The most valuable international FMCG brands on the Hungarian internet in 2017

Neticle is a system that collects the occasions when brands are mentioned online and in social media, and analyses the opinions automatically. Relying on this Neticle has made two rankings: one based on the online mentions in 2017 another based on the online opinions about them. The products of Danone, Coca-Cola and Nescafé generated the highest number of positive opinions on the Hungarian internet. Coca-Cola’s reputation kept improving, although there was a slump too, caused by a negative consumer opinion posted on the company’s Facebook page, which entailed the sharing of similar experiences by others. This illustrates it really well that companies should pay special attention to consumer feedback.

What connects Coca-Cola, Nescafé and Danone? First and foremost the taste – this shows that it is difficult to compete with food products in the FMCG category. These top 3 international brands offer complex enjoyment to shoppers, primarily a taste experience, but product colour, quality, temperature and ingredients all influence consumer habits. Consumers were communicating about coffee the most intensely in the morning, around 7:00-8:00. On weekdays discussion about Danone products intensified in the afternoon, at 15:00-17:00. Consumers were talking about Coke no matter what part of the day it was.

From the highest-value international brands it is food products which are discussed the most often on the Hungarian internet. In part this is because these brands engage in strong communication activity. They are active in social media in order to elicit interactions from their buyers, testing or increasing their product knowledge. This not only helps in building the brands, but also wins the attention of consumers in the long term. //