{"id":48871,"date":"2021-05-21T09:45:44","date_gmt":"2021-05-21T09:45:44","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/covid-made-big-fmcg-brands-even-bigger\/"},"modified":"2021-05-21T09:45:44","modified_gmt":"2021-05-21T09:45:44","slug":"covid-made-big-fmcg-brands-even-bigger","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/covid-made-big-fmcg-brands-even-bigger\/","title":{"rendered":"Coronavirus maakte grote FMCG-merken nog groter"},"content":{"rendered":"<p><strong>Coca-Cola<\/strong> bleef ook in 2020 het grootste merk ter wereld, maar <strong>Dettol<\/strong>, <strong>Lifebuoy<\/strong> en <strong>Vim<\/strong> zijn de onbetwiste winnaars van de lockdown. Shoppers grepen tijdens de pandemie terug naar de merken die ze het best kenden en dat effect speelt nog sterker online.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Opmerkelijke heropleving<\/h2>\n<p>Elk jaar publiceren de onderzoekers van Kantar Worldpanel hun lijst van de vijftig populairste wereldmerken. Voor de negende editie van hun Brand Footprint studie <a href=\"https:\/\/kantar.turtl.co\/story\/brand-footprint-2021-p\/page\/1\">namen ze 23.500 merken onder de loep<\/a> in 54 markten die 73% van de wereldbevolking vertegenwoordigen en goed zijn voor 89% van het mondiale bruto binnenlands product. Voor elk merk onderzochten ze hoeveel gezinnen het wereldwijd kopen, en hoe vaak. De score drukken ze uit in \u2018Consumer Reach Points\u2019 of CRP\u2019s: het aantal gezinnen in een land vermenigvuldigd met het percentage gezinnen dat merk X koopt, vermenigvuldigd met het aantal interacties met dat merk gedurende een jaar.<br \/>\n\u00a0<\/p>\n<p>Wat blijkt? De impact van de coronacrisis was uiteraard groot. In de jaren 2017, 2018 en 2019 was de volumegroei in de FMCG-sector gezakt tot zowat 2 tot 3 procent per jaar. Maar in 2020 volgde er een opmerkelijke heropleving met een groei van 10%. 29 van de 50 grootste wereldmerken kenden dan ook een groei van de thuisconsumptie in 2020, het grootste aantal in het bestaan van de Brand Footprint, die voor het eerst verscheen in 2013. Niet alle categorie\u00ebn profiteerden van de pandemie: voedingsmerken groeiden het sterkst, verzorgingsmerken het minst. De buitenhuisconsumptie kende logischerwijs een sterke daling.<\/p>\n<p>\u00a0<\/p>\n<h2>Penetratie als groeimotor<\/h2>\n<p>88% van de winnende merken, wonnen door meer shoppers aan te trekken. In 2019 was dat 84%. Penetratie blijft de belangrijkste groeimotor. Het onderzoek wees ook uit dat grote merken (met een wereldwijde penetratie van meer dan 30%) sterker groeien, wat erop wijst dat shoppers tijdens de pandemie teruggrepen naar de merken die ze het best kenden. Dat effect speelt nog sterker online: e-commerce bevoordeelt vooral de grote, bekende merken.<br \/>\n\u00a0<\/p>\n<p>De hitparade van wereldmerken is relatief stabiel. Over de laatste vijf jaar behielden 44 merken hun positie in de top 50. Negen merken behielden hun plaats in de top tien. Dit jaar was er in de hele top 50 slechts \u00e9\u00e9n nieuwkomer: het Amerikaanse <strong>Campbell\u2019s<\/strong>. Vier merken wisten de afgelopen vijf jaar met tien of meer plaatsen te stijgen in de rangschikking: Brooke Bond, Close-Up, Dettol en Vim. Slechts drie merken uit de oorspronkelijke top 50 in 2013 slaagden er sindsdien in om elk jaar opnieuw te groeien: Dove, Vim en Dettol.<\/p>\n<p>\u00a0<\/p>\n<h2>De toppers<\/h2>\n<p>Coca-Cola en Colgate blijven de top tien van de wereldmerken aanvoeren, maar \u2018eeuwige derde\u2019 Maggi moet z\u2019n plaats afstaan aan Lifebuoy, het handzeepmerk van Unilever. Dettol, Lifebuoy en Vim zijn de grote winnaars van de lockdown: zij kenden wereldwijd vorig jaar de sterkste groei in penetratie. Dettol kende afgelopen jaar zelfs de sterkste groei in penetratie ooit. Het merk wist 69 miljoen nieuwe consumenten aan te trekken. Het verband met de coronapandemie ligt voor de hand. Ook Maggi, Oreo en Heinz mochten een mooie groei optekenen, gevolgd door Palmolive, Lay\u2019s, Barilla en Coca-Cola.<br \/>\n\u00a0<\/p>\n<p>Ook online is Coca-Cola het meest gekozen merk. Opmerkelijk maar niet geheel verrassend is de sterke onlinegroei voor snackmerken als Lay\u2019s en Oreo. De hele wereld begon wat meer te snoepen in tijden van lockdown, en bestelde dus ook meer lekkernijen online\u2026<\/p>\n<p><strong>De grootste FMCG-merken<\/strong><\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"\/sites\/default\/files\/kantar%20top%2025.jpg\" style=\"height:399px;width:600px\" \/><\/p>\n<p><strong>De FMCG-merken die het vaakst online worden gekocht<\/strong><\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"\/sites\/default\/files\/kantar%20online.jpg\" style=\"height:405px;width:600px\" \/><\/p>\n<p>\u00a0<\/p>\n<p><strong>De sterkste groeiers<\/strong><\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"\/sites\/default\/files\/kantar%20groeiers.jpg\" style=\"height:604px;width:600px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Coca-Cola bleef ook in 2020 het grootste merk ter wereld, maar Dettol, Lifebuoy en Vim zijn de onbetwiste winnaars van de lockdown. Shoppers grepen tijdens de pandemie terug naar de merken die ze het best kenden en dat effect speelt nog sterker online. \u00a0 Opmerkelijke heropleving Elk jaar publiceren de onderzoekers van Kantar Worldpanel hun [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":48869,"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-48871","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Coronavirus maakte grote FMCG-merken nog groter - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Coca-Cola 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