BRAND
STORY
Mister Potato grew by 1.2 million CRP and climbed three places to become the number seven food brand and the second fastest-growing food brand. It narrowly missed out on a spot in the top 10 FMCG brands after rising five places to eleventh position.
The brand’s main drivers have been a greater selection of purchase options for shoppers, while preserving its shopper base in the wake of the pandemic. The brand secured 235k new shoppers by focusing its expansion primarily on families with kids, as well as those from lower to middle income levels.
As the market opened up, the brand refocused its attention on consumer value stores, while not forgetting proximity retailers, such as supermarkets and convenience stores.
more CRPs vs. LY (2nd Fastest Growth within Food sector)
Driven by +235K New Shoppers in 2022 vs. 21
Avg. consumer choices per shopper grew by +7%
Dove added 527k to its CRP, which boosted the brand four places to number 13 in the health and beauty category and up 16 places to position 82 in the Top 100 FMCG brands. Dove was the fastest growing in the health and beauty sector this year. The brand’s success focused on attracting more shoppers and more choices.
Dove recruited 130k new shoppers, with the biggest gains coming from its three biggest categories – hand and body wash, shampoo and conditioner. Drug & Pharma stores and Hypermarkets/Minimarkets are driving business growth across its core shopper base, Central, Urban, and Chinese, however Malays and the Low/mid classes also contributed to its growth.
more CRPs vs. LY (Fastest Growth within Health & Beauty sector)
Driven by +130K New Shoppers in 2022 vs. 21
Avg. consumer choices per shopper grew by +3%
