Brand slam
Consumer winners in the spotlight
Expanding a brand’s reach is always pivotal. Top recruiters, led by Sunsilk, have excelled in filling existing spaces while carving out new ones. They’re joined by a range of brands, including Oreo, Closeup, and Lay’s in being able to broaden their influence with expanded penetration across their markets.
For some, a single crisp can chase away the blues quicker than a catchy song. For Lay’s, that kind of joy must be a daily celebration as it stands conspicuously atop the world of snacks.
Lay’s has secured its place as the sixth most chosen FMCG brand on the planet and the undisputed leader in the savoury snacks category. With a presence almost everywhere, Lay’s whispers tales of success, one crunchy bite at a time.
In 2023, a year marked by the brand’s climb to even greater heights, Lay’s innovative strategies resonated across continents. Not content to dominate traditional retail spaces, Lay’s has become the second most chosen FMCG brand online, showcasing its adaptability in the digital realm. It’s a testament to its universal appeal that 35.5% of global households have welcomed Lay’s into their lives, marking an impressive gain of 0.7 penetration points from the previous year.
But Lay’s mastery extends beyond the home. It reigns supreme in away-from-home consumption as well, with 21.6% of snackers indulging away from their abodes, making it the number one choice for those grabbing a bite on the go. This dynamic reach is further encapsulated in the brand’s annual shopper base expansion, with 17 million new consumers in 2023 alone, far outpacing its closest competitors in the savoury snack segment.
Peru
Mexico
Saudi Arabia
But what propels a brand to such dizzying heights? Lay’s is not just about selling crisps; it’s about creating experiences. The brand’s latest global campaign, “No Lay’s, No Game”, featuring football icon Thierry Henry, captures the spirit of celebration and communal joy that Lay’s brings to any gathering, particularly vivid during the UEFA Champions League festivities.
Taste the future
Innovation is at the core of Lay’s strategy, and the brand continually diversifies its portfolio to meet the evolving tastes of its global audience. From gourmet versions like Lime & Cracked Pepper to positive choices like air-popped and baked variants, Lay’s consistently brings new offerings to the table. The brand's snacking portfolio includes renovations such as Simply Lay’s Veggie Poppables and Lay’s Shapez Heartiez, which feature a heart-shaped format and pioneers in the sweet-flavoured chips segment. Additionally, Lay's Tortilla taps into wider meal occasions, expanding its reach further.
The brand’s commitment to sustainability is evident in its push for sustainably sourced ingredients and packaging innovations like the introduction of multipacks made with 50% recycled plastic under its Walkers brand in the UK.
There are also emotional levers. Each bag of Lay’s chips is more than just a snack in the minds of many; it’s a moment of relaxation, a companion during movie nights, or a comforting presence during casual get-togethers.
In the UK, 39% of Lay’s consumption occasions are spent with family or in social settings.
Lay’s mastery extends beyond the home. It reigns supreme in away-from-home consumption as well
Lay’s is a brand that leads and transforms. Its extraordinary reach in markets like Mexico, Saudi Arabia, and Belgium showcases the universal appeal of its flavours and its ability to adapt and resonate across diverse palettes. In the world of snacks, Lay’s is changing the game, one deliciously crisp slice at a time.
Closeup, one of Unilever’s “Power Brands”, plays a pivotal role in transforming ordinary moments into opportunities for closer connection, thanks to fresh breath.
Born in the 1960s to a world of boring white toothpaste, two scientists came up with the world’s first transparent gel toothpaste. From the outset, the brand broke with convention. Closeup’s gel formula was bright red, and, at the time, was advertised as ‘toothpaste and mouthwash in one’, promising fresher breath that would give users the confidence to get close.
Today, Closeup stands tall as a global champion, defying norms and achieving a remarkable global penetration of 21.6%. This success is further underscored by the addition of 14 million new shoppers in 2023, a testament to Closeup’s unwavering commitment to delivering high-quality oral care solutions.
Closeup stands tall as a global champion, defying norms and achieving a remarkable global penetration of 21.6%
Perhaps unsurprisingly, given its heritage, the brand’s success is driven by its acute understanding of consumer needs and trends. Closeup’s product range is constantly evolving towards trended benefits and white spaces, including its Natural Detox line, which appeals to a health-conscious audience seeking gentle and natural yet effective oral care solutions. Another innovation example, the Closeup Fresh Multi-Vitamin toothpaste, which targets 12 oral health issues, from plaque and bacteria to sensitivity and gum health, encapsulates the brand’s holistic approach to oral care.
Closeup is not just a leader in fresh breath but also excels in delivering on other consumer priorities like taste and texture. Our data consistently shows Closeup’s most compelling attributes are its ability to freshen breath, prevent cavities, and offer a pleasing taste — factors that clearly resonate with its consumers globally.
