FMCG e-commerce: Asia sets the tone

FMCG e-commerce: Asia sets the tone


Isn’t it convenient and less time consuming to sit at home or in your office and do your shopping online? Your preferred retailer delivers your […]


posted by: Oliver Koll
Private Label lags behind Online

Private Label lags behind Online


Private Labels (PL) have become a dominant part of the assortment of many grocery retailers. But is PL equally prominent in online as in offline […]


posted by: Oliver Koll
Baskets online still much larger than offline

Baskets online still much larger than offline


Online trips on average are still infrequent and baskets typically feature lower PL shares than offline trips. But what about basket size? There are good […]


posted by: Oliver Koll
Why shoppers stick or switch

Why shoppers stick or switch


In a brand owner’s ideal world all buyers of the brand would be loyal and no one would switch to any other brand. Clearly, if […]


posted by: Oliver Koll
Categories and their ceiling

Categories and their ceiling


A category’s popularity in a country depends on history, cultural and consumption habits as well as marketing activities of brands and retailers. To understand the […]


posted by: Oliver Koll
Do dinosaur brands face extinction?

Do dinosaur brands face extinction?


Big brands cannot grow their shares infinitely. Besides the obvious limit (there are only a 100 share points to distribute), new brands (and Private Label) […]


posted by: Oliver Koll
FMCG and the Environment: Lots of questions, few answers.

FMCG and the Environment: Lots of questions, few answers.


Reducing and recycling waste requires a systematic effort from many stakeholders. Currently, retailers and manufacturers sometimes replace plastic packaging with paper-based and biodegradable alternatives. This […]


posted by: Oliver Koll
Nutrition claims: Do they impact choice?

Nutrition claims: Do they impact choice?


No sugar added. High in protein. With added vitamin C. Many products carry at least one nutrition claim emphasizing healthiness. At the shelf, shoppers often […]


posted by: Oliver Koll
Portfolio sizes differ by market

Portfolio sizes differ by market


Two out of three manufacturers are single brand single category players. What about the brand portfolio size and category scope of manufacturers with a larger […]


posted by: Oliver Koll
Brand Portfolio Strategies

Brand Portfolio Strategies


Brand architecture helps manufacturers to structure their different brands in a systematic way. Two main strategies exist: A Branded House strategy relies on one leading […]


posted by: Oliver Koll
House of Brands beats Branded House*

House of Brands beats Branded House*


The share a brand commands is the consequence of many past actions. The decision about brand portfolios is only one of these actions. Linking share […]


posted by: Oliver Koll
The premiumization trade-off

The premiumization trade-off


Over the past four years about an equal number of the thousands of brands in the BG20 database has increased, decreased or not changed their […]


posted by: Oliver Koll
Premium brands – selection is key

Premium brands – selection is key


High price brands do not prosper everywhere. Amongst top ten brands they are disproportionately frequent in Western Europe and in petfood categories: Examples of categories […]


posted by: Oliver Koll
The Size of the Price

The Size of the Price


Selling at a high price point presents opportunities as well as challenges. On the one hand a high-price strategy can pay off as brands get […]


posted by: Oliver Koll
Green packaging? Not for mainstream brands!

Green packaging? Not for mainstream brands!


These days eco-friendly products hit store shelves regularly: Companies incorporate a green mind-set into their product and branding to meet many shoppers’ aspirations for sustainable […]


posted by: Oliver Koll
Small brands: More from less

Small brands: More from less


Big brands are attractive for most retailers because they are able to increase shelf turnover, enjoy high equity and drawing power. Big retailers are attractive […]


posted by: Oliver Koll
Age doesn’t hinder brand growth

Age doesn’t hinder brand growth


Is it really only young upcoming brands that thrive or are their more established peers holding up? We examined the performance of 169 top three […]


posted by: Oliver Koll
Rising Stars: Category matters

Rising Stars: Category matters


Rising brands are found more often in specific geographic areas. Besides location, do we also find sweet spots in terms of categories for such brands […]


