How does dairy fare in the global brand rankings?
The 32-page report covers more than 18,000 brands worldwide and covers more than 350bn shopper decisions.
In his introduction to the sixth annual report, Kantar Worldpanel CEO Josep Montserrat said, “We have seen a trend of local players winning share from their global competitors in recent years, and that continued in 2017.
“Local brands tend to adapt to market needs and trends, and higher penetration gains come more easily.”
And even small gains, in appearance, are significant. Montserrat noted every 0.1% gained by local brands is worth $500m.
Dairy goes local
In the dairy sector, only 20% of spend was on global brands, the lowest of any category, meaning the smaller players are more significant in the sector.
Danone maintained its position at number 20 in the top 50 global rankings for 2017, while Yakult also maintains its spot at 48.
In the e-commerce section, Yoplait came in fifth place with 9.3% of total CRPs online (Kantar’s Consumer Reach Point measure), with Wall’s ice cream in 13th (6.8%), and Danone’s Activia yogurt brand in 16th (5.6%).
In terms of global manufacturer rankings, several companies with dairy divisions and products make the list, with Unilever in top spot with 36bn CRP. Nestlé takes the second spot (12.4bn), with PepsiCo (10.5bn) and Coca-Cola (9.7bn) in fourth and fifth respectively. Danone (eighth, 4.6bn), KraftHeinz (ninth, 3bn) and ReckittBenckiser (11th, 1.9bn) all have dairy connections.
Ten countries where local dairy is top
Dairy companies fare well globally when it comes to being the leading brand in certain countries. While not all countries are covered by the report, dairy companies were the top brand in 10 countries: Portugal (Mimosa), Peru (Gloria), Bolivia (Pil), Colombia (Colanta), Greece (NoyNoy), Poland (Mlekovita), China (Yili), Vietnam (Vinamilk), Thailand (Dutch Mill) and Saudi Arabia (Almarai).
Several dairy and dairy alternatives brands are also featured in the report, including Brazilian company Piracanjuba, Arla, Alpro, Nutri (Ecuador) Armonía (Argentina), Dano (Nigeria), Juhayna (Egypt), and Cremora (South Africa).
The full report can be downloaded here.