2023全球品牌足跡報告英

BRAND

FOOTPRINT2023

RESILIENCE

RISING

BRAND

BRILLIANCE

Inthefiercelycompetitiveworld

ofFMCG,somebrandsare

gettingit(very)right

Inaworldwheresomehouseholds

arestrugglingtopaytheirbills,

you’dassumetheFast-Moving

ConsumerGoods(FMCG)industrycouldbestaringdownahardroad.

Andyes,therearepocketsofpain,buttheresilienceshownbysomebrandsisnothingshortof

remarkable.ButI’daskyoutoholdthatthoughtforamoment.

First,weshouldreconcileour

reality.Globalspendingshotupby+4.8%in2022,leavingthe+2.6%growthof2021farbehind.Butweshouldn’tbetooexcitedbythosenumbers.Thisso-called“value”is

mostlydrivenbyinflation's

handiwork,nothonest-to-goodnessconsumerdemand.

Andwho(ultimately)paysthese

risingprices?Well,it'stheeverydayshopperstighteningtheirbeltsandchangingtheirwaystomakeendsmeet.They’reflockingtodiscount

stores,spacingouttheirshoppingtripsinsomepartsoftheworld,

andhuntingdownsmallerpacksizestomanagethemoneythatkeepsthehouseholdafloat.

BrandFootprintinvestigatestheperformanceof37,000brandsacross53markets

andfivecontinents

Putsimply,shoppersarebeing

forcedtospendmoreandmaketoughchoices.Thoughtheyarepresentedwithroughlythesamenumberofbrandchoiceswhen

theyshop,theyarebuyinglessandpayingmore,optingforlower-costalternativesinsomecategoriesandrelinquishingothersaltogether.Thispatternislikelytocontinue,asevenwheninflationisreinedin,prices

willstayhightotackleongoing

supplychainchallengesandhigherenergy,production,anddistributioncosts.Butbrandsareadroitly

recognisingandrespondingtoconsumerpain.

Amidthisadversityconfrontingtheircustomers,brandshave

exhibitedaremarkablecapacityfor

adaptationandgrowth.This

displayofbrandresilienceandempathyforshopperneedsisatestamenttotheindustry’s

innovativespirit.Evenwhenfacingchallengingcircumstancesand

scarcegrowthopportunities,

brandshavediscoveredwaystoprosperandhelpshoppersatthesametime.

TheTop10mostchosenFMCGbrandsovertheyears

OurannualBrandFootprintstudy,themostcomprehensivewehaveeverconducted,investigatestheperformanceof37,000brands

across53marketsandfive

continents.Theinvaluableinsightsderivedfromthisextensiveanalysiswillprovideyouwithareliable

compasstonavigatetheseuncertaintimesandachievetruegrowth.

Oneparticularlycaptivating

discoveryistheriseofsmaller,

newerbrandsthathavecarvedoutanicheforthemselves,evenin

categoriesthatappeared

saturated.These"up-and-comers"havetappedintothepowerof

empathyandunderstandingfor

strugglingconsumers,addressingtheirevolvingneedsanddeliveringpositiveresultsinthefaceof

changingmarketneeds.

AttheCannesLionsInternationalFestivalofCreativityinJune,we

will

celebratetheresilienceof

brands

thathaveweatheredthe

stormandcontinuedtoinnovate.

CannesLionsistheglobalstage

wheretheworld'smostinnovative

andcreativebrandscometogether,showcasingtheirbreakthrough

ideasandcampaignsandearningwell-deservedrecognition.We’llbeusingtheeventtospotlightthosewhostandouttoshoppers.

Tofurtheramplifythepowerof

brands,thisreportoffersaviewof

thestrategiesemployedbywinningbrandsthatwillhopefullyinspire

otherstoemulatetheirsuccessand

thrive.

BRANDBATTLE:

BESTINSHOW

Thewinnerscircleforbrands

isagreatplacetobe

IntheworldofFMCG,there’sa

moment—asplitsecond,really—whenashopper'shandhovers

betweentwobrands,andtheymaketheirchoice.That’sthe

momentweaimtocapturewithourBrandFootprintranking.We

tallyupthoseConsumerReach

Points,seeingjusthowmanytimesshoppersreachforaparticular

brand.Inotherwords,welookathowmanytimestheymadea

brandchoice.

