{"id":33394,"date":"2019-05-21T12:47:52","date_gmt":"2019-05-21T12:47:52","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/coca-cola-worlds-biggest-brand-unilever-strongest-manufacturer\/"},"modified":"2019-05-21T12:47:52","modified_gmt":"2019-05-21T12:47:52","slug":"coca-cola-worlds-biggest-brand-unilever-strongest-manufacturer","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/coca-cola-worlds-biggest-brand-unilever-strongest-manufacturer\/","title":{"rendered":"Coca-Cola is grootste wereldmerk, Unilever sterkste fabrikant"},"content":{"rendered":"

Coca-Cola, Colgate en Maggi blijven de grootste consumentenmerken ter wereld. De sterkste stijger in de rangschikking is Vim, maar groeien wordt steeds moeilijker voor FMCG-merken. De sleutel: werk op penetratie en vergeet de oudere consument niet.<\/p>\n

<\/p>\n

\u00a0<\/p>\n

Unilever heerst<\/h2>\n

Elk jaar publiceren de onderzoekers van Kantar Worldpanel hun lijst van de vijftig populairste wereldmerken<\/a>. Ze analyseerden voor de zevende editie van hun Brand Footprint Report opnieuw meer dan 21.400 merken en een miljard huishoudens in 49 landen op vijf continenten, tussen november 2017 en november 2018. Voor elk merk onderzochten ze hoeveel gezinnen het wereldwijd kopen, en hoe vaak. We zien weinig verrassingen aan de top van de rangschikking: Coca-Cola, Colgate en Maggi bezetten de eerste drie plaatsen, net als vorig jaar. De vijf sterkste groeiers vorig jaar waren de merken Vim, Kinder, Brooke Bond, Dettol en Doritos.\u00a0<\/p>\n

\u00a0<\/p>\n

Unilever is de best presterende fabrikant in de rangschikking, vertegenwoordigd met wel zeventien merken waarvan er zes vaker dan \u00e9\u00e9n miljard keer gekocht werden in 2018: Lifebuoy, Sunsilk, Knorr, Dove, Lux en Sunlight.<\/p>\n

\u00a0<\/p>\n

Het belang van vijftigplussers<\/h2>\n

Groei blijft een enorme uitdaging voor FMCG-merken. De markt vertraagt, de consumptie daalde met 2,1%, en wel 54% van de onderzochte merken ging achteruit. 84% van de merken in de top-50 stonden er vijf jaar geleden ook al in, maar slechts vier merken slaagden erin om \u00e9lk jaar te groeien: Dettol, Dove, Nivea en Vim. Dat zijn opmerkelijk genoeg alle vier merken die al meer dan honderd jaar oud zijn, niet bepaald \u2018digital natives\u2019 dus.\u00a0<\/p>\n

\u00a0<\/p>\n

Het klopt w\u00e9l dat alle retailers en alle merken een online aanwezigheid moeten uitbouwen. Maar: even belangrijk is het inzicht dat vijftigplussers belangrijker zijn voor FMCG-merken dan Millennials en Generatie Z bij elkaar opgeteld. Een andere trend is de vervaging tussen verschillende kanalen, meer bepaald tussen retail en out-of-home. Blurring, heet dat. En de nieuwe wereld rukt op: tien Indiase en Chinese merken zouden vlot in de top-25 komen als ze aan wereldwijde expansie zouden doen, zegt Kantar. \u00a0<\/p>\n

\u00a0<\/p>\n

De sleutel tot groei blijft penetratie: meer shoppers bereiken, aanwezig zijn in meer markten, meer categorie\u00ebn, mikken op nieuwe noden, op meer consumptiemomenten.<\/p>\n

\u00a0<\/p>\n

De top tien wereldmerken volgens Kantar Worldpanel<\/strong><\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n
\u00a0Rang<\/td>\n\u00a0Merk<\/td>\n\u00a0Fabrikant<\/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\u00a0Dove<\/td>\n\u00a0Unilever<\/td>\n<\/tr>\n
\u00a09<\/td>\n\u00a0Sunsilk<\/td>\n\u00a0Unilever<\/td>\n<\/tr>\n
\u00a010<\/td>\n\u00a0Indomie<\/td>\n\u00a0Indofood<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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

Coca-Cola, Colgate en Maggi blijven de grootste consumentenmerken ter wereld. De sterkste stijger in de rangschikking is Vim, maar groeien wordt steeds moeilijker voor FMCG-merken. De sleutel: werk op penetratie en vergeet de oudere consument niet. \u00a0 Unilever heerst Elk jaar publiceren de onderzoekers van Kantar Worldpanel hun lijst van de vijftig populairste wereldmerken. Ze […]<\/p>\n","protected":false},"author":1,"featured_media":33392,"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-33394","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nCoca-Cola is grootste wereldmerk, Unilever sterkste fabrikant - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Coca-Cola, Colgate en Maggi blijven de grootste consumentenmerken ter wereld. 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