VCCP’s Post

In a typical #fmcg category in #Europe the top ten brands account for >50% of volume share. The average no1 #brand sells about one quarter of the category’s volume, slightly less than the remaining top ten brands together. #PrivateLabel sits at 43% and non Top Ten Brands play a very small role only (6%). Some categories, however, are much more fragmented – with non Top Ten brands reaching a quarter of the volume or more (think beers, spirits, or cheese in selected markets). https://lnkd.in/et4JxUcC Europanel Worldpanel by Kantar

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

Everyone seems scared of the rise of Private Label. I think customers truly want to support BFY Mission driven brands - but not at a premium price. We have figured out how to be cost conscious by being vertically integrated and now we are using some of those saved $$ for sampling + story telling to gain “good brand karma” PL is here to stay and grow- as a CPG brand you have to figure out how to have a strong brand that is priced in line with PL. #cpg #brandbuilding

This is a great post from Arshad Bahl and some really interesting commentary. Check it out Food for thought: Since Private Label has done more and more to mimic what consumers love about emerging brands… What if emerging brands gave PL a taste of its own medicine and mimicked PL’s supply chain advantages (longer centralized production runs, efficient packaging/supply purchases inbound frieght efficiencies, reliable shelf placements, etc, etc.) Total Quality Logistics Flowspace Pod Foods

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

🚨 YouGov’s US Biggest Brand Movers for July are here! 🚨  In this month’s rankings, brands from a variety of different sectors cracked the top 10 including Smirnoff, Nestea, and Dick’s Sporting Goods.  👉 Watch the video below or click here to see which other brands made the top 10 and which brand claimed the top spot! https://lnkd.in/ei_uGAx4

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

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

In today's world, building a winning brand is harder than ever. But for brands that get it right, the prize is bigger—especially in Australia. In their second annual Go-to Brands Australia report, our colleagues at Lippincott surveyed over 6,000 Australian consumers across 60+ brands to pinpoint what do Go-to Brands do differently in the region and provide directive steps marketing leaders can take to supercharge growth. Want to learn more? Download a copy of the report today > https://owy.mn/3TjjBvE #Brands #Innovation

Everyone knows McDonald's and Coke, right? Apparently not. So what do these people who are unaware of these iconic brands look like? Dive into our latest blog to find out! https://lnkd.in/eCKM-e5h #mrx #blog #insights #thesamplelandscape