Scaling up
Growth strategies for smaller brands
On the edges, smaller brands like Himalaya are making substantial inroads. They’ve attracted 13 million new buyers, demonstrating the power of focused brand positioning and niche marketing. Others in the rankings also managed to deliver big as the fastest growing in their class.
In many ways, today’s economic landscape is a tale of two extremes. Of course, every market is different, but broadly, we can say consumers are continuing to pinch pennies on daily essentials but are still willing to reach for luxury indulgences like premium ice cream. Häagen-Dazs, for example, found CRP growth of 9%.
This selective splurging indicates a broader trend of indulgence amidst austerity, reflecting a nuanced consumer behaviour that comes as bigger indulgences fall out of reach for many.
Niche brands often find themselves in a pickle, yet McCain has chipped away at this notion, showing that single category players can make big waves in the culinary sea. With a dash of innovation and a sprinkle of strategic marketing, McCain has grown into a commanding figure on the global stage.
In 2023, McCain crisply increased its global penetration to 6.3%, adding 9 million new consumers to its basket. This growth has positioned McCain as the top chip off the old block, serving up a whopping 338 million choices to consumers, a 9.1% jump from the previous year. It’s purchased on average four times a year.
How has it delivered so big? Well, McCain’s arsenal of offerings has been anything but frozen in time. The brand thawed the traditional frozen food scene with its “McCain Foodservice Solutions”, with options from corner delis to bustling quick-service restaurants. This venture ensures that wherever people are craving comfort, McCain’s selections are on the menu.
Culinary creativity
Branching into the greener pastures of plant-based dining, McCain’s innovation sprouted the V’DGZ line in Spring 2023. The line, featuring garden delights like CAULI WNGZ, CORN RBZ, and BRUSSLZ, has not only won the taste buds of flexitarians but also bagged the 2023 FABI award for culinary creativity. These nibbles have quickly become the toast of the town, showcasing McCain’s flair for turning humble veggies into stars.
Complementing its product prowess, McCain’s campaigns “Born to Share” and “Let’s All Chip In” echo its ethos of community and sustainability. These initiatives spotlight the brand’s commitment to fostering connections and championing eco-friendly farming practices, planting seeds of positive change one plate at a time.
Worldpanel Usage data shows McCain shines particularly in moments that matter — be it a quick snack or a family meal, especially in markets like Spain and France where simplicity and nourishment are savoured. McCain’s insight into these moments that bring new space allows it to tailor its offerings, ensuring they are always in sync with consumer appetites and occasions.
McCain continues to break the ice in the frozen food sector, delivering the right ingredients for global success.
UK
South Africa
Spain
Established as a powerhouse in mosquito repellent solutions, Goodknight, owned by India’s Godrej Consumer Products, has become a sentinel in households worldwide. With a market presence that saw an impressive 392 million choices last year, Goodknight ensures that when the sun sets, your worries do, too.
In 2023, 8.1% of global households chose Goodknight, an increase of 0.5 penetration points from the previous year. This rise showcases a growing reliance on Goodknight’s promise to keep nights (and days) safe from pesky invaders.
Goodknight’s commitment to innovation is evident with the launch of the Jumbo Fast Card, a paper-based mosquito repellent that combines affordability with effectiveness. This product didn’t just hit the market — it became the knight in shining armour for families seeking refuge from mosquitoes, showcasing Goodknight’s dedication to providing effective and affordable solutions.
The brand’s recent campaigns have shifted focus to celebrate and support fatherhood with the message that protection is a paternal instinct. This positions the brand as fostering care within families, making it a guardian of comfort and health.
In the battle against buzzing nuisances, Goodknight continues to be a beacon of innovation and protection.
Founded in 1930, Himalaya Wellness has become a trusted name in natural personal care, with its products reaching over 100 markets worldwide. Drawing on the ancient wisdom of Ayurveda, Himalaya crafts wellness solutions that harmonise body, senses, mind, and soul, fulfilling its mission to bring wellness to every home and happiness to every heart.
