Benjamin Cawthray’s Post

The Top 3 brands in a category capture almost 50% of the total volume share The average #1 brand across 22 countries and almost 1600 categories sells 29% of the volume sold in the category. This is more than the next 5 brands in the average category together. https://lnkd.in/eZ-AdJfY Europanel Worldpanel by Kantar #brand #fmcg

Across many #fmcg categories the contribution of a one percentage PL share difference affects different national brands as follows: 1️⃣ The average no1 brand loses 0.4% share (in line with its average share of the branded market of 42%). 2️⃣ The no2 – 10 brands lose 0.52%, slightly more than expected given their 47% share of the branded market. #️⃣ The non top ten brands lose 0.08%, less than expected given their 11% of the branded market – maybe a sign that retailers prune middle brands but add niche brands to signal variety. https://lnkd.in/eYW3cPgf Europanel Worldpanel by Kantar #brand #privatelabel

When comparing the price of new product launches with the price of the existing assortment of the brand, we find that launches are commanding a 12% premium. Top ranked brands are slightly more prone to exploit their equity: Top 3 brands on average sell their launches with a 16% premium, compared to 8% for the bottom three ranked brands (among Top 10 brands). https://lnkd.in/e_VecPFv Europanel Worldpanel by Kantar #innovation #fmcg #brand

Private label brands are on the rise, but fear not! How can your established FMCG brand differentiate itself and maintain consumer loyalty in this competitive landscape? Let's brainstorm strategies for emphasizing brand values, innovation, and unique selling propositions. #FMCG #PrivateLabel #CompetitiveAdvantages

Did you know 33% of last year's Top 30 Most Valuable Dutch Brands were retail brands? The Retail category, covering brands such as Spar, Action and Bol.com, has the highest number of brands in last year’s Top 30, followed by Alcohol which took up 13% of the brands in the ranking. Would you like to know more about which brands made it into Kantar BrandZ Most Valuable Dutch Brands in 2023? Download the report for free on https://lnkd.in/e_mznZue Are you curious which brands will be in the BrandZ Most Valuable Dutch Brands ranking in 2024? Sign up for our newsletter to stay updated! The new Top 30 will be revealed on April 25th! https://lnkd.in/g6KYJtZk #BrandZNL #MostValuableDutchBrands #marketing

Read our Consumer Panel Services GfK free Brand Footprint in Europe 2024 Report, which reveals the Top Most Chosen #FMCG Brands in Europe. It covers over 20 000 brands cross 21 markets in Europe and over 71 billion brand choices!   'Rising Above: How leading brands weather the storm' ➡️ https://hubs.la/Q02zXhRp0   The report offers a unique view on shopper preferences and a close look at the performance of #FMCG brands across Europe, a particularly challenging market environment during another year of economic instability. #cpsgfk #FMCG #BrandFootprint #branding #freereport

The high-inflation and Covid-19 period of 2019-2023 was far from doom and gloom for top brands. What can we learn from their success during this tough time? #brandstrategy #brands #consumerinsight

Did you know 33% of last year's Top 30 Most Valuable Dutch Brands were retail brands? The Retail category, covering brands such as Spar, Action and Bol.com, has the highest number of brands in last year’s Top 30, followed by Alcohol which took up 13% of the brands in the ranking. Would you like to know more about which brands made it into Kantar BrandZ Most Valuable Dutch Brands in 2023? Download the report for free on https://lnkd.in/gTAKFWX7 Are you curious which brands will be in the BrandZ Most Valuable Dutch Brands ranking in 2024? Sign up for our newsletter to stay updated! The new Top 30 will be revealed on April 25th! https://lnkd.in/eYASVbkm #BrandZNL #MostValuableDutchBrands #marketing

This week we look closer at winning and losing brands over the high-inflation and Covid-19 period of 2019-2023. We see that almost all winning brands grew penetration, and the top 15% brands increased reach by an impressive 88%. Less than half of winning brands grew frequency - not surprising as this period saw an average decline in purchase frequency. While Private Label saw dramatic gains between 2019 and 2023, this was in far from all categories. In categories where the top 15% winning brands compete, Private Label lost out. This proves that success of Private Label is not always a given, and that brands can fight to win back share. Does pricing also have an impact? Read more here: https://lnkd.in/dEtgaS9M #brandgrowth #brandstrategy #consumerinsights

Have you ever wondered why some private brands just seem to hit the mark perfectly? It's not just about affordability anymore; it's about quality and innovation too. Retailers with standout private brands are nailing it in three key areas: merchandising and brand building, insights-led product development, and next-generation sourcing These aren't just fancy terms—they're the magic ingredients that make your favorite store brands so irresistible. But here's the kicker: not every retailer will reap the rewards. In our latest article, my amazing colleagues Dymfke Kuijpers Patricio Ibáñez Ryan Drassinower Kaufman and I explore how retailers who are strategic about their private-brand portfolios can see a real boost in margins, consumer loyalty, and market share. Curious to know how they do it? Want to understand where these capabilities should fit into the organizational puzzle? Check out our insights and learn how to achieve private brand excellence. Dive into the full article here: https://lnkd.in/dTtmND6m