Find out what to expect in this one-off publication Brands of the Decade
Ten years ago, we launched Brand Footprint and it’s safe to say that this has been a decade like no other for consumer brands. To mark the occasion, we have analysed ten years of shopper behaviour and identified the best performing global brands.
From the outbreak of COVID-19 to digitalisation of shopper habits, there has been a lot of change in the FMCG industry landscape. And with spiralling inflation and a war at the heart of Europe, upheaval and unrest shows little signs of slowing.
Despite this, the biggest brands have remained resilient.
This is why, in this special publication, we are celebrating the success of the global brands which have outperformed competition and helped drive the industry forward.
You will find out what each brand has done to achieve such remarkable performances to be named as one of our brands of the decade.
You will discover that these top performing brands have grown their reach by 31% over the decade, compared just 16% for the rest of the branded market, and that they accounted for 11% of all FMCG brand growth.
We also showcase the biggest changes in consumer behaviour to drive the industry and highlight some consistencies across ten years of data – namely that the average household buys a portfolio of 55 FMCG brands in a year, three of which are the brands of the decade.
For those unfamiliar with Brand Footprint, 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, so you can review your performance across markets and against competitors.
Across the decade, its thanks to our partners Europanel, GfK, IRI, Intage and CTR, that we have been able to create such a report. Their support makes Brand Footprint possible and, vitally, it allows us to reach an unmatched depth and scale to make these findings truly stand out.
Brands of the Decade is a celebration of the biggest successes in FMCG, uncovering 11 unique stories to inspire and drive brand growth. So, read on to find out who the top-performing brands are, and what they have done consistently to achieve growth.
