Kantar Worldpanel has released a ranking that shows which consumer packaged goods (CPG) companies are chosen by consumers most often. Unilever tops the list of CPG manufacturers with the highest global reach, with 15 brands ranked in the top 50. Proctor & Gamble, PepsiCo, and Coca-Cola also each have multiple brands ranked in the top 50 globally.
Nearly all (98 percent) of the growth these multinational brands are experiencing comes from emerging markets such as China and India. The report uses China as an example, noting that the country is experiencing high rates of e-commerce growth, with 25 percent of Chinese households having the ability to purchase products online.
As CPG brands continue to develop their global sales strategies, we feel it’s important that they think about their digital content early on. What online retailers will they use to sell their goods? What kind of localization and translation services do they need for these products? How will they maintain consistent brand messaging across markets?
You can read more about the study at consumergoods.edgl.com.
