Biggest brands dominate manufacturer brand portfolios

Manufacturer brand portfolios within a category are dominated by the biggest brand and it is this brand that leads portfolio growth – but in decline all brands contribute. Also first country results for FMCG values in Q2 show the expected patterns of decline vs 2020 but well ahead of 2019.

1. For example in a three brand portfolio the biggest brand on average reaches 74% of the manufacturer portfolio buyers whereas the smallest one reaches 8%. This pattern holds true for smaller and larger portfolios.
2. For example in a three brand portfolio the biggest brand on average reaches 74% of the manufacturer portfolio buyers whereas the smallest one reaches 8%. This pattern holds true for smaller and larger portfolios.
3. Whilst first results show a decline in FMCG value of 5% vs last year, this is still 11% higher than 2019. Shopping frequency is starting to go back up but online shares remain stable. On average, brands and non-discounters continue to do well.