posted by: Oliver Koll
Rising Stars and their Marketing

Rising Stars and their Marketing


Europe and Latin America are promising hosts for small brands to grow, as are household categories and categories with a high PL share. We now […]


posted by: Oliver Koll
Rising Stars: How and where small brands break through

Rising Stars: How and where small brands break through


Coccolino, Fever-Tree, or La Campagnola have a common denominator: They are small brands able to increase their penetration substantially over a short period of time. […]


posted by: Oliver Koll
Brand price premium varies substantially

Brand price premium varies substantially


Private labels (PL) challenge national brands by taking away sales, eroding consumer brand equity and squeezing price levels. However, national brands (NB) continue to capitalize […]


posted by: Oliver Koll
Big brands keep more buyers

Big brands keep more buyers


One way to assess loyalty in FMCG is the ability to keep buyers from one year to the next. Given the massive choice, abundance of […]


posted by: Oliver Koll
Brand leaders often cheaper than their peers

Brand leaders often cheaper than their peers


National brands on average manage to charge a substantial price premium compared to private labels. But do market leaders achieve this more easily than smaller […]


posted by: Oliver Koll
Want to come across more human? Use handwritten typefaces!

Want to come across more human? Use handwritten typefaces!


Manufacturers increasingly emphasize humanness in their packaging design by using typefaces that appear handwritten. Think of brands like Lindt with its Hello Chocolate bars, Rachel’s […]


posted by: Oliver Koll
Pack sizes: When offerings and preferences diverge

Pack sizes: When offerings and preferences diverge


Besides the oft-cited examples of manufacturers reducing established pack sizes to hide price increases, several socio-economic and behavioural trends (e.g.: more single households, health consciousness, […]


posted by: Oliver Koll
Winners up their pack sizes

Winners up their pack sizes


This blog aims to add more nuance to our understanding of pack size changes. We investigate how pack size changes are linked to a product’s […]


posted by: Oliver Koll
Share from Innovation: Not necessarily a good indicator of success!

Share from Innovation: Not necessarily a good indicator of success!


“Share from new products” which shows how much a brand’s new offerings contribute to its total sales is often a measure of innovation success. Looking […]


posted by: Oliver Koll
New product incrementality matters to growth

New product incrementality matters to growth


Brands have to innovate and this should pay off via an increase in market share. We compare how market share winners and market share losers […]


posted by: Oliver Koll
Retail Availability and Sales

Retail Availability and Sales


Higher distribution always pays off, but how much? A recent study investigates distribution elasticity in Systembolaget, which has a monopoly on alcohol sales in Sweden. […]


posted by: Oliver Koll
Once is not enough

Once is not enough


Summary Duration: 01:24   Part 01: Growth Duration 04:37   Part 02: Occasions Duration: 03:38   Part 03: Levers Duration: 2:43


posted by: europanel
Top brands do better in Asia and South America than in Europe or the US

Top brands do better in Asia and South America than in Europe or the US


Two of the most widely used (and highly correlated) measures for a brand’s strength are market share and relative penetration (the percentage of category buyers […]


posted by: Oliver Koll
Growing penetration is hard, even for leading brands

Growing penetration is hard, even for leading brands


Increasing buyer numbers is the most promising avenue for brands to achieve growth. We looked at the ability of brands to attract more buyers between […]


posted by: Oliver Koll
Category purchase frequency impacts share of leading brands and private labels

Category purchase frequency impacts share of leading brands and private labels


Shopping frequency for a category increases with higher consumption levels, higher storage needs, perishability or the level of impulse purchasing. It may also be the […]


posted by: Oliver Koll
Small vs. large basket trips

Small vs. large basket trips


Missions impact the composition of shopping baskets: Consumers may shop spontaneously and buy little on a trip or alternatively plan to refill empty cupboards and […]


posted by: Oliver Koll
Promotions and popular events

Promotions and popular events


Popular events like the Olympic games, Formula One, the Eurovision Song Contest or the Wimbledon Championships represent excellent occasions for brands to communicate to a […]


posted by: Oliver Koll
Physical availability and brand size

Physical availability and brand size


In FMCG, brands rely on retailers for their physical availability. To understand the relationship between availability and brand size we examine physical presence of national […]


posted by: Oliver Koll
Premiumisation in FMCG: Difficult to Achieve

Premiumisation in FMCG: Difficult to Achieve


Premiumisation is a challenging avenue for growth in FMCG given the focus on low prices in the marketing communication of both retailers and manufacturers. We […]


posted by: Oliver Koll
Private labels still selling at substantial discounts versus national brands

Private labels still selling at substantial discounts versus national brands


Retailers originally established private labels as low-priced alternatives for price-conscious shoppers. Nowadays, private labels in many categories have become very sophisticated often matching top-tier national […]


posted by: Oliver Koll
Underpriced Innovations!?

Underpriced Innovations!?


Pricing a new product is tough: Charge too much and it won’t sell. Charge too little and forgo revenue or undermine brand equity. But at […]


posted by: Oliver Koll
Do good things come with smaller packages?

Do good things come with smaller packages?


Manufacturers regularly use different pack sizes to meet a variety of needs. It’s easy to imagine drinking a can of coke for lunch, a large […]


posted by: Oliver Koll
A typology of pack sizes and variety

A typology of pack sizes and variety


Brand manufacturers and retailers are eager to meet consumers’ variety needs. Given the diversity of consumers’ tastes and preferences, offering a wide assortment increases the […]


posted by: Oliver Koll
Shrinkflation: Smaller packages substantially more expensive

Shrinkflation: Smaller packages substantially more expensive


It is not a secret that smaller pack sizes are usually more expensive per gram or liter than larger ones. Examples of brands that have […]


posted by: Oliver Koll
Downsizing: Smaller packs hurt volumes

Downsizing: Smaller packs hurt volumes


Brand manufacturers provide choice not only via variety of assortment but also variety of pack sizes. Recently, smaller pack sizes have become fashionable to respond […]


posted by: Oliver Koll
Half of all brands face in-house competition

Half of all brands face in-house competition


About 30% of families in New York only have one child1. Imagine that: no competition between you and your siblings, but with it, a loss […]


posted by: Oliver Koll
Healthy Diets – Empty Wallets

Healthy Diets – Empty Wallets


Today, consumers have various concerns when choosing food and these considerations can often be overwhelming; too much fat, too much sugar, not convenient, too expensive. […]


posted by: Oliver Koll
European consumers shop less: Do brands need to worry?

European consumers shop less: Do brands need to worry?


Across Europe* shoppers are visiting FMCG retailers less frequently, with the average number of visits per shopper declining by 2.2%between 2012 and 2015. The resulting […]


posted by: Oliver Koll
Buyer churn: 50% does not equal half your sales

Buyer churn: 50% does not equal half your sales


FMCG brands struggle to keep more than 50% of last year’s buyers – especially if they are small and compete in rarely purchased categories. This […]


posted by: Oliver Koll
What’s the Occasion? Brand growth!

What’s the Occasion? Brand growth!


We have previously shown that the most effective way to drive brand growth is by attracting additional buyers (i.e. foster penetration), but fundamentally, brand sales […]


posted by: Oliver Koll
Innovation, Innovation, Innovation

Innovation, Innovation, Innovation


For a brand, the launch of new products can have many benefits, such as exciting consumers, outplaying competitors, keeping brand image dynamic, satisfying retailers and/or […]


posted by: Oliver Koll
High contribution of new products in many Personal Care categories

High contribution of new products in many Personal Care categories


Across categories and brands, innovations are seen as a vital requirement to remain relevant, increase sales and gain new buyers. However, not all areas of […]


posted by: Oliver Koll
Winners Add, Losers Replace

Winners Add, Losers Replace


How do new products impact growth and decline of brands? At first glance, it seems they don’t: The 15% fastest growing brands get a similar […]


posted by: Oliver Koll
In Manufacturer vs Retailer… Manufacturer Wins

In Manufacturer vs Retailer… Manufacturer Wins


Retailer and manufacturer battles have been in the news lately across Europe, with some high profile cases making it difficult for some consumers to buy […]


posted by: Oliver Koll
High Frequency Means Many Buyers!

High Frequency Means Many Buyers!


It probably won’t come as a surprise that categories that are purchased at least 20 times per year are also categories that are purchased by […]


posted by: Oliver Koll
The usual suspect:  Penetration!

The usual suspect: Penetration!


Earlier this year we identified three ingredients for brand size: Penetration – How many consumers purchase a brand? Frequency – How often do consumers purchase […]


posted by: Oliver Koll
Distribution vs penetration thresholds

Distribution vs penetration thresholds


High distribution (i.e. the share of all relevant outlets where a brand is on sale) plays a major role in determining a brand’s penetration (i.e., […]


posted by: Oliver Koll
Tough to keep more than 70% of last year’s buyers

Tough to keep more than 70% of last year’s buyers


Consumer churn is a major challenge for FMCG brands: The average top ten brand loses about half of its buyers from year to year. Comparing […]


posted by: Oliver Koll
Horizontal beats vertical

Horizontal beats vertical


Assortment variety is essential for retailer listings and, as we have shown before, for brand penetration. At the same time, choice overload is frustrating and […]


posted by: Oliver Koll
In-store collection doesn’t deliver

In-store collection doesn’t deliver


Consumers increasingly shop via click and collect, a blended retailer format that combines online ordering and collecting goods at a pick-up point. A recent study* […]


posted by: Oliver Koll
Small brands: Less bang for the buck

Small brands: Less bang for the buck


Recently we showed that even leading brands struggle to attract a majority of category buyers (see “The top brands don’t get all the buyers!”). But […]


posted by: Oliver Koll
3 ingredients for brand sales success

3 ingredients for brand sales success


There are three components that explain high or low brand sales: 1. Penetration – How many consumers purchase a brand? 2. Frequency – How often […]


posted by: Oliver Koll
The top brands don’t get all the buyers!

The top brands don’t get all the buyers!


Even leading brands struggle to attract a majority of category buyers. Across 13 countries and over 80 categories, the top brand, on average, captures 24% […]


posted by: Oliver Koll
Premium brands: Are they really different?

Premium brands: Are they really different?


“Premium brands command higher loyalty and are predominantly bought by affluent consumers” – these are two popular beliefs on brand premiumization, a branding strategy to […]


posted by: Oliver Koll
Bad neighbours may be other categories

Bad neighbours may be other categories


Consumers are often confronted with product categories within a fixed space (e.g. freezer or check-out) that are not connected with their planned purchase. For example, […]


posted by: Oliver Koll
Big Means 0.25

Big Means 0.25


How much market share can the number one national brand in a category claim? Across 17 markets and 79 categories we find that the top […]


posted by: Oliver Koll
Real Lovers are Rare

Real Lovers are Rare


 You would expect popular everyday brands to be chosen frequently by most of its buyers. Let’s take a look at a popular brand in the […]


posted by: Oliver Koll
Tired of Innovating?!

Tired of Innovating?!


“Innovate or die” is a frequently used statement to emphasize the importance of launching new products. Some recent trends show that FMCG products may need […]


posted by: Oliver Koll
On-Off: Aldi’s relationship with National Brands

On-Off: Aldi’s relationship with National Brands


“Spend a little – live a lot” –  is Aldi’s value proposition for consumers looking for superior product quality for a low price. In delivering […]


posted by: Oliver Koll
Local and Global Heroes

Local and Global Heroes


Our last blog entry showed that across eight European countries the top ten manufacturers are responsible for just below half of total value sales across […]


posted by: Oliver Koll
The secret of positioning

The secret of positioning


“Tummy in, chest out”  – a saying which reminds us to correct our body position to signal increased self-confidence. For several years, academic research builds […]


posted by: Oliver Koll
Cookies & Quinoa: the effect of green shopping bags

Cookies & Quinoa: the effect of green shopping bags


Green (reusable) shopping bags not only offer peace of mind, but also influence consumer in-store behaviour. An analysis of 936,232 purchases by 5,987 US households […]


posted by: Oliver Koll
10 – 47 – 20:  Manufacturers, market share, brands

10 – 47 – 20: Manufacturers, market share, brands


Complaints about retailer concentration in FMCG are omnipresent. The top 5 banners in many European markets sell 50% or more of total FMCG value, and […]


posted by: Oliver Koll
Pet care least innovative

Pet care least innovative


In our last blog we investigated how category penetration and purchase frequency impact the variety shoppers encounter in that category (see April 16). This time […]


posted by: Oliver Koll
Category clutter – a result of frequency and penetration

Category clutter – a result of frequency and penetration


How do category purchase frequency and category penetration impact the variety shoppers encounter? To answer this question, we investigate category assortments across 8 markets and […]


posted by: Oliver Koll
Unit pricing helps value brands

Unit pricing helps value brands


Retail prices usually show a price per package, let’s say €1.50 for a 500g pack of  Barilla spaghetti. Shoppers may additionally check the unit price provided, in […]


posted by: Oliver Koll
How much to expect from a SKU

How much to expect from a SKU


Do some categories have more star performers than others? We analyzed the value sales coming from the average SKU in food, beverage, household and personal […]


posted by: Oliver Koll
The vicious circle of sales promotions

The vicious circle of sales promotions


The increasing reliance on price promotions to boost sales is a frequently discussed and often lamented topic. With good reason. One thousand categories across many […]


posted by: Oliver Koll
Small + infrequent = LIGHT

Small + infrequent = LIGHT


The smaller your brand and the lower the purchase frequency of your category the more you rely on light brand buyers. This is the result […]


posted by: Oliver Koll
If it sounds like me, it is mine.

If it sounds like me, it is mine.


Does it matter whether a product’s price (when spoken) shares letters with a consumer’s name or numbers of their birthday date? Why should it? – […]


posted by: Oliver Koll
Private Labels build retailer loyalty … to a point

Private Labels build retailer loyalty … to a point


A few years ago we confirmed academic studies* showing that the relationship between a household’s PL share at a given retailer and the share of […]


posted by: Oliver Koll
Heart, Mind and Brand Sales

Heart, Mind and Brand Sales


Brand managers and academics agree that strong brand equity is a key to brand success. A recent study empirically links two prominent perspectives on  brand […]


posted by: Oliver Koll
Tiny but mighty

Tiny but mighty


Where do we find more share growth: among big or small brands? Looking at some 5000 brands across many markets for which we have at […]


posted by: Oliver Koll
Category Growth Higher where Innovations are Plenty

Category Growth Higher where Innovations are Plenty


Total FMCG growth has been modest over the past five years. However, this observation hides substantial category differences. We  examined whether innovations are a major […]


posted by: Oliver Koll
Price War – Love it or Leave it

Price War – Love it or Leave it


Retailer-initiated price wars are a popular strategy to battle for market share. When in October 2003 Dutch retailer Albert Heijn announced price cuts for more […]


posted by: Oliver Koll
FMCG shopping in Turkey –  Tradition vs Modernity

FMCG shopping in Turkey – Tradition vs Modernity


The Turkish retail landscape is characterised by a mix of traditional open bazars, specialist shops, small grocery shops and modern supermarkets. Traditional retail channels still […]


posted by: Oliver Koll
Innovation by Retailers: Rare, but there

Innovation by Retailers: Rare, but there


Innovation is an essential growth strategy for both brand manufacturers and retailers. New products allow companies to charge higher prices and create differentiation vis-à-vis competitors. […]


posted by: Oliver Koll
The Price of New

The Price of New


New products serve many functions for a brand – to introduce technological/functional changes, to attract non-buyers or to enhance  positioning. They may also translate into […]


posted by: Oliver Koll
Percentages are hard to grasp

Percentages are hard to grasp


Many people struggle with percentage calculations. One of the challenges arises from a phenomenon called base value neglect (BVN), the tendency to ignore the base […]


posted by: Oliver Koll
More human – less fair?

More human – less fair?


Brand anthropomorphization is the association of a brand with human-like characteristics, motivations, and behaviours to enable closer relationships between consumers and brands.  A recent study, […]


posted by: Oliver Koll
Brand name leverage lower in Foods

Brand name leverage lower in Foods


Looking at over 13000 brands (all of which are in the top 10) in 79 categories across 14 countries, there are substantial differences in the […]


posted by: Oliver Koll
Lower shares can lead in frequent categories

Lower shares can lead in frequent categories


Less than 10% of all category leaders have market shares of more than 50% whereas more than one third has less than 20% share. What […]


posted by: Oliver Koll
Small brands rely on promotion

Small brands rely on promotion


The average brand in a frequently purchased category (more than ten times per year) is sold on promotion by at least one of the top […]


posted by: Oliver Koll
Wide variation in e-commerce

Wide variation in e-commerce


Grocery E-Commerce reach differs widely between countries in comparable  stages of their retail development. While 6 out of 10 South Koreans purchases online at least […]


posted by: Oliver Koll
Exclusive listings don’t help

Exclusive listings don’t help


A recent trend among manufacturers and retailers are exclusive deals limiting the brand’s availability to only one retailer. A study investigates an exclusive arrangement with […]


posted by: Oliver Koll
Acquisition drives growth more than retention

Acquisition drives growth more than retention


A substantial percentage of a brand’s buyers this year will not buy it in the next year (see our previous newsletter how brand market share […]


posted by: Oliver Koll
Local icon or global hero?

Local icon or global hero?


FMCG boasts a balanced mixture of local, regional and global brands. Investigating the presence of some 750 Top 3 share brands across 30 categories in […]


posted by: Oliver Koll
Half of the world’s households buy Colgate

Half of the world’s households buy Colgate


Growth is about penetration: retaining and increasing the number of shoppers choosing the brand. Combining how many households around the world are buying a brand […]


posted by: Oliver Koll
Don’t try changing habits

Don’t try changing habits


There are two types of repeat customers: One group repeats choice based on habit and another group repeats choice because of brand preference.  The former […]


posted by: Oliver Koll
Leakiness less when large

Leakiness less when large


To maintain a brand’s sales level it needs to continuously attract new buyers. Why? Because for the average brand more than half its buyers in […]


posted by: Oliver Koll
Appealing without promoting?

Appealing without promoting?


The increasing reliance of brands on price promotions to influence consumer choice is widely reported. While we do not see much difference between the promotion […]


posted by: Oliver Koll
How to seduce customers online

How to seduce customers online


A recent study covering 36 brands in 15 categories compares online metrics with attitude survey metrics in their ability to explain sales. While online metrics […]


posted by: Oliver Koll
Triple whammy for small brands

Triple whammy for small brands


Double jeopardy is well documented: Compared to larger brands, smaller brands have fewer buyers that buy them slightly less often. However, these small brands have […]


posted by: Oliver Koll
Penetration drives share – at different rates

Penetration drives share – at different rates


Past contributions to this newsletter have shown that bigger brands have more buyers and growing brands grow by attracting more buyers. How much an additional […]


posted by: Oliver Koll
Online grocery shopping – many pockets for growth

Online grocery shopping – many pockets for growth


As online grocery shopping continues to grow, interesting regional patterns in the profile of this channel are emerging. In GB, for example, we observe a […]