Closeup’s expansion into the digital and premium spaces further demonstrates its adaptability and forward-thinking approach. These elements are crucial for maintaining relevance among its younger target audience, who consistently seek a brand’s presence on digital and social media channels, as well as innovative and authentic forms of engagement.
The brand has also been successful at finding new space. To achieve this, it consistently looks at consumer usage levels as a key indicator for how and where to expand. For example, Closeup is particularly strong and grew over 6 penetration points in Brazil, a market closest to the recommended twice a day brushing habit. Such numbers are indicative of the brand’s deep integration into daily routines and its effectiveness in meeting the oral health standards of diverse populations.
Closeup continues to challenge conventional oral care by prioritising the sensory and emotional aspects of its products, ensuring every user not only maintains optimal oral health but also feels confident in their close interactions. Whether through its compelling global campaigns or its scientifically advanced products, Closeup is redefining what it means to be a leader in oral care, making every smile a gateway to closer connections.
Oreo isn’t just a cookie; it’s a cultural phenomenon. Imagine, if you will, a small twist and a big crunch that has echoed through the biscuit aisles of stores across the planet for decades. Yet, in the world of fast-moving consumer goods, where shelves are crammed with endless options, Oreo increasingly finds new ways to charm shoppers searching for a sweet treat. As 2023 unfolded, Oreo became the globe’s most chosen biscuit brand, with a reach that now taps into 1.5 billion choices annually — an 8.4% climb from the previous year.
To get there, Oreo has worked hard to find new space; some of it by forcing openings in the repertoires of its buyers, and also by carving out a digital niche, securing 2% of its sales online. It’s a brand that now meets you wherever you are; be it at home or on the go, from cupboards to lunch boxes — with 31% of global households inviting Oreo in some shape or form, into their daily lives, reflecting a significant 1.3 point increase in penetration versus 2023. At the same time, Oreo increased its shopper base by 24.7 million people. This isn’t just about buying a treat, as we see in our usage data; it’s a moment of joy wrapped in blue and white purchased on average 3.6 times in a year for take-home consumption and 2.4 times for consumption on the go.
Innovation pulses at the heart of Oreo’s strategy. 2023 saw a parade of new flavours — Gluten-Free Mint, The Most Oreo Oreo, and Blackout Cake, to name a few. Each new introduction is not merely a variant but a reaffirmation of the classic Oreo’s appeal, which continues to outpace its counterparts. The brand’s agile approach to product development is complemented by its dynamic marketing initiatives, such as the captivating “Trust the Twist” campaign, which spins a narrative of playfulness right into the consumer’s daily grind.
To further illuminate Oreo’s appeal, it’s crucial to understand how different cultures interact with this beloved brand across various “Demand Moments”. These occasions reveal the nuanced ways in which Oreos are woven into the daily rituals of people, highlighting the brand’s versatility and deep consumer connection.
Diverse rituals, universal appeal
In the United Kingdom, the “Kick start” moment reigns supreme, capturing 37% of Oreo consumption occasions. This reflects a trend where Oreos are not just a treat but a delightful jumpstart in the day. Contrasting this energetic use, 11% of occasions fall under “Simple and healthy”, showcasing a surprising twist in consumption habits where Oreos are chosen for more mindful snacking moments, possibly reflecting smaller portions or a balance with healthier eating practices throughout the day.
Moving to Spain, the narrative shifts slightly. Spaniards embrace Oreos as a part of their “Routine recharge”, with 18% of consumption falling into this category. This is closely followed by “Afternoon treat”, accounting for 15% of occasions. Here, Oreos serve as a sweet pause during daily activities or as a pleasant pick-me-up during the afternoons, illustrating the cookie’s role in enhancing everyday moments with a touch of sweetness.
In Brazil, the “Routine recharge” also features prominently, capturing 22% of Oreo occasions. Brazilians integrate Oreos into their day as a consistent element of relaxation and enjoyment, reinforcing the brand’s position as a staple of leisure and comfort. These insights into how Oreos are consumed across different regions not only underscore the brand’s global appeal but also its ability to adapt to varied lifestyle patterns.
Oreo increasingly finds new ways to charm shoppers searching for a sweet treat
As Oreo continues to expand its presence with strategic distribution enhancements — adding listings to hundreds of thousands of stores in emerging markets — its vision remains clear: to bring a playful twist to snacking. This strategy aligns subtly with enhancing visibility and accessibility, ensuring that Oreo is more than just a biscuit brand; it’s an indispensable part of the snack conversation across the globe.
