Magazine: 2020 was a record breaking year in the FMCG market

Gábor Tolnai
Kantar Hoffmann
division director

At the Business Days Gábor Tolnai, division director of Kantar Hoffmann gave a presentation. As part of this he shared the results of the Kantar Brand Footprint 2021 global study. The survey was conducted in 54 countries on 5 continents, covering 73 percent of the world’s population and 89 percent of the GDP, analysing 23,500 manufacturer brands – some of them global, while others are local.

Mr Tolnai told: 2020 was a record breaking year, as global FMCG value sales were up almost 10 percent and grew by 13.7 percent in Hungary. At a global level spending per shopping occasion increased by 11 percent, but shopping frequency dropped 2 percent. 88 percent of the brands that managed to grow from 2019 to 2020 acquired new buyers. This could happen because well-known brands with a greater reach started to dominate.

In 2020 the world’s most popular FMCG brands were Coca-Cola, Colgate, Lifebuoy, Maggi and Lay’s. Hungary’s top 5 FMCG brands were Kinder, Coca-Cola, Mizo, Milka and Pöttyös. In 2020 the Regina brand produced the biggest growth with a 111-percent increase in reach. It is noteworthy that there are only foods and drinks in the Hungarian FMCG top 20, while globally there are 8 personal hygiene or home care brands in the top 20. Mr Tolnai underlined that a brand doesn’t have to be global to become one of the most popular in Hungary. //

The above article has also been published in Issue 2021/12-01 of Trade magazin.