ISSUE 5 | MAY 2017
A GLOBAL RANKING OF THE MOST
CHOSEN CONSUMER BRANDSby Sir Martin Sorrell
FOREWORD
Brand Footprint is a
comprehensive study of the
most chosen and fastest-
growing FMCG brands in 43
countries around the world.
Dissecting the key consumer
trends that infuence buying
behaviour, the report continues
to ofer fresh insight into the
winning strategies deployed
by the most successful FMCG
brands.
Now in its ffth edition, Brand
Footprint has established itself
frmly in Kantar and WPP’s
stable of global intelligence
products, helping marketers
to gauge how well their
brands have grown in the
context of the global FMCG
market. Drawing on research
from Kantar Worldpanel’s
international experts, Brand
Footprint is a critical navigation
tool for negotiating the
challenges of the FMCG market,
and an important indicator for
future brand success.
The report goes beyond data
to deliver genuine insight into
real people’s spending habits,
providing the true story behind
brand growth.
In this world of low growth,
little infation and little or no
pricing power, consumer insight
is vital to drive top-line growth
and market share—making
Brand Footprint an invaluable
resource for clients.
Sir Martin Sorrell
Founder and CEO, WPP
FOREWORD
CONTENTS
042016 in FMCG
06Fundamentals
to Growth
08 The top 50
10 How brands grew in
2016
12Fastest-growing
FMCG brands
14Brand leaders speak:
PepsiCo
15Brand leaders speak:
Yili
16Number one brand
by market
18Connecting people
to products
22The agency view:
WPP
24Brand leaders speak:
Mayora Group
25 Brand leaders speak:
Natura
26In focus:
Health and beauty
28In focus:
Beverages
30In focus:
Food
32In focus:
Home care
34 Europe at a glance
36 Asia at a glance
38 Americas at a glance
40 Africa at a glance
42 Ingredients of global
disruption
46 Glossary
47 Explore the data
5 YEARS
OF SHOPPER DECISIONS
(THAT’S 1,765 BILLION
SHOPPER DECISIONS)CONTINENTS
15,300
BRANDS
75%
GDP COVERAGE
333
BRAND FOOTPRINT 2017:
HOW BRANDS GROW IN AN
UNPREDICTABLE WORLD
Even in uncertain and challenging times, brand
growth remains rooted in being chosen more
times and by more buyers. Agile and responsive
brands will continue to fnd ways of attracting
more shoppers and increasing share.
Josep Montserrat
CEO, Kantar
Worldpanel
Welcome to this landmark edition of Brand
Footprint. Now in its ffth edition, the report
continues to be the leading ranking of FMCG
brands, informing the business decisions of
marketers, brands and agencies around the
world.
This year’s Brand Footprint publishes at a
time of unprecedented change. The global
political and economic landscape shifted
dramatically in 2016, c
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