Global brands in good position

Nielsen’s annual brand origin report analyses consumer preferences and emotions in 34 product categories when it comes to buying local or global brands. In former years there was some kind of balance between local and global brands, but the latest results indicate that in the majority of categories consumers prefer global brands more and more. This preference for global brands is the strongest when it comes to purchasing wet wipes and diapers, and baby food and infant formula: only 7 and 10 percent of respondents said they would rather buy local products in these categories.

On the contrary, shoppers give priority to local brands in the following categories: dairy products (54 percent), sweet and salty biscuits, crisps and cookies (32 percent), ice cream (31 percent) and mineral water (30 percent). From 2015 to 2016 the biggest change in consumer preferences – shifting from local to global brands – occurred in the following product categories: mineral water (local brands were down 22 percentage points at 30 percent), instant noodles (minus 21 percentage points at 21 percent), laundry detergents (down 13 percentage points at 21 percent), pet food (dropping from 25 to 12 percent), carbonated soft drinks (decreasing from 30 to 18 percent), wet wipes and diapers (minus 11 percentage points at 10 percent). //