From the nostalgic twist of an Oreo cookie to its status as a staple in millions of homes, the brand weaves a tale of enduring charm and strategic ingenuity. As Oreo sets its sights on further global expansion and deeper consumer engagement, it does so with the confidence of a brand that has mastered the art of staying relevant, delightful and, above all, irresistibly twistable.
As the ninth most chosen FMCG brand globally, Nescafé stands as the world’s leading coffee brand, resonating with consumers through its 2.9 billion choices last year — a robust 5.8% increase from 2022. With a global household penetration of 28.4%, up by 0.6 points from the previous year, Nescafé’s influence in the coffee sector is unmatched, even as it navigates the competitive (and often competing) demands of both in-home and away-from-home consumption.
Global influence
Nescafé is purchased by just 2.5% of consumers for away-from-home occasions. Yet, its presence in the take-home market is profound, with products purchased 7.6 times annually on average per household. The brand expanded its shopper base by 13.8 million globally in 2023, outpacing any other coffee brand. Notably, less than half of the global population buys instant coffee, pointing to even more growth opportunities, particularly in developing markets.
Nescafé expanded its shopper base by 13.8 million globally in 2023, outpacing any other coffee brand.
Market expansion
In key markets, particularly large-population markets such as India and Nigeria, Nescafé is driving brand adoption and building demand by increasing product availability and tapping growing consumer interest. The brand’s strategic initiatives in India have been pivotal, introducing and nurturing a coffee culture in a market that traditionally prefers tea. Manufactured at the state-of-the-art Nanjangud roastery, Nescafé roasts Indian green coffee beans, tailoring the final product to cater to local tastes. Thanks to strategic positioning, Nescafé is increasingly available and easily accessible nationwide in three million retail outlets.
Innovative product launches
2023 marked Nescafé’s venture into the ice cream category with the launch of Nescafé Gold Cappuccino Ice Cream. This product features real coffee in the coating and the core, setting a new standard in coffee-flavoured desserts. Additionally, Nescafé Ice was introduced in Mexico and Mainland China, catering to the rising popularity of cold coffee beverages. These innovations enhance the brand’s product portfolio and align with evolving consumer preferences for premium and convenient coffee experiences.
Sustainability
Nescafé is also advancing its sustainability agenda with the ‘Make Your World’ campaign, which focuses on sustainable farming practices through the Nescafé Plan 2030. This initiative supports coffee farmers in Vietnam and other sourcing markets in adopting regenerative agriculture, aiming to reduce greenhouse gas emissions and improve socio-economic conditions.
Demand Moments
Worldpanel’s proprietary Usage data that reveals the circumstances — Demand Moments — in which people seek out and use a product shows us that the majority of Nescafé’s consumption moments are categorised as "Kick Start", "Lazy Start", and "Stop & Go", highlighting the brand’s role in everyday routines. But it also plays a strong role in moments of togetherness and relaxation.
Future outlook
As Nescafé continues to grow and adapt, it remains a global icon of innovation, sustainability, and cultural adaptation, crafting unique coffee experiences that resonate worldwide. The brand’s ability to continuously innovate and expand its reach ensures it remains at the forefront of the coffee industry, promising exciting developments for coffee enthusiasts around the globe.
In markets like Brazil, India, Mexico, and Vietnam, Nescafé has also embraced digital platforms to enhance accessibility and consumer engagement, launching its own eB2B platforms and partnering with major digital distributors.
Thailand
Greece
Kenya
Where the hair care category sees strands of challenges — shedding buyers and thinning interest — Sunsilk is not only growing but flourishing. If you pardon the hair puns, the expansion of Sunsilk in an otherwise balding market is nothing short of remarkable. Among 42,800 brands we analysed globally across all categories, Sunsilk stands out for its lush growth, welcoming 27 million new households into its fold; more than any other brand.
This dynamic brand, a crown jewel among Unilever’s acclaimed “Power Brands”, continues to dominate the Beauty & Wellbeing sector, which itself commands a significant 21% of Unilever’s quarterly turnover. With a penetration that surged to 27.0% in 2023, Sunsilk’s reach and resonance is radiating success.
Even as the overall market for shampoos and conditioners shows signs of receding, Sunsilk continues to attract shoppers in these formats, as well as seizing the opportunity to nurture the burgeoning demand for hair treatments, which saw an increase of 1.1 penetration points. This strategic pivot not only diversifies Sunsilk’s portfolio but also aligns perfectly with evolving consumer needs, ensuring that every product effectively responds to the diverse challenges of hair care — from frizz and split ends to volume and vitality.
