Posted by Filipa Silverio on Aug 24, 2021
Brand Portfolios come in many forms – single brands dominate but over 40% are multi-brand of differing typologies. This week, we also look at the latest global FMCG market trends into the middle of this year.
- To understand the brand portfolio landscape and what drives portfolio success, we have segmented into 4 main typologies: Apex/Solo (single brand large & small); Pride (one dominant large brand); Pair (two or more large brands potentially with other smaller brands); and Pack (number of smaller brands).
- Within multi-brand portfolios, “Packs” (several smaller brands) are the largest component rather than portfolios with at least one large brand. Which routes bring success? Keep watching Pick of the Week!
- Although the latest quarter shows a decline in FMCG value compared with Q2 2020, the market remains about 10% higher than in 2019. Naturally there is significant variation between countries dependent on lockdown rules and timings.