ASIA-PACIFIC, MAY 6, 2013 – Colgate is the FMCG brand in Asia that is bought by the most customers, the most often. The brand reaches 2 billion Asian consumers thanks to its wide distribution across both urban centers and in rural areas, as well as successful tactics such as utilizing smaller pack sizes.
This was one of the core findings of Kantar Worldpanel’s Brand Footprint Ranking, which explores the strength of food, beverage, homecare, and health and beauty brands across 32 countries and in four regions worldwide.
The Brand Footprint Ranking uses a new metric known as Consumer Reach Points, which measures a brand’s penetration (how many households worldwide are purchasing it) and the number of times shoppers acquire said brand, or how often they purchase it.
This metric, said Kantar Worldpanel, helps FMCG firms to clearly understand their global reach in terms of actual basket reach. By doing so, it provides guidance on which regions offer top opportunities.
Marcy Kou, CEO of Kantar Worldpanel Asia, said that although brands examined by the ranking all have a consistent brand offer regionwide, understand and are responsive to local needs, and build excellent distribution networks, they all have plenty of room for growth in new geographies, occasions, targets and/or segments. The Brand Footprint report, Kou said, provides in-depth analysis of brand basket reach vis-à-vis their competitors’ reach, as well as opportunities for growth worldwide.
For instance, the Brand Footprint Ranking’s results seem to suggest that global success does not necessarily rely on presence in more developed markets. The Japanese seasoning brand Ajinomoto ranks 19th globally, yet is virtually absent in Europe and is present in just 2.6 percent of households in the United States. Additionally, 836 million of the 1.6 billion global Consumer Reach Points boasted by German brand Maggi, the sixth largest brand globally, are in Asia.
