Brand Footprint 2023: Latin America’s most chosen brands
Coca-Cola continues
to stand the test of time
Latam is home to almost 40% of the FMCG brands that are growing globally. This is a significant achievement. In a region where consumers have more brands to select from than ever – but less to spend on them – moving the needle takes monumental power.
There has been an overall decline in brands growing their CRPs at the more substantial rate of 2.5% or higher, with 2% fewer brands accomplishing this in 2022 than in 2021. For those that did, however, their growth was more impressive: they increased their penetration at a median rate of 2.6 points versus 1.6 points in the previous year.
These brands have got everything right in terms of execution – from innovation to marketing to distribution. They really are the complete package.
The Top 10 have remained consistently strong over many years, with Coca-Cola continuing its reign as the most chosen brand in Latam. Time and time again, these brands get close to consumers in the region, developing the in-depth understanding of nuances in behaviour and circumstances necessary to stay relevant to evolving needs.
Among the Top 5 most chosen brands in Latam, only one is growing: Pepsi, at number four, has managed to buck the trend and increase its CRPs by 2%.
Regional brands fared marginally better than global brands, increasing their CRPs 0.1% overall whereas global brands declined by -0.2%.
Global or regional, big or small…Latam’s most chosen brands share not only the same pressures and struggles, but a winning formula for growth. And that is penetration.
