Brands in the ring

By: Budai Klára Date: 2023. 12. 07. 22:10

On Thursday afternoon Gábor Tolnai, head of marketing insight division at Kantar Hoffmann, gave a presentation titled “Brand Footprint 2023 – The best FMCG brands in the world and in Hungary”.

This article is available for reading in Trade magazin 2023/12-01

Guest writer:
Gábor Tolnai
head of marketing insight division
Kantar Hoffmann

The Brand Footprint report reveals which brands emerge as winners at the “moment of truth”, using the so-called Consumer Reach Points (CRP) indicator. This indicator shows the strength of the brand in terms of how many consumers choose it over others and how many times they choose it.

The year of flexibility

Kantar’s most comprehensive global study draws on data from 53 markets across 5 continents, covering 73% of the global population and 86% of the world GDP, analysing 37,000 brands. The study divides brands into three categories: local brands are present in one country, regional brands are available in at least two countries on one continent, and global brands are represented on at least two continents.

“On average, we spent 3.4% more per purchase on the planet, clearly driven by inflation. Private label brands grew significantly, with a share above 21% now, and discounters strengthened their presence by more than 10%. Another significant change is that the share of local and small brands has increased to 68%”, informed Gábor Tolnai.

Coca-Cola is the undisputed champion

The research reveals that Coca-Cola continues to be the most chosen FMCG brand worldwide. Colgate is second, Maggi is third and Lay’s and Pepsi are fourth and fifth, respectively. The latter two brands didn’t feature in the top 5 last year. Coca-Cola has had a balanced score for years. It can maintain its position as the most valuable brand in the world without increasing its CRP – even so, it is still by far the strongest brand. Fanta has made the biggest improvement, jumping 8 places in the ranking. Looking at the top FMCG brands by country, we see that they are all food products. There is only one country where it seems that not eating but looking good is the most important thing, and that is Bangladesh, where the number one is a cosmetics brand.

Strong Hungarian brands competing with international ones

In Hungary Coca-Cola has also taken the top spot in the ranking of the best-performing brands, with Kinder dropping to second place. Milka came in third, followed by two Hungarian brands, Mizo and Pöttyös to complete the top 5. “This also indicates that Hungarian brands are able to compete on the global stage and achieve very good results even against international brands, which are backed with much bigger budgets and stronger marketing support”, the division director stressed.

There are more than 17 Hungarian brands in the top 25, which is an excellent result. It is noteworthy that globally there is no alcohol in the top 25, but we have Soproni beer in 25th place. Every year the FMCG top 20 is increasingly dominated by brands of Hungarian origin. Now Hungarian brands have already beaten the global brands 14 to 6. This year’s biggest emerging Hungarian brand is Koronás Cukor, which came in 27th with a 69% increase in CRP, reaching 70% of Hungarian households. //

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