FDBusiness.com

Local Brands are Winning in UK’s FMCG Market

 Breaking News
  • AB InBev to Sell Australian Business For US$11.3 Billion to Asahi Group Anheuser-Busch InBev has agreed to divest Carlton & United Breweries (CUB), its Australian subsidiary, to Asahi Group Holdings for Au$16.0 billion, (US$11.3 billion) in enterprise value. The transaction represents an implied multiple of 14.9x 2018 normalised EBITDA. As part of this transaction, AB InBev will grant Asahi Group Holdings rights to commercialise the portfolio of AB [...]...
  • UK Spirits Boom Shows No Signs of Slowing Spirits producers across the UK are gearing up to dramatically increase production over the next 12 months amid signs that the boom in UK spirits is set to continue, according to research conducted by a campaigning alliance that has just been launched. A poll by Survation for the newly-established UK Spirits Alliance has found that 65 [...]...
  • Mondelēz International Completes Acquisition of Majority Interest in Perfect Snacks Mondelēz International has completed its acquisition of a majority interest in Perfect Snacks®, a pioneer in the fast-growing refrigerated nutrition bars segment with a range of offerings including Perfect Bar, The Original Refrigerated Protein Bar™, and Perfect Snacks’ other lines of organic, non-GMO, nut-butter based protein bars and bites. “The Perfect Snacks majority acquisition further expands [...]...
  • Interim Revenue and Profits Up at Nichols Nichols, the UK-based soft drinks group, has reported a 10.2% increase in revenue to £71.6 million and a 2.0% rise in profit before tax to £13.3 million for the half year ended 30 June 2019, compared to the corresponding period in the previous year. EBITDA increased by 9.7% to £15.3 million. To support the trading [...]...
  • First Milk Announces Proposed Changes at Scottish Creameries First Milk, the UK dairy co-operative, has announced the commencement of employee consultation about proposed changes at its Scottish Creameries. The Scottish Creameries were put up for sale in April 2018 when First Milk announced that its Campbeltown and Arran Creameries were not core to its business strategy for the future. Despite significant effort over the [...]...

Local Brands are Winning in UK’s FMCG Market

Local Brands are Winning in UK’s FMCG Market
May 19
14:42 2014

Kantar Worldpanel’s 2014 barometer of the UK’s most chosen FMCG brands reveals that local brands are winning, with UK favourites such as Warburtons, McVities and Cadbury’s Dairy Milk all coming in the top 10.

The Brand Footprint ranking reveals the brands that are being bought by the most consumers, the most often. Warburtons leads the ranking as the UK’s most chosen brand, picked an average of 25 times a year by 86% of UK households. It is joined in the top 10 by fellow British brands McVities (bought 14 times per year by 89% of UK households), Hovis (15 times by 74%), Kingsmill (14 times by 74%), Walkers (11 times by 73%) and Cadbury’s Dairy Milk (9 times by 73%).

Alison Martin, director at Kantar Worldpanel, explains: “The world consumer market continues to be dominated by a small number of global brands, but inBritainwe’re opting for local names. Classic British brands such as Warburtons and McVities have a rich understanding of their consumers, create products that are tailored to the tastes of their home market and deliver marketing and messaging that appeal to the domestic audience. Warburtons’ ‘One’s bun is done’ advertisement – which tied into the royal birth of Prince George – is a particularly good example of a bespoke campaign. In the post-horsegate world we’re more conscious than ever of provenance and look for brand names that we know and trust.”

Kantar Worldpanel’s global Brand Footprint ranking shows that domestic brands are performing strongly across the world. Local brands – those that exist in just one country – are growing almost twice as fast as global brands.

Alison Martin continues: “Local brands across the globe are winning in their home markets, backed by an in-depth knowledge of their consumers. The lesson for large global brands is to adapt their products to suit local tastes and create campaigns which connect with local cultures. Conversely, British brands looking to grow overseas will need to think carefully about whether their product and messaging translates abroad and consider the challenges that different retail environments pose.”

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • October 17, 2019Future Food-Tech
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here



Advertisements