Now,timesarehard,andyou’d

thinkatougheconomicclimate

couldspelltroubleforbrands.Forsome,ithas,butmanyhavefoundtheirfootingandlearnedtodanceinthestorm.That’swhatwecall

brandresilience,andit'ssomethingworthrecognising.Evenwhenthechipsaredown,brandskeep

surprisinguswiththeiringenuity.

Eachyear,wesetoutonatreasure

huntforthosesurprises.Ourteams

dugupgemsthat'llhelpyou

navigatetorealgrowth.Amongthejewels,wefoundscrappyup-and-

comers,theunderdogsthattookonthebigdogsandcameoutontop,evenincategoriesfolkssaidwerefittoburst.Therewerealso

thebigdogsdemonstratingwhythey’reatthetopofthebrand

rankings.

Thisyear,ourexaminationofthe

marketdoesn’tstopatbrands—wealsocastaneyeacrossthevarious

retailchannels.Wedosoas

inflationpushesmoreshoppersintothewelcomingarmsofdiscountersandPrivateLabelgoods.Weare,ofcourse,mindfulofwhatthis

"unbrandingoftheworld"might

meanforbothbrandsandretailers,andwe’redivingintothosemarkettensions,too.

Forsomebrands,it’saboutwinningbackwanderinghearts.Forothers,

Whichfactordoyou

believehasthemost

significantimpactonabrand’sresilienceintheFMCGmarket?

Pricingstrategies

Empathyand

understandingfor

strugglingconsumers

Innovationand

adaptation

Marketingand

advertising

Postanswer

it’saboutgoingall-inontheirbestbets.Tothatend,we’vegota

fantasticdeepdiveonSprite—thetopshopperrecruiterintheworld—showcasingthemagicthat

happenswhenyouplayyourcardsjustright.

Forsomebrands,it’saboutwinningbackwandering

hearts.Forothers,it’s

aboutgoingall-inontheirbestbets.

Andwewon’tstopthere.We’llbe

buildingonthisBrandFootprint

reportovertime,bringingyoufreshinsightsthroughout2023toequip

brandsandretailerswithasmuchtimelyknowledgeaspossiblewhentheymakedecisions.

Consumer

Reach

Points

explained

Ifyou’renewtothisreport,weusetheuniqueandinsightfulConsumerReachPoint(CRP)metrictogaugebrandsuccess.CRPcombines

population,penetration,and

consumerchoice,allowingustoseejusthowoftenshopperschooseanyparticularbrand.OneCRPisone

choice.

Withthismetric,wecanrankthemostsuccessfulbrandsacross

markets,givingyoubothabird’s-eyeviewandadetailedlookat

brandperformanceintermsof

findingnewcustomers.Wedevelopglobal,regional,andlocalmarketrankings,makingitabreezeto

accessthedatayouneedand

evaluateyourperformanceagainstcompetitors.

BeyondourownKantarWorldpanelteam,Ishouldalsoextendabig

thankyoutoourpartnersatGfKwhohelpusdeliversuchgreat

coverage.AndfromtheUnitedStates,we'rethrilledto

welcome

Numerator

,adivisionof

KantarGroup,thatgivesusan

extraordinarymarketreadintheUS.

Packedwithvaluableinsightsandstrategictakeaways,Brand

Footprintwillempoweryoutofuelyourbrand'sgrowth.Diveinto

discoverthetop-performingbrandsandthewinningstrategiesthey’veemployedtoachievegrowth.

Butbeforeyoureadon,let’sfirst

looktotheverylatestlistofbrandsinour“halloffame”.We’reproudtointroducethetop50most

chosenglobalbrandsinthe2023BrandFootprintreport.

Meetthe

world’smost

chosen

consumer

brands

Coca-Colahitsnumber1again,

alongwitharaftofotherconsumer

favourites.Onethingtokeepin

mindisthatsuccessisalways

drivenbywinninginthebiggest

markets.

BRAND

BLAZING

Brandtacticsarekey

forthosewhosurviveandthrive

“Togrow,onemustfirstembrace

change”.Wethinkit’sfairtosaytheFMCGindustryhasrun

towards,ratherthanawayfrom,thechangesthrownitswayin

recentyears.

Growthisajourney,nota

destination,andformanybrandsin2022thatjourneywasapositive

one.Brandchoiceswereup(61.3

brandsperhouseholdin2022vs

60.9in2021).whichisobviously

goodnewsforthosewhowereabletopushtheirwayintotheworld’s

increasinglycompetitivebaskets.However,thegrowingtrendof

risingPrivateLabelin2023means

thosebrandchoicesmaybe

substitutedforPrivateLabel

alternatives.

Smallerbasketsmayalsodeliver

tougherheadwindstoshopper

recruitment,particularlyinmarketswhereshoppersarelessfamiliar

withtheimpactofinflationontheirpurses.Ourteamsarespendingalotoftimeworkingwithclientsonthischallengeatthemoment.

In2022,wesawshoppersbasicallymakingthesamenumber(only

0.1%differenceyear-on-year)of

CRPchoicesasthepreviousyear,buttheywereclearlymaking

differentchoicesthantheyhaveinthepast.Asthereportrankings

show,they’retryingsmallerand

localbrands.Plus,proportionally,smallerbrandsaregrowingversusthetotalmarket.

Marketcontext

UnliketheCOVIDyears,when

growthratessoaredby10.6%in

2020,thegrowthwe’veseeninourlatestexaminationoftheglobal

FMCGmarketcomesnotfrom

demanddrivenbyapopulation

forcedtostayhomeformonthsatatime,butbyinflation.Foodprice

inflationisabove10%inallregionsexceptAsia,whichisreflectedin

thatregion’sslowergrowthyearon

year.

TheFoodandDairysectorsaredrivingtheoverallFMCGfigures,

whileBeveragesandHealth&

Beautysawtheirgrowthslow.

Growthwasstrongerinthesecondhalfoftheyear,andthismay

representhowtheindustryislikelytoperformatleastforthefirsthalfof

2023.

Ifthisisn’ttruegrowth,wherearewereally?TheFMCGvolumenumbers

helpsmoothoutthestory.Indeed,wehaveseennobouncebackfrom

thevolumedeclineswesawinthe

post-COVIDperiod:salesaredown,pricesareup.

Whichsectordoyouthinkwillexperiencethemost

significantgrowthintheFMCGindustryinthenextyear?

FoodandDairy

Beverages

HealthandBeauty

Homecare

Postanswer

People

power

But—andthisisanimportant‘but’—weseeapersistentand

consistentcommondenominator

amongbrandssuccessfully

recruitingmoreshoppers:

Penetration.Ourrealityisthathalfofbrandsgloballyarewinning,andhalfaredeclining,but88%ofthosewinningdosowithimproved

penetration,upfrom86%.On

average,thosewinnersaregaining1.8penetrationpoints.

Ofcourse,notallgrowthiscreatedequal;profitablegrowthisoneofthe

mostelusivetargetsforbrandsandretailersofallsizes.Wehaveseen

thisprofitchallengereflectedin

someofthebigretailerandbrandearningsreports.Weshouldalso

note,asyou’llseelaterinthisreport,thatgrowthisbehavingdifferently

dependingonwhereyouareintheworld.

Forfurthercontext,thenumberofconsumerchoices(interactions

withbrandsacrosscategories)wasessentiallyflatyear-on-year,afirstinthehistoryofthisreport.But

thereisimportantmovement

withinthismetricthatsawlocal

brandsgaininimportanceover

globalbrands.LocalbrandssawaCRPshareof67.7%vsglobalat

32.3%,anincreaseof0.6%.

LocalbrandssawaCRP

shareof67.7%vsglobalat32.3%,anincreaseof0.6%

Theimplicationsofthisseemingly

smallshiftpointtoalargertrend.

Localbrandsarecontinuingtofind

theirplace,anddoingsowhenthe

frequencyofbrandengagementis

down(-2.2%).Weneedtorecognize

thata1%liftinlocalbrandsversus

theirglobalcounterpartsisseismicin

thedollartermsofmultitrillion-

dollarindustry.

Aliftof1%inpenetrationis

adding12million

households

Buttogetthat1%increase,a

brandneedstofind224,000morehouseholdstodaythantheydid

onlylastyeartostayatthesamelevelsofbrandperformance.Mostofthisextraworkrequiredcanbeattributedtoaglobalpopulationincrease.

Theshopperbehaviourdatathatexplains2022

Wealsoneedtorecognizethe

householdlevelinvestmentshere.

Wecalculatethateachhousehold

isworthUSD$1,008ayear,and

eachbrandchosenisworthan

averageofUSD$3;upby5%inthis

latestyearofreporting.Toputa

valueonthat:aliftof1%in

penetrationisadding12million

householdswhichequatesto$36

milliononaverage.

GREAT

EXPECTATIONS

Branddiversity

growssuccess

Let’sgetintothedetail.We’lllookglobally,locallyandtalkaboutbrandsbysize.Here’swhatthatlookslike:

Finding

growth

Theaveragepenetrationgainin

2022washigherthanthepreviousyearforbrandsofallsizesat+0.5percentagepoints.Thereare

severalpiecestothisdynamic,butthesetwostandout:

Asia,particularlyIndia,isdrivingCRPgrowth,evenasEuropeandtheUnitedStatessoftens.

Improvedpenetrationhascomeattheexpenseofbrand

frequency.

Wealsohaveshopperstryingnewbrands,particularlysmallerorlocalbrands,andtherearemanymoresmallbrandsthanglobalbrands.Atwistthisyearisthewaysmall

brandsarefightingtheirwayinto

shoppingbasketsandgainingmore

tractionthanpreviousyears.In

manyways,theyaretherising

stars.They’realsoshowing

resilienceacrossallcategories,

exceptbeverages,whereglobal

brandshaveheldtheirtraditional

strongholdpositions.

Atwistthisyearistheway

smallbrandsarefighting

theirwayintoshopping

basketsandgainingmore

traction

Local

learnings

Atalocalbrandlevel,wealsoseeatrendofshoppersfindinggravity

pointswiththeirlocalofferings.

Throughallofthis,brandloyaltyis

pressured.Ofcourse,muchofthat

pressurecomesbacktothatword

again:inflation.It’sawordthatis

makingtheFMCGindustrywork

(very)hardforitsmoney.We’vebeeninundatedwithquestionsonpricing,

portfolio,promotion,innovation,andthenuancesinbetween.Additionally,thedynamicbetweenretailersand

manufacturershasbeenwroughtat

timesasretailersbattledtoholdpricesdowntokeepshoppersintheirstores

andcurbthebleedtodiscountersas

shoppersracetoconservetheir

spendingpower.

DiscovertheKantarBrandZ

MostValuableGlobalBrands

2023reportfrom14June

2023,withnewinsightson

howthehighestperformers

areinvestinginstrategiesthatdifferentiate,protectvalue,

andadvancesustainabilitycredentialstoconnectmore

closelywithconsumers.

Findoutmore:

/brandz

PENETRATING

INSIGHTS

Somebrands

aremakingsuccesslookeasy

Penetrationreferstothe

percentageofhouseholdsthat

purchaseaparticularconsumer

productorbrandwithinagiven

period.Asweknow,itisan

importantmetricfortheFMCG

industry,asitindicatesthe

potentialmarketsizefora

particularproductorbrand.

However,achievinghighhousehold

penetrationcanbechallenging,as

ittypicallyrequiresacombination

ofeffectivemarketing,strong

distributionchannels,andunique

productpropositiontodrivebrand

trialandrepeatpurchases.

Penetrationrequiresa

combinationofeffective

marketing,strong

distributionchannels,and

uniqueproductproposition

Sunsilk

Unilever-ownedSunsilkhas

achievedremarkablesuccessinthehaircaresector,thankstoitsfocusondeliveringaffordable,effective

productstoconsumersaroundtheworld.Thebrandhasfound32.2

millionnewshoppers,had14%CRPgrowth,andjumpedtwospotsin

theWorldpanelglobalrank.

OneofthekeydriversofSunsilk’ssuccesshasbeenitsperformanceintopmarketslikeIndia,the

Philippines,Bangladesh,andBrazil.InIndia,forexample,thebrand’s

DashainFestivalcampaign

engagedwiththeaudienceandreached100millionviews(66

milliononTikTok),helpingSunsilkgrowitsglobalpenetrationby2.2points.

InBrazil,theSedaBoom(Sedais

thenameSunsilkismarketedasinBrazil)relaunch#FocaNaLiberdade(FocusonFreedom)campaign

helpedthebrandgrowitsmarketshare,reaching40millionpeople

througharealityshowfeaturinglivecelebritiesfor72hours.

Oreo

Oreohasachievedremarkable

successbytakingadvantageofaproductflywheeleffect,whichhasallowedthebrandtoextendand

stretchitsofferingsbeyondits

cookiefoundations.OneexampleofthisisOreo’sfrozenproducts,whichincludearangeoffrozentreatssuchasice-creams,cones,pots,and

sandwiches.ThismovehashelpedOreofind26millionnewshoppersandexpandintonewmarkets.

Yet,evenasitexpandsintonew

categories,biscuitsremainatthe

coreofOreo’sbusiness,andthe

brandhascontinuedtofindsuccess

withnewshoppersinmarketslike

India.InIndia,Oreogaineda

whopping5.7millionnewshoppersandsawanincreaseinpenetrationpointsby19millionbuyersin2022.

Mondelez-ownedOreocan

attributesomeoftheirsuccessto

initiativessuchasits#StayPlayful

campaign,whichcelebratesthefunandplayfulaspectsofthebrand

andevokesmemoriesoffamily

moments.Thiscampaignhas

helpedreinforceOreo’spositionasaheritagebrandwhilealso

reimaginingitsportfoliotostretchfromthepantrytothefreezer.

Overall,Oreo’ssuccessisa

testamenttoitsabilitytoinnovateandevolvewhilestayingtruetoitscorevaluesandheritage.By

expandingintonewcategoriesandmarketswhilecontinuingtofocusonitscorebusiness,Oreohas

establisheditselfasaleaderinthe

biscuitindustry.

Ariel

Ariel,abrandownedbyProcter&Gamble,hasachievedremarkablesuccessinthelaundrydetergent

industrythankstoitscommitmenttodeliveringinnovative,

sustainable,andeffectivesolutionsthatmeettheneedsofconsumers

aroundtheworld.

Arielhasfound17.5millionnewshoppers,had11%CRPgrowth,andjumpedsixpositionson

Worldpanel’slatestbrandrankings.Thissuccesscanbeattributedto

thebrand’sstrongperformanceintopgrowthmarketslikeIndia,thePhilippines,Colombia,and

MainlandChina,whereithas

focusedondeliveringefficientandeffectiveproductsthatresonate

withconsumersseekinghigh-

qualitylaundrysolutions.

Ariel’scommitmenttosustainabilityisdemonstratedbythebrand’s

Eco-Box,whichuses60%less

plasticthantraditionaldetergent

bottlesandappealstoconsumerswhoareincreasinglyconcerned

abouttheenvironmentalimpactoftheproductstheyuse.

Inadditiontoitsfocuson

innovationandsustainability,Ariel

hasalsodevelopedstrong

marketingcampaigns,suchasthe#ShareTheLoadcampaign,whichaddressesimportantsocialissueslikegenderinequalitywhilealso

highlightingtheefficiencyand

efficacyofAriel’slaundrysolutions.

WithProcter&Gamble’sownershipanditsfocusonmeetingconsumerneedswhileaddressingimportantissues,Arieliswell-positionedto

continueitssuccessinthelaundrydetergentindustry.

Sprite

Spritewasaclearwinnerinourglobalrankingsthisyear.The

numbersspeakforthemselves.

Spritefoundalmost34millionnewshoppersinthespaceofayear.

Andtheydidsointhemidstofaglobalcost-of-livingcrisis.

Successcanbeattributedtoseveralkeyfactors.Thefirstwasitsabilitytoappealtodiversemarketsacrosstheworld.FromMexicotoIndia,

BraziltotheUS,PerutoIreland,

andSouthKorea,Spritewonover

newconsumersinmarketsofeverysize.Thebrand’sfocuswason

deliveringarefreshingtastethat

couldbeenjoyedbypeoplefrom

differentculturesandbackgrounds.

AnotherfactorthatcontributedtoSprite’ssuccesswasitsfocuson

innovation.Inparticular,there-

launchofSpriteZeroinMainlandChinahelpedthebrandappealtoincreasinglyhealth-conscious

consumerswhowerelookingforalow-calorieoption.Similarly,theemphasisonZeroinitsmarketing

campaignhelpedSpritetapinto

thegrowingtrendofconsumers

lookingforzero-sugarorlow-sugarproducts.

WealsotookalookathowSpritefoundappealacrossnew

consumptionoccasions

through

Worldpanel’sDemand

Moments

lens.WechoseSpainas

anexample,whereSpriteperformedwellcomparedtotwocompetitors

acrossmostoccasions;wecallthemDemandMoments.However,it

outperformednthe“Timeand

Effort”DemandMoment,signallyitwasapopularchoiceforthoseon

thego,whowereseekingmaximumsatisfactioninanefficientway.

Sprite’ssuccesscanalsobe

attributedtoitsstrongmarketingcampaigns.The“HeatHappens”

campaign,inparticular,wasa

hugesuccess,withitsfocusonGenZandenvironmentalmatters.The

campaignwasfun,engaging,andemphasizedthementalaswellasphysicalrefreshmentthatSprite

provides.Additionally,theuseofclearbottleswithrecycling

incentivesandanewlogohelped

thebrandstayrelevantand

appealingtomodernconsumers.

Witha2.3penetrationpointliftfor

Sprite,firmlyplanteditselfasaglobal

powerhouseinthesoftdrinkindustry.

WINNING

WAYS

Smallbrands

aredeliveringbigsuccess

Theriseofsmallbrandsisa

warningshotacrossthebowsfor

thebiggerplayers.Weknowthey’re

successfullyfindingtheirwayinto

basketsasconsumersmake

differentchoices.Somebrandsare

doingitwithprice,otherswith

marketingandmessaging.Butall

ofthemarefindingwaystowin,

oftenincrowdedcategorieswhere

largerbrandshavelongdominated.

Evolvingconsumerneedsare

encouragingmoretrial,andthese

brandsareproofofthatshift.

Smallbrandsarefinding

waystowin,oftenin

crowdedcategorieswhere

largerbrandshavelong

dominated

Rising

stars:

Brands

makingitbig

Ricola

Ricola’ssuccessisitsabilityto

innovateandstayrelevantto

modernconsumers.In2022,thebrandfound10.9millionnew

shopperscomparedtothepreviousyear,thanksinparttothelaunchofsugar-freeSwissherbalcandiesthatprovidearefreshingand

indulgentexperience.

Ricolahasalsoexperienced

significantgrowthinkeymarkets,particularlyintheUS,whereitgrew8%.Thebrand’sCRPgrowthwas

25%,anditjumped83spotsintheWorldpanelglobalbrandrankings.

Thissuccesscanbeattributedto

Ricola’sfocusonitsheritageasthe

finestSwissherbdrops,madewithorganicallycultivatedherbsfromtheSwissmountains.

Inaddition,Ricolarelaunchedits

iconicpackagingdesign,which

showcasesthebrand’scoredesignheroes:theiconicambercube

surroundedbythespecialherbs

thatmakeuptheuniqueblendofRicola.Eachherbisillustratedbyabotanicalartist,andthehistoricalRicolatrapezoidiscentraltothe

design.Thenewdesignreflectsthebrand’scommitmenttonatureand

itsSwissorigins,withamore

naturallogothatimprovesthe

purchaseexperience.

Withafocusonnaturallycultivatedherbs,aperfectbalancebetween

functionalityandenjoyment,anditsSwissorigins,Ricolaappealstoagrowingconsumerbase.

CeraVe

CeraVehasbecomearisingstarinthepersonalcaresector,thankstoits

focusonscience-backedformulations,transparency,andeducation.The

brandhasachievedremarkable

successinrecruitingnewshoppersinacrowdedmarket,withaCRPgrowth

of24%year-on-year,andrecruitmentof6millionnewshoppers.CeraVe’s

successcanalsobeattributedtoits

socialmediapresence,particularlyonTikTok,whereithasestablisheditselfasthe#1skincarebrandwithmore

than4.4billionviewsandcounting.

Thebrand’sacquisitionbyL’Oréalin2017hasalsoplayedasignificantroleinitssuccess.Priortotheacquisition,CeraVeoperatedasasmall,

standalonecompanywithrelativelylowlevelsofmarketexposure.

However,sincetheacquisition,the

brandhasexplodedinpopularityand

hasbecomeakeyplayerinthe

skincaremarket.L’Oréalbought

CeraVeaspartofastrategytosatisfythegrowingdemandforactive

skincareataccessibleprices.The

acquisitionallowedL’Oréaltotapinto

thefast-growingmarketforaffordable,researchsupportedskincareproducts,whilealsoprovidingCeraVewiththe

resourcesandexpertiseofaglobalbeautyconglomerate.

Overall,CeraVe’ssuccessisa

testamenttoitscommitmentto

innovationandquality,aswellasits

abilitytoconnectwithconsumersanddeliverproductsthatmeettheir

needs.Withitsfocusoneducation

andtransparency,CeraVehas

establishedaloyalcustomerbase

thatappreciatesthebrand'sempiricalapproachtoskincare.WithL’Oréal’sresourcesandexpertise,CeraVeis

well-positionedtocontinueitssuccessinthepersonalcaresectorandmeetthegrowingdemandforaffordable,effectiveskincareproducts.

WALLETS

RELOADED

Pricepressuresputting

thesqueezeonretail:How

theindustryisresponding

Theinevitableelephantintheroom

hasbeentheDiscounters.Ledby

AldiandLidl,therehasbeena

growingstampedetotheirstores.

Forthefirsttimeinthelastdecade,

Discountersisthefastest-growing

channel(+10.3%growth).This

increasesitsinsideanFMCGindustry

thathasgrownasmuchinthepast

threeyearsasinthepreviouseight.

YettheriseinDiscountershasled,

atleastinpart,toaslowingofthe

onlinechannel.Onlinegrowth

slowedto+5.6%globally,makingit

the3rdfastestgrowingchannelbut

stillaheadoftheoverallmarket.

Thee-commerceslowdownwas

causedbyWesternEurope,where

thechannellostshare,withGreat

Britainbeingthemainsourceof

loss.E-commerceisstillmaking

gainsinAsiaandtheUS.

The

Discounterand

e-commerce

tug-of-war

Inthemidstofrisinginflation,AldiandLidlhavebecomehavensfor

budget-consciousshoppers.The

Discounters,soprevalentinEurope,haveseenasignificantboostin

theirmarketshare,swipingitfrom

otherretailchannels,particularlyHyper&Supermarkets.

Asoldershopperswhohad

previouslyshiftedtoonlineduring

theCOVID-19pandemicreturnto

brick-and-mortarstores,they’re

seekingvalueand,asaresult,

flockingtotheseDiscounters.It

bearsrepeatingthatforthefirst

timeinthelastdecade,Discountershavebecomethefastest-growing

channelandshownosignsof

slowingamidstaggressivestoreopenings.

BoththeDiscounterand

e-commercechannelshaveseenanincreaseinshoppersandvisitfrequency,butthedifferenceinperformanceboilsdowntotrip

spend.Ifweoverlookthespend

component,e-commercecontinuestowinthegrowthraterace.

E-commercesuperstars:

Thebrandscrushing

online

FMCGsales

Traditional

trade

Oneofthebigchannelwinnerswastraditionaltrade.Lesstrendytotalk

aboutbutstillamassivedriverof

salesinmarketslikeIndia(86%of

trade)andIndonesia(90%oftrad