Find out what to expect in this special edition as we analyse ten years of consumer choices.
Ten years ago, we launched our first edition of Brand Footprint and it’s safe to say that this has been a decade like no other for consumer brands. For Latin America it’s been a topsy turvy period with both good times and challenging times. In this special tenth edition, we identify some of the biggest changes to have occurred, whilst also unearthing important ways that brands can secure their future in this changing world and beyond.
From the outbreak of COVID-19 to digitalisation of shopper habits, there has been a lot of change for the FMCG industry landscape over the last 10 years. And with spiralling inflation, supply chain shortages and a war in Europe that is having global implications, challenges still abound.
Despite this, the biggest brands have remained resilient. For brands at both a local and global level, this is an opportunity to take stock, review the last decade and identify which learnings to take forward.
In this edition of Brand Footprint Latam, we’ll outline the biggest success stories of 2021 as well as highlighting the lessons and experiences acquired over the last 10 years of FMCG progress in our region.
We will release the report in two stages, with the next chapter going live on August 31st. Stay tuned for the full report!
You will discover the huge role that population growth has played in the industry, as the number of households has grown by 21% across our region. This amounts to an increase of 100 million households. While this creates new shoppers it also means that brands must work harder to maintain penetration.
Globally, the average household buys a portfolio of 55 FMCG brands per year. In Latam, this number is 18. The challenge in our region is to be part of that smaller but equally valuable basket.
For those unfamiliar with this report, we use a unique metric: the Consumer Reach Point (CRP). This measure combines population, penetration, and consumer choice, meaning we’re able to see how many times shoppers have chosen any given brand.
From there, we can rank the most successful brands across markets, giving you a micro and macro view of brand success. All the global, regional, and local market rankings will be available on our dedicated microsite, giving you easy access to the data you need, and enabling you to review your performance across markets and against competitors.
This year, as much as every other year, I would like to thank our partners: Europanel, GfK, IRI, Intage and CTR. Their support makes this report possible and, vitally, it allows us to reach an unmatched depth and scale to make these findings truly stand out.
Brand Footprint is the undisputed guide to finding success in the FMCG market, uncovering key, actionable insights to power your strategy and drive brand growth. So, read on to find out who the top-performing brands are, and what they have done consistently to achieve successful growth.
The complete ranking comprises five FMCG sectors – Beverages, Food, Dairy, Health & Beauty, and Homecare – tracked by consumer purchase panels. Non-barcoded Fresh Food, Batteries and Pet Food are not included in the ranking. All data relates to purchases brought into the home to be used or consumed there.
The Brand Footprint ranking is based on data collected over the 52-week period between November 2020 to the end of October 2021.
Only regional brands are analysed to create the global Top 50 Ranking. To be considered as regional, a brand must be available in at least two countries within a continent.
Brand Footprint only covers consumer brands; retailers’ own-label brands are not included. Brands listed include all variants, categories and formats that sit within them – for instance Pantene includes all of its shampoo, conditioner, hair treatment, hairspray and hair oil products. Brands sold under different names in different countries are considered as individual brands – for instance Tide and Ace. However, for brands with a name that has been directly translated into a local language, for example Mr Muscle and Mr Músculo, both are counted as the same brand.
The Brand Footprint Latam 2022 report reaches 14 markets covering 80% of the region’s GDP.
