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Nescafé is the third largest megabrand behind Coca-Cola and Pepsi, says Euromonitor

MILAN — Nescafé is the world’s third largest fast moving consumer goods (FMCG) brand behind Coca-Cola and Pepsi, according to a Euromonitor International survey of the top 100 megabrands in the FMCG sector.

The study, which ranked brands by their retail sales value in 2017, analysed eight categories of products comprising packaged food, soft drinks, beauty, and personal care, consumer health, tissue and hygiene, home care, hot drinks, and pet care.

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The study reveals that global FMCG sales reached US$4.2trn in 2018 with Asia Pacific accounting for the biggest share at 29.5%, followed by North America at 21.2% and Western Europe at 21.1%.

According to Euromonitor International’s report, the top five megabrands are:

  • Coca-Cola is the world’s largest FMCG brand with Latin America accounting for 40% of the company’s global sales and Mexico being the single most important country for the brand.
  • Pepsi is the world’s second-largest soft drinks brand behind Coca-Cola. The US drove Pepsi’s success at US$3.5bn sales in 2017.
  • Nescafé is the leading hot drinks brand worldwide. Asia Pacific accounted for a third of Nescafé’s total retail sales in 2017, with Japan ranking as the top country for hot drink sales.
  • Lay’s is the world’s leading packaged food brand. The US led with sales of over US$6bn in 2017, counting for more than in Lay’s 20 next most successful countries combined.
  • L’Oréal Paris is the world’s leading beauty and personal care brand by sales, with China, its second-highest country for sales behind the US. The country is forecast to increase beauty and personal care sales by over 40% by 2022.

Tom Rees, industry manager at Euromonitor International, commented: “While several major brands have maintained their ranking for some time, the balance across the list is shifting. People’s attitudes to health and premiumisation are evolving and brands that cannot meet new realities have lost out. Changes in how people research and shop online are having a profound impact.

“Also, the importance of different regions of the world has changed for many of these megabrands, raising the question of where companies should focus their resources most effectively.”