers are ready to engage.
Lastly, the journey extends beyond visibility and relevance into finding new spaces. Brands that identify and exploit new market segments, address unmet consumer needs, and serve new consumption occasions unlock fresh growth vectors.
Meanwhile, as household expenses remain a concern, with inflation easing but prices still high, value-seeking behaviours persist. Interestingly, some brands are using their pricing power to offer premium product variants, catering to in-home indulgence as out-of-home spending declines. This dual approach of offering value and premium experiences allows brands to meet diverse consumer needs.
The Brand Footprint report provides a comprehensive view into who is winning and serves as a guide for brands to innovate, connect, and thrive amidst changing consumer dynamics.
