{"id":26437,"date":"2018-05-17T10:40:43","date_gmt":"2018-05-17T10:40:43","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/coca-cola-still-strongest-global-brands-local-brands-are-rise\/"},"modified":"2018-05-17T10:40:43","modified_gmt":"2018-05-17T10:40:43","slug":"coca-cola-still-strongest-global-brands-local-brands-are-rise","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/coca-cola-still-strongest-global-brands-local-brands-are-rise\/","title":{"rendered":"Coca-Cola blijft sterkste wereldmerk, lokale merken groeien"},"content":{"rendered":"

Coca-Cola, Colgate en Maggi zijn wereldwijd de populairste FMCG-merken, blijkt uit een nieuw rapport van Kantar Worldpanel. Lokale merken knabbelen echter aan het marktaandeel van de grote jongens.<\/p>\n

<\/p>\n

\u00a0<\/p>\n

Hoogste penetratie voor Colgate<\/h2>\n

Voor de zesde maal al publiceren de onderzoekers van Kantar Worldpanel <\/strong>hun top-50 van de populairste wereldmerken<\/a>. Ze analyseerden daarvoor meer dan 18.000 merken en een\u00a0miljard huishoudens in 43 landen op vijf continenten, tussen november 2016 en november 2017. Voor elk merk onderzochten ze hoeveel gezinnen het wereldwijd kopen, en hoe vaak.<\/p>\n

\u00a0<\/p>\n

Weinig verrassingen aan de top van de rangschikking: Coca-Cola en Colgate behouden de eerste en tweede plaats, Maggi springt van de vierde naar de derde plaats. Ook Lay\u2019s doet een goede zaak, met een sprong van de zevende naar de vijfde positie. Knorr komt de top tien binnen, Nestl\u00e9 tuimelt eruit. Colgate is overigens het enige merk in de hitparade dat door meer dan de helft van de wereldbevolking wordt gekocht \u2013 de penetratie bedraagt 62%. Maggi (van Nestl\u00e9) is het snelst groeiende wereldmerk. Unilever heeft van alle multinationals de sterkste merkenportefeuille met Lifebuoy, Sunsilk en Knorr in de top-10 en even verderop ook Dove, Lux en Sunlight.<\/p>\n

\u00a0<\/p>\n

Alternatieve kanalen<\/h2>\n

22 merken in de top-50 wisten hun positie te verstevigen, zegt Josep Montserrat, CEO van Kantar Worldpanel. Groei realiseren ze vooral in alternatieve kanalen als out-of-home, e-commerce, discounters, cash & carry en gemakswinkels. De studie toont wel aan dat lokale merken blijven groeien: in 2017 vertegenwoordigden ze al 64,6% van de totale bestedingen. Zij kunnen zich sneller aanpassen aan lokale noden en markttrends, luidt de verklaring. Wereldmerken verliezen aandeel in voeding, zuivel, huishoud- en verzorgingsproducten. Enkel in de drankencategorie winnen de wereldmerken nog aan gewicht.<\/p>\n

\u00a0<\/p>\n

Sterk groeiende regionale Europese merken zijn onder andere Pescanova (Spanje en Portugal), Bonne Maman (Frankrijk, Itali\u00eb, Verenigd Koninkrijk), Petit Navire (Frankrijk), Tate & Lyle (Verenigd Koninkrijk), Arla (Duitsland, Verenigd Koninkrijk, nu ook Benelux) en Alpro (Benelux, Duitsland, Verenigd Koninkrijk).\u00a0<\/p>\n

\u00a0<\/p>\n

De top tien<\/h2>\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\u00a0Maggi<\/td>\n\u00a0Nestl\u00e9<\/td>\n<\/tr>\n
\u00a04.<\/td>\n\u00a0Lifebuoy<\/td>\n\u00a0Unilever<\/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\u00a0Sunsilk<\/td>\n\u00a0Unilever<\/td>\n<\/tr>\n
\u00a010.<\/td>\n\u00a0Knorr<\/td>\n\u00a0Unilever<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

(Bron: Kantar Worldpanel)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Coca-Cola, Colgate en Maggi zijn wereldwijd de populairste FMCG-merken, blijkt uit een nieuw rapport van Kantar Worldpanel. Lokale merken knabbelen echter aan het marktaandeel van de grote jongens. \u00a0 Hoogste penetratie voor Colgate Voor de zesde maal al publiceren de onderzoekers van Kantar Worldpanel hun top-50 van de populairste wereldmerken. Ze analyseerden daarvoor meer dan […]<\/p>\n","protected":false},"author":1,"featured_media":26435,"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-26437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nCoca-Cola blijft sterkste wereldmerk, lokale merken groeien - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Coca-Cola, Colgate en Maggi zijn wereldwijd de populairste FMCG-merken, blijkt uit een nieuw rapport van Kantar Worldpanel. 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