凯度-2019年全球品牌足迹报告（英文）

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1、21,400BRANDS49COUNTRIESFOREWORDEricSalamaGlobalCEOKantarInMarch,weunveiledanewcorporateidentityforKantar,unifyingallsub-brands–includingWorldpanel–underonename.Butfearnot.Whilevisuallywe’vechanged,BrandFootprintremainsyoursourceofinspirationforfindingnewshoppersandachievinggr

2、owth.Itistheleadingstudyofthemost-chosenandfastest-growingglobalFMCGbrands,withbehaviouralpurchasedatacollectedfrommorethan405CONTINENTSCONTENTS04-06Fundamentalstogrowth07Thelongandtheshortofit08-09Top50globalranking85%GDPCOVERAGEcountriesworldwidedrawinganintricatepictureof

3、howtowinbothgloballyandlocally.BrandFootprintisoneofKantar’sflagshipintelligenceproducts,givingmarketers,retailersandmanufacturerstheinsighttheyneedtomaketheirbrandsasuccess—whetherthey’relookingforgrowthinexistingterritoriesorlaunchinginnewones.BycombiningKantar’suniqueConsum

4、erReachPoint(CRP)metricwithglobalandlocalstories,revealingthestrategiesofsomeoftheworld’smostsuccessfulFMCGbrands,BrandFootprinthasbecometheundisputedguidetoanever-10-15Brandleadersspeak/Globalbrandstories16-17Howoldisyourbrand?18-19Out-of-homebrandranking20-21Onlinebrandrank

5、ing22-23Africa&theMiddleEastataglance24-25Asiaataglance26-27Europeataglance28-29LatinAmericaataglance30Methodolgy31ExplorethedataConsumerreachpoints(CRPs)explainedxxchanging,increasinglycomplexmarket.POPULATIONNUMBEROFHOUSEHOLDSINACOUNTRYPENETRATION%OFHOUSEHOLDSBUYINGYOURBRA

6、NDCONSUMERCHOICENUMBEROFINTERACTIONSWITHYOURBRANDACROSSCATEGORIESINAYEAR22WELCOME72%BRANDFOOTPRINT2019:FINDINGOPPORTUNITYINFMCGPOPULATIONCOVERAGEJosepMontserratGlobalCEOWorldpanelDivisionYearsofpoliticalandeconomicturmoilacrosstheglobehavecreatedadifficultenvironmentforFMCG

7、brandstooperatein.Oursisanincreasinglyunpredictableworld,whichpresentsnewchallengesforbrandsofallsizes.GlobalFMCGgrowthhasslowedsince2018.Insomemarkets,suchasLATAM,ithasdroppedsodrasticallyastocauseoverallvolumedecline.Andthepictureforbrandsiscomplicatedfurtherbythechangeswrou

8、ghtbytheproliferationoftechnologybothinstoresandathome.Meanwh