Colombia
Vietnam
Bangladesh
Sunsilk stands out for its lush growth, welcoming 27 million new households into its fold
In Brazil, where the rhythm of life is mirrored in the variety of hair care routines, Sunsilk taps into deep-rooted cultural patterns. Brazilian women, known for their varied and intensive hair care practices, find “Seda”, the local brand name for Sunsilk products, a trusted ally. Testament to this was the relaunch of its Seda Boom line, targeting anti-frizz and curly hair demands. The relaunch was amplified by a high-profile campaign featuring TV and digital ads and a partnership with pop star Ludmila, highlighting new hair technology delivering up to 72 hours of shape retention. This effort elevated the brand’s perception beyond just affordability, showcasing its performance and relevance to Brazilian women’s diverse hair needs. The Seda Prebiotics + Biotin line was also introduced, focusing on hair strength and growth, supported by a campaign with influencer Ana Castela.
Parent company, Unilever’s, mission of delivering “unmissable superiority” is also evident in Sunsilk’s drive towards innovation and strategic international expansion. These efforts solidify its position in the market and cater to the sophisticated demands of a global clientele.
By weaving consumer insights into the fabric of its product development, Sunsilk continues to lead the way, transforming routine hair washing into a ritual of empowerment and indulgence.
Age may only be a number, but how we treat that number matters — especially when it comes to the emerging influence of tweens and teens in the Beauty and Personal Care sectors. We looked at a group aged between 11 and 17, which mostly scoops up Gen Alpha and (some of) Gen Z, collectively a digitally native cohort that is redefining beauty trends faster than any who came before them.
Their approach to beauty is forcing a rewriting of the playbook for brands worldwide. That playbook puts pressure on brands to guide this group with integrity, ensuring that this early engagement turns into a lifetime of healthy habits and not beauty burdens.
Sometimes referred to as “Sephora Kids”, the term has taken on a life of its own. Originally sparked by viral TikToks showcasing their freewheeling forays into makeup aisles, it also serves as a reminder that they are at the forefront of redefining beauty culture. Innovation pipelines can take years, so the time is now for brands to try to understand the emerging demand from this group. Those who don’t, risk being unable to serve them when their spending power arrives in the coming years.
Growing influence
To understand this space, Kantar’s Worldpanel looked at our Usage Care dataset, which captures the behaviour of 49 million young people around the world in the context of their 246 million weekly personal care occasions.
From the analysis, it is clear this group is not only adopting beauty products at an earlier age but also grappling with skin issues and the concept of ageing than ever before. The fast adoption of core skincare products, such as face washes and moisturisers, is complemented by a startling increase in the use of products typically marketed to older consumers, like anti-ageing creams.
Key trends:
There’s an 11% increase in the use of face wash among young females compared to last year, indicating a quicker entry into regular skincare routines.
Usage of products with properties like anti-ageing has spiked, with a 22% increase noted in the use of night moisturisers claiming such benefits.
Self-perception of ageing, including worries about fine lines and dull skin, is rising, with a noted increase in concern over fine lines (21%) and dull skin (35%).
The opportunity and responsibility of brands
With the considerable influence brands hold over this impressionable audience, there comes a substantial responsibility. The opportunity to shape lifelong customer loyalties is immense, but so is the duty to foster healthy attitudes and practices regarding beauty and self-image. Worldpanel’s data not only reveals these trends but also highlights the critical need for responsible marketing and product development that prioritises the well-being of young consumers.
There is a critical need for responsible marketing and product development that prioritises the well-being of young consumers
Educational approach: Ethical marketing
To address the potential risks of miseducation and the misusage of beauty products, these young people want and need brands to:
Educate about skin health: Clear information about what is normal for young skin and how to care for it can help prevent the misuse of products and ensure their introduction to skincare is safe and positive.
Sun safety: Given the enthusiasm for skincare, brands should use this opportunity to educate young consumers about the importance of sun protection, helping to instill lifelong healthy habits.
Age-appropriate products: Develop and promote products that are suitable for young skin, avoiding formulations that may harm or are unnecessary for them.
Engagement strategies
For brands, connecting with this cohort means crafting engaging, educational content that resonates on their preferred platforms like TikTok and Instagram. By making skincare fun and experimental, brands can better engage these young consumers while educating them. Activities like DIY skincare recipes, interactive content that explains skin science, and campaigns that promote a healthy self-image can be particularly effective.
A granular view of the group’s behaviours and product usage patterns is essential for a truly tailored approach. By understanding the moments that matter most to this demographic, brands can tailor their strategies to meet them where they are, in terms of product needs and educational content.
As this group continues to mature, its impact on the beauty and personal care industries will only grow. Brands that prioritise them and take an active role in education will benefit from immediate engagement and contribute to the long-term health and well-being of their future customers.
With the right approach, the intersection of opportunity and responsibility can lead to a new era of informed, healthy beauty consumers.
