Brand name leverage lower in Foods

Posted by Oliver Koll on Aug 12, 2015

cat_brandLooking at over 13000 brands (all of which are in the top 10) in 79 categories across 14 countries, there are substantial differences in the use of a brand name across categories and countries, that means, in the same category across countries, across categories in one country or in different categories in each country. The average food brand is present in 1.5 category/country combinations whereas the average personal care or household brand is present in more than 2 categories. Almost exactly 4000 companies make these brands and manufacturer concentration is comparable with fewer brands sold by food than personal care manufacturers. So food manufacturers and brands have to work in a much more varied competitive landscape than in household and especially personal care markets.