Barilla and Oreo, in “Brands of the Decade” Top

Brands of the Decade, a Kantar new analysis of shopper behavior since 2012, shows that, in 2021, branded FMCG items were chosen a total of 382 billion times, up 16% compared to a decade before.

Kantar has identified eleven Brands of the Decade – the brands which saw the biggest growth in their respective categories. These brands accounted for 25.1bn (6.6%) of purchases, up from 19.2bn (5.8%) in 2012. The growth rate of these brands was 31% over the decade, almost double the total branded market’s growth rate. In Cannes to announce the ‘Brands of the Decade’, Kantar, the world’s leading marketing data and analytics company, identified Coca Cola as the most chosen brand in the past 10 years and Vim as the world’s fastest growing FMCG brand according to consumer decisions made.

Barilla, an Italian-based international company, is the largest pasta maker in the world. Oreo is a sandwich cookie produced by Nabisco, owned by Mondelez International, one of the largest FMCG companies in the world, present in 160 countries.

Kantar’s analysis of 10 years of actual global shopping habits uncovers that increasing penetration; the percentage of households that choose a brand is key to growth. In the decade since 2012, the number of households globally has increased by 17% to ~1.2 billion, as the population has risen and grown-up children have established their own households. Across these 11 brands, growth in penetration accounted for an average of 87% of their growth, meaning that ensuring children establishing their own homes make the same shopping choices as their parents is key to long-term success.

One consistent feature across the decade is the average number of FMCG brands chosen per year. This has remained consistent at 55 brands per household. Breaking into this ‘go-to groceries’ list is key to growth for brands, big and small. The average spend on branded groceries has increased from USD730 per year in 2012 to USD862 in 2021. Since 2012, the world’s biggest brands have been consolidating their presence. In 2021, the average household purchased 3.2 of the ‘Brands of the Decade’, compared to 2.8 in 2012.