Over the past five years, Himalaya has shown remarkable growth. Just last year, it experienced a 0.9 percentage point increase in global household penetration, achieving a 6.7% penetration rate in 2023. This growth has propelled the brand up 39 places in the rankings, driven by a 19% increase in consumer reach points (CRPs) compared to the previous year.
Consumer predisposition towards natural personal products is on the rise. Worldpanel’s usage data shows high levels of belief that natural care products are superior in terms of effectiveness. The brand’s portfolio covers everything from baby care to personal wellness, all rooted in sustainable and ethical practices.
Himalaya also champions social initiatives, such as supporting women by challenging stereotypical beauty standards and promoting authenticity and diversity through its #EmbraceAuthenticity and #BreakBeautyNorms campaigns. These efforts resonate with a global audience, reinforcing Himalaya’s commitment to personal care through personal empowerment.
Häagen-Dazs stands as the epitome of indulgence within the ice cream sector. In a broadly struggling category, Häagen-Dazs has distinguished itself, climbing 17 places in the Brand Footprint 2023 global ranking, showcasing a dynamic rise in consumer preference and market penetration.
This ascent highlights the brand’s growing appeal and underscores the enduring place of premium products in consumers’ lives amidst ongoing economic pressures. Even as the overall ice cream category saw a one point decline in penetration, consumers worldwide have consistently chosen to elevate their experiences with Häagen-Dazs’s premium offerings.
In 2023, Häagen-Dazs was chosen 216 million times, a 9% increase from the previous year, affirming its compelling allure. In our latest rankings, it is the 151st most chosen FMCG brand globally and is among the market’s fastest-growing brands.
Strategic expansion
Häagen-Dazs has effectively tapped into the pent-up demand for luxurious treats in economically challenging times, ensuring widespread availability to meet this demand. The brand has seen significant growth, especially in the United States, where it increased its Consumer Reach Points by 14%, driving double-digit revenue growth in 2023. Globally, Häagen-Dazs’s household penetration has risen to 4.9%, with an average purchase frequency of 3.3 times per year. Moreover, it expanded its shopper base by 4.8 million.
Brand presence
With a robust network of over 800 shops across 40 markets, Häagen-Dazs maintains a dominant physical presence in diverse retail formats, from corner shops to casual and dine-in boutiques. This extensive presence contributes 30% of its global sales, emphasising the brand’s strong out-of-home consumption.
The brand also has a huge presence in the Foodservice industry dishing up ice cream from behind the scenes. This has ensured its availability no matter where consumers are getting their ice cream — at home, in stores and restaurants, and on-the-go.
Demand Moments
Häagen-Dazs capitalises on specific consumption occasions across key markets — 24% of its occasions in France are for “Sofa & Chill”, 31% in Spain are “Family Favourites”, and 23% in the UK are considered “Filling Meals”. And it cleverly inserts itself into such occasions with social media reminders across its campaigns.
The hashtag, #ThatsDazs, has done wonders for predisposing people to have their brand top of mind.
Innovative initiatives
Häagen-Dazs continues to set industry trends. Through initiatives such as the Start-Up Innovation Challenge in collaboration with EIT Food, the brand drives advancements in technology and ingredients. These initiatives focus on creating indulgent yet sustainable products featuring reduced sugar, enhanced temperature resilience, lower carbon footprints, and innovative packaging that minimises environmental impact.
New product launches
The 2023 introduction of the Butter Cookie Cone represents a blend of nostalgic charm and creamy luxury, available in flavours like vanilla, strawberry, chocolate, and coffee. Described by Chief Marketing Officer Elizabell Marquez as a first-to-market innovation.
Culinary collaborations
The partnership with Pierre Hermé, known as the ‘Picasso of pastries’, symbolises Häagen-Dazs’s dedication to crafting ultimate indulgence with a sophisticated French twist.
As Häagen-Dazs continues to innovate and expand, it remains more than an ice cream brand; it’s a beacon of luxury and sustainability, transforming ordinary moments into memorable indulgences.
