Our third entry on growth between 2019 and 2023
A closer look at brand performance in different category types and for different brand ranks
Where do we find the winners?
We compare two four year periods (2015-2019 and 2019-2023) to examine whether the composition of categories where the top 15% winning brands compete have changed. The make-up of top performers is quite stable: we see a small decline in the share of food brands in this group while the share of beverage brands increases, but overall winning brands’ distribution across category types is rather stable.
Where do we find the losers?
The composition of the top 15% losers shows more change: in this case the share of both food and beverage brands has remained stable, but substantially more personal care brands have seen their market shares drop substantially while household care brands are less prominent in this group than they were in the previous four-year period.
Winning more likely when you are small
There is an argument for why large brands should be better positioned to achieve growth – and an argument against. The former emphasizes the ability of large brands to invest more in innovation, their superior distribution and larger assortments. The latter focuses on the ceiling effect in terms of share – and potentially a growing fondness of smaller, often local offerings amongst consumers. Distinguishing by rank in a category, we see that only 3 in 10 #1 brands in 2019 were able to grow share until 2023 – but more than half of all brands ranked 6-10. Growth was not easy overall with Private Label winning during the past four years.