{"id":13497,"date":"2016-05-25T10:36:27","date_gmt":"2016-05-25T10:36:27","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/not-be-underestimated-power-local-brands\/"},"modified":"2016-05-25T10:36:27","modified_gmt":"2016-05-25T10:36:27","slug":"not-be-underestimated-power-local-brands","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/not-be-underestimated-power-local-brands\/","title":{"rendered":"Niet te onderschatten: de kracht van lokale merken"},"content":{"rendered":"

Lokale merken in FMCG groeien sneller dan hun multinationale concurrenten. Coca-Cola<\/strong> blijft het populairste merk ter wereld, maar Colgate<\/strong> is het enige merk met een globale penetratie van meer dan 50%.\u00a0<\/p>\n

<\/p>\n

\u00a0<\/p>\n

58% van de marktgroei<\/h2>\n

Lokale en regionale FMCG-merken waren goed voor 46% van de totale consumentenbestedingen in 2015. Meer dan de helft (58%) van de totale marktgroei is toe te schrijven aan lokale merken. Lokale spelers groeiden met 6,2% vorig jaar, multinationale merken met 3,4%. Dat stelt het nieuwste Brand Footprint-rapport<\/a> van Kantar Worldpanel<\/strong>.\u00a0<\/p>\n

\nDat rapport analyseerde 300 miljard aankoopbeslissingen van \u00e9\u00e9n miljard huishoudens in 44 landen op vijf continenten, om te berekenen hoe vaak een merk werd gekozen door consumenten in de loop van het jaar.\u00a0<\/p>\n

\u00a0<\/p>\n

Groeipotentieel door e-commerce\u00a0<\/h2>\n

Lokale merken staan vooral sterk in Azi\u00eb, Latijns-Amerika en sommige delen van Europa, zoals Spanje. In China vertegenwoordigen lokale merken wel 75% van de aankoopbeslissingen. De drie sterkste lokale merken van 2015 zijn Chinees: Yili<\/strong>, Mengnui<\/strong> en Bright<\/strong>.<\/p>\n

\nDat wil echter niet zeggen dat wereldmerken geen toekomst hebben. Binnen de top tien wisten Lifebuoy<\/strong> (Unilever<\/strong>), Lay\u2019s<\/strong> (PepsiCo<\/strong>) en Dove<\/strong> (Unilever) hun score te verbeteren en minstens \u00e9\u00e9n plaats te stijgen in de rangschikking van Kantar Worldpanel. Vooral e-commerce houdt een mooi groeipotentieel in voor wereldmerken: hier zijn ze dominant.\u00a0<\/p>\n

\u00a0<\/p>\n

Coca-Cola op \u00e9\u00e9n<\/h2>\n

Er zijn nog zekerheden: Coca-Cola blijft het populairste merk ter wereld. Het staat op de eerste plaats in tien landen. Colgate is de wereldleider in health & beauty, Downy<\/strong> is het eerste huishoudmerk.\u00a0<\/p>\n

\nEen sterke stijger is het Italiaanse pastamerk Barilla<\/strong>, dat vijf plaatsen klimt in de merkenhitparade. Ook Close-Up<\/strong>, een tandpastamerk van Unilever in het Midden-Oosten, stijgt vijf plaatsen. Dettol <\/strong>nadert de top 50 en Colgate wist voor het tweede jaar op rij de meeste nieuwe shoppers te rekruteren. Het is het enige merk dat wereldwijd gekocht wordt door meer dan de helft van de gezinnen. Het Indonesische noedelmerk Indomie<\/strong> komt de top tien binnen.\u00a0<\/p>\n

\u00a0<\/p>\n

De top tien wereldmerken volgens Kantar Worldpanel<\/h2>\n

\u00a0<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\u00a0Rang<\/strong><\/td>\n\u00a0Merk<\/strong><\/td>\n\u00a0Fabrikant<\/strong><\/td>\n<\/tr>\n
\u00a01<\/td>\n\u00a0Coca-Cola<\/td>\n\u00a0The Coca-Cola Company<\/td>\n<\/tr>\n
\u00a02<\/td>\n\u00a0Colgate<\/td>\n\u00a0Colgate-Palmolive<\/td>\n<\/tr>\n
\u00a03<\/td>\n\u00a0Lifebuoy<\/td>\n\u00a0Unilever<\/td>\n<\/tr>\n
\u00a04<\/td>\n\u00a0Maggi<\/td>\n\u00a0Nestl\u00e9<\/td>\n<\/tr>\n
\u00a05<\/td>\n\u00a0Lay’s<\/td>\n\u00a0PepsiCo<\/td>\n<\/tr>\n
\u00a06<\/td>\n\u00a0Pepsi<\/td>\n\u00a0PepsiCo<\/td>\n<\/tr>\n
\u00a07<\/td>\n\u00a0Nescaf\u00e9<\/td>\n\u00a0Nestl\u00e9<\/td>\n<\/tr>\n
\u00a08<\/td>\n\u00a0Indomie<\/td>\n\u00a0Indofood<\/td>\n<\/tr>\n
\u00a09<\/td>\n\u00a0Knorr<\/td>\n\u00a0Unilever<\/td>\n<\/tr>\n
\u00a010<\/td>\n\u00a0Dove<\/td>\n\u00a0Unilever<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Lokale merken in FMCG groeien sneller dan hun multinationale concurrenten. Coca-Cola blijft het populairste merk ter wereld, maar Colgate is het enige merk met een globale penetratie van meer dan 50%.\u00a0 \u00a0 58% van de marktgroei Lokale en regionale FMCG-merken waren goed voor 46% van de totale consumentenbestedingen in 2015. Meer dan de helft (58%) […]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-13497","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nNiet te onderschatten: de kracht van lokale merken - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/not-be-underestimated-power-local-brands\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Niet te onderschatten: de kracht van lokale merken - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Lokale merken in FMCG groeien sneller dan hun multinationale concurrenten. 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