Grocery Spend in Emerging Markets Overtook Developed Markets for the First Time in 2016 - Kantar Worldpanel

LONDON, May 24, 2017 /PRNewswire/ --

- Emerging market spend on FMCG grew by $34 billion in 2016, up +6% vs last year, while developed markets sales were flat

- Kantar Worldpanel's fifth annual Brand Footprint study is published today, ranking the most chosen FMCG brands across the world and revealing a macro view on the global FMCG industry

- Key facts: brands 

• Coca-Cola remains the world's most chosen brand-for the fifth year running
• Colgate is the second most chosen brand in the ranking and is the only brand chosen by more than 50% of the global population
• Dettol is the fastest rising brand in the ranking, breaking into the Top 50 for the first time
• Sunsilk is new in the Top 10 with a 12% rise in Consumer Reach Points
  

- Key facts: the global FMCG industry 

• Each branded consumer decision is worth $1.92
• Emerging markets account for 51% of FMCG spend
• Local brands account for 72% of FMCG market growth in 2016

Emerging markets now account for 51% of global spending on fast-moving-consumer-goods, rising from 48% in just three years. This is the key finding from the latest Kantar Worldpanel Brand Footprint report, which today launches its annual Top 50 ranking of the world's most chosen FMCG brands.

Kantar Worldpanel's analysis also shows that, with developed markets barely growing, emerging countries were responsible for all of the FMCG value growth in 2016, adding $34 billion to the global industry throughout the year. The countries contributing most to this value growth include Russia (14%), Sri Lanka (9%), Indonesia (6%) and the Philippines (6%).

FMCG growth rates by region
Global grocery spend growth slowed down to 3% last year, dropping from 4% growth in 2015, but this varies significantly by country. The Africa and Middle East regions enjoyed an 8% value growth in FMCG. Headline sales also grew quickly in Latin America with year-on-year spend increasing by 9%-largely buoyed by soaring inflation.

The United States and Europe continued to suffer dampened growth last year: the former saw growth rates flatline, down from 1% growth in 2015; the latter fell from 4% to 2% growth in the same period. Asia suffered the most profound slowdown last year, however-falling from 6% value growth in 2015 to 2% in 2016.