posted by: Oliver Koll
Experienced multi-channel buyers start cheating

Experienced multi-channel buyers start cheating


A recent study amongst UK households shows that retailer loyalty of multi-channel shoppers decreases the more experienced they are as shoppers. Initially, shoppers tend to […]


posted by: Oliver Koll
High price and penetration can coexist

High price and penetration can coexist


A recent analysis covering panel data from 14 European countries, Russia and the US compares the price ratio between brands and private labels across 79 […]


posted by: Oliver Koll
Truly dominant brands in FMCG exist, but rare

Truly dominant brands in FMCG exist, but rare


Identifying the category leader in 79 categories across 16 countries reveals vast differences regarding brand preference. In only 16 categories we find the same brand […]


posted by: Oliver Koll
Value extensions less damaging than expected

Value extensions less damaging than expected


A recent study evaluates how extending into higher versus lower quality levels respectively impacts the brand image of middle-tier brands. Results show asymmetrical effects: Extending […]


posted by: Oliver Koll
Price Premia of Brands over Private Labels differ substantially

Price Premia of Brands over Private Labels differ substantially


The examination of national brand (NB) prices relative to their private label (PL) peers in 1100 categories across 16 countries reveal some surprising insights. As […]


posted by: Oliver Koll
What it’s like being #1

What it’s like being #1


Comparing the leading brand in a category with its followers reveals several interesting commonalities and discrepancies. Looking at some 6000 brands across Europe shows that […]


posted by: Oliver Koll
Price promotions reduce thinking

Price promotions reduce thinking


Price promotions can lower consumers’ motivation to think rationally during the purchasing process. Because the (financial) risk of making wrong decision decreases, emotions outweigh rational […]


posted by: Oliver Koll
Big retailers continue their growth

Big retailers continue their growth


Some headlines on recent retailer developments: In the 14 Western European countries, the number of major retailer banners used per household per year is now […]


posted by: Oliver Koll
Beware the informed shopper

Beware the informed shopper


A recent study on willingness-to-pay for brands versus private labels in the pharmaceutical industry shows that the more consumers are educated the more they prefer […]


posted by: Oliver Koll
New is not easy to do

New is not easy to do


The positive impact of innovations on brand success is well-known: By enhancing a brand’s equity, they justify the price premium, attract buyers and help to […]


posted by: Oliver Koll
Similar but different

Similar but different


Across the ‘Big 6’ Western European markets, the average household shops 3 to 4 times per week, spending an average of € 20 per trip. This […]


posted by: Oliver Koll
Range matters – up to a point

Range matters – up to a point


Brand range and size are related – likely reinforcing each other: Bigger brands are able to get more SKUs listed and more SKUs increase the […]


posted by: Oliver Koll
Private Label hurts category volume

Private Label hurts category volume


A study of 449 FMCG categories in six European markets reveals an interesting pattern between Private Label share and category growth. Categories which experience an […]


posted by: Oliver Koll
Discount shoppers: More upmarket than you’d expect

Discount shoppers: More upmarket than you’d expect


The discount channel has become an increasingly important channel in recent years throughout Europe, albeit at different levels in different countries. An ever increasing number […]


posted by: Oliver Koll
Where are the premium brands?

Where are the premium brands?


Many brand manufacturers strive to position their brands as premium in an attempt to achieve higher differentiation, loyalty and margins. A simple price-based analysis reveals […]


posted by: Oliver Koll
Distance matters: In-store travel drives impulse

Distance matters: In-store travel drives impulse


The average shopper passes through less than half of the aisles in a typical grocery retailer. Obviously, products in the remaining store cannot be part […]


posted by: Oliver Koll
Brand Price Premium not related to Private Label Success

Brand Price Premium not related to Private Label Success


Private Label (PL) success in a category is often linked to price in contradictory theories: (1) A large price gap between brands and PL provides […]


posted by: Oliver Koll
Brand Authenticity: Manufacturing site matters

Brand Authenticity: Manufacturing site matters


Many global brands are shifting production to sites in countries with lower manufacturing costs or share production between different sites. This may result in loss of […]


