ACNielsen Study Finds 43 Brands Have Billion Dollar Global Presence; Beverages, Tobacco and Snack Foods are Strongest Branded Consumer Packaged Products Worldwide.Business Editors STAMFORD Stamford, town, England Stamford, town (1991 pop. 18,127), in the Parts of Kesteven, Lincolnshire, E central England, on the Welland River. It is a market town. Products include diesel engines, electrical equipment, bricks, and tiles. , Conn.--(BUSINESS WIRE)--Oct. 31, 2001 Manufacturers and Retailers Can Use the Insights to Better Understand Competitive Performance and Opportunities Only 43 consumer product brands ring up annual sales of more than US$1 billion each and can be considered truly global, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. a study released today by ACNielsen ACNielsen is a global marketing research firm, based in Schaumburg, Illinois. This company was founded in 1923 in Chicago, Illinois, by Arthur C. Nielsen, Sr., in order to give marketers reliable and objective information on the impact of marketing and sales programs. , the global authority on consumer behavior and marketing information. "Despite a proliferation proliferation /pro·lif·er·a·tion/ (pro-lif?er-a´shun) the reproduction or multiplication of similar forms, especially of cells.prolif´erativeprolif´erous pro·lif·er·a·tion n. of brands in the marketplace and a focus by major manufacturers on being more global, there are relatively few global mega brands out there today," said Jane Perrin General Perrin may refer to:
Contraction of did not. didn't did not didn't do have over a billion dollars in sales. Over the next few years, we expect this picture will change dramatically." The study's findings are based on ACNielsen data from 30 countries in North America North America, third largest continent (1990 est. pop. 365,000,000), c.9,400,000 sq mi (24,346,000 sq km), the northern of the two continents of the Western Hemisphere. , Europe-Middle East-Africa, Asia Pacific and Latin America Latin America, the Spanish-speaking, Portuguese-speaking, and French-speaking countries (except Canada) of North America, South America, Central America, and the West Indies. . Together, the countries account for 90 percent of the world's Gross Domestic Product. Leading Categories The category with the most billion-dollar brands was beverages, with 13 brands making the final list (See Table 1). The total Coca-Cola Coca-Cola soft drink found throughout the world. [Trademarks:Crowley Trade, 115] See : Ubiquity brand was number one among beverages at well over US$15 billion in sales, with its two sub-brands, Coca-Cola and diet Coke Diet Coke (sometimes known as Diet Coca-Cola, Coca-Cola Light or Coke Light) is a sugar-free soft drink produced and distributed by The Coca-Cola Company. , being billion dollar brands in their own right. Pepsi Cola and its associated sub-brands, Pepsi and Diet Pepsi Diet Pepsi is a low-calorie carbonated cola, introduced in 1964 as a variant of Pepsi-Cola with no sugar. Its current formula in the United States contains only the artificial sweetener aspartame, but the current Canadian formulation contains both aspartame (124mg/355ml) and (including Pepsi Light, Pepsi Max Pepsi Max is a low-calorie, sugar-free cola, marketed by PepsiCo as an alternative to regular Pepsi and Diet Pepsi. History and Pepsi One Pepsi ONE (so named because it contains one calorie per eight-fluid ounce (230 ml) serving) is a sugar-free cola, marketed by PepsiCo in the United States as an alternative to regular Pepsi and Diet Pepsi. ), ranked as the number two beverage. There were three snack foods A list of snack foods is shown below. For more information, see snack foods. List of snack foods Chips (Crisps)
In terms of sales Terms of sale Conditions under which a firm proposes to sell its goods or services for cash or credit. growth, the annual average rate across the 43 brands was less than 10%, but 8 of the 43 brands experienced double-digit growth in the most recent year. Growth across categories showed little consistency. Manufacturer Predominance pre·dom·i·nance also pre·dom·i·nan·cy n. The state or quality of being predominant; preponderance. Noun 1. predominance - the state of being predominant over others predomination, prepotency There were 23 manufacturers of these 43 billion-dollar brands. Eight of the 23 companies had more than one brand on the list. Pepisco had the most brands with six. The Philip Morris Companies (including Kraft Foods Kraft Foods Inc. (NYSE: KFT) is the largest food and beverage company headquartered in North America and the second largest in the world after Nestlé SA. The Philip Morris Company (now known as Altria Group), a company that produces tobacco products, acquired Kraft for ) and Procter & Gamble each had five brands. The Coca-Cola Company came in at four, with Kimberly-Clark Corporation, The Gillette Company, Mars and Nestle with two brands each. The 43 brands reported in the study accounted for more than US$125 billion in sales. Nearly three-quarters of these sales were attributable to the eight manufacturers with multiple brands on the list. Regional Highlights In general, regional sales of the 43 brands closely follow the global findings. For example, in each of the four regions Coca-Cola and Marlboro were consistently the top two brands of the 43 studied. All of the brands had their largest markets in either North America or Europe, Middle East & Africa, which aligns with regional GDP GDP (guanosine diphosphate): see guanine. strength. North America was the dominant region for 24 brands and Europe was dominant for 16 brands. For three brands (Gillette, Pedigree pedigree Record of ancestry or purity of breed. Pedigrees of domesticated animals are maintained by governmental or private record associations or breed organizations in many countries. , Always), both North America and Europe shared equal importance.
Table 1. Billion Dollar Global Brands
Source: ACNielsen
Brand Segment Sales Largest
(# of countries for 12 Market
included, 30 maximum) months
ending
Q1 2001
(US $)
----------------------------------------------------------------------
Total Coca-Cola (30) Carbonated Over $15 Europe
Coca-Cola (Regular)* Beverages Billion
diet Coke/
Coca-Cola Light*
Marlboro (25) Tobacco Europe
Marlboro (Regular)*
Marlboro Lights*
----------------------------------------------------------------------
Total Pepsi (30) Carbonated $5 Billion - North America
Pepsi (Regular)* Beverages $15 Billion
Diet Pepsi/
Pepsi Light*
----------------------------------------------------------------------
Budweiser (25) Beer $3 Billion - North America
Campbell's (21) Soup $5 Billion North America
Kellogg's (27) Cereal North America
Pampers (27) Diapers Europe
----------------------------------------------------------------------
Benson & Hedges (21) Tobacco $2 Billion - Europe
Camel (24) Tobacco $3 Billion Europe
Danone (25) Yogurt Europe
Fanta (29) Carbonated Europe
Beverages
Friskies (24) Pet Food North America
Gillette (29) Blades & N. America/Europe
Razors
Huggies (25) Diapers North America
Nescafe (29) Coffