10 YEARS OF CONSUMER CHOICES BRAND FOOTPRINT

THE GLOBAL
FMCG $650 THERE ARE NOW MORE SHOPPERS
FOR BRANDS TO GO AFTER 53 BILLION INFLATION AND
PREMIUMISATION HAS LED TO
BILLION
extra brand choices made
INDUSTRY with the number of households HOUSEHOLDS SPENDING AN
HAS globally growing by
Global Number of FMCG Brand Choices Made
EXTRA
180 MILLION
(+33%) in the last decade Filtered to Top 250 Brands per market
GROWN BY $130 $730
$860
2012 329 billion
133 on brands
Global FMCG Sales a 17% increase
Index vs 2012 per year
382 billion
74% 62%
118 2021
FMCG Brand Spend per Household
113 Filtered to Top 250 Brands per market 2012 2021
109
104 of households of shoppers
are subscribed ordered meals
2013 2015 2017 2019 2021 to at least one through delivery BUT ONE THING only IT’S A 50/50
video on demand apps THAT HASN’T of the GAME

2
platform (+21% vs 2020) TOP 50
CHANGED brands have
70% 22%
over the decade on average
THE BIGGEST CHANGE IN THE
25
grown every

55
is the average
WAY WE BUY FMCG HAS number of FMCG year
of women of the population
BEEN ONLINE SHOPPING brands chosen
prefer a is Eco-Active, of the TOP 50
per year which
natural beauty and, by 2029, CONSISTENT global brands

40%
which has grown look 50% of the has remained
18X FASTER than the shoppers will be consistent GROWTH IS HARD have grown
each year
industry with 4 in 10 Eco-Active
households buying
33%
Global penetration 2021

groceries online

9.2%
of Food & Beverage spend takes place BUT CONSISTENT GROWTH
Global Online Share of FMCG
out-of-home
CAN BE ACHIEVED THROUGH
7.2% FINDING MORE SHOPPERS GROWING BRANDS
win 1% penetration
BUT That for every A brand needs
Across the decade

1% 1.8M
4.8%
WHAT SMALL BRANDS BIGGER BRANDS
88%
of growing brands did
3.5% should aim for 0.5% should aim for 1.5%
2.5%
THIS exactly that – grew
penetration point gains penetration point gains
their penetration
1.7% MEANS of penetration extra shoppers today
than they did 10 years
1.3%
IS ago to stay at the
same level READ THE
2012 2013 2015 2017 2019 2021 2025
REPORT