posted by: Oliver Koll
Even Heavy Buyers Will Stop buying next year

Even Heavy Buyers Will Stop buying next year


In a previous blog we showed that the average brand loses more than half of its buyers every year. Surprisingly, this loss is also true […]


posted by: Oliver Koll

The right (or wrong) of changing pack size


A recent study investigates how shoppers make sense of changes in packaging. Not surprisingly, their estimates of pack size changes are most precise if a […]


posted by: Oliver Koll
Less than 1 in 4 items sold is a brand at regular price

Less than 1 in 4 items sold is a brand at regular price


For regular readers of supermarket leaflets this piece of news may not come as a surprise: The percentage of FMCG sold on promotion is on […]


posted by: Oliver Koll
Price gap between Brands and Private Label widens

Price gap between Brands and Private Label widens


Over the past five years prices of Private Labels have increased by an average of 10% – the same change as for National Brands across […]


posted by: Oliver Koll
Shopper needs waiting to be addressed

Shopper needs waiting to be addressed


In a project conducted by Europanel and Roland Berger Consultants for The Coca-Cola Retailing Research Council Europe, nine emerging but poorly met shopper needs were […]


posted by: Oliver Koll
Winning brands: Only 3% price increase over 5 years

Winning brands: Only 3% price increase over 5 years


Among some 6000 brands studied in 79 categories across 13 European countries the 500 brands with the biggest volume share gains 2008-2012 have increased prices […]


posted by: Oliver Koll
Want to increase sales? Empty your shelves!

Want to increase sales? Empty your shelves!


Well-stocked shelves are considered important for several reasons: orderly appearance of the aisle, lower likelihood of out-of-stocks and higher visual impact for the brand. A […]


posted by: Oliver Koll
FMCG slows in early 2014

FMCG slows in early 2014


The first quarter of 2014 shows a relatively weak trend for FMCG volume sales partly due to different seasonal timings compared with 2014. Easter was […]


posted by: Oliver Koll
Private Label Success: Don’t blame the category!

Private Label Success: Don’t blame the category!


  Confronted with high Private Label (PL) shares in their category, brand manufacturers often blame increasing commoditization as if it was a law of nature. […]


posted by: Oliver Koll
Business Challenge 2

Business Challenge 2


Topics We will invite a professor from our network to present a recent piece of research – most likely in the field of digital marketing. […]


posted by: europanel
Advertising around Sports Events – an own goal?

Advertising around Sports Events – an own goal?


A study* looking at UK sales of FMCG brands around 15 major sports events shows that: Ad spend around the event increases by 25% as […]


posted by: europanel
E-Commerce: will the rest of Europe follow?

E-Commerce: will the rest of Europe follow?


When it comes to online shopping, the FMCG industry is still in its infancy. With the exceptions of South Korea (9% share), UK (5%), France […]


posted by: europanel
How to grow share: get more buyers

How to grow share: get more buyers


Exploring 5 year trends of some 2,400 major brands in 79 FMCG categories across eight European markets reveals two very consistent patterns: Whether the brand […]


posted by: europanel
Most current brand buyers will not buy next year

Most current brand buyers will not buy next year


An analysis of 2,400 large (> 2% share) brands in 79 FMCG categories reveals that the average brand loses 55% of its buyers from one […]


posted by: europanel
The safest way to become a category leader…

The safest way to become a category leader…


The safest way to become a category leader is to be category leader five years earlier. However, there are exceptions. In several hundred categories investigated, […]


posted by: europanel
Shelf space elasticities higher for increases

Shelf space elasticities higher for increases


A meta analysis of the impact of shelf space allocation on brand and category sales reveals that increases in shelf space have a stronger sales […]


posted by: europanel
No sign of private labels slowing down

No sign of private labels slowing down


It may start feeling like groundhog day: In 2013 across Europe, we see Private Labels increase their shares by about half a percentage point. Over […]


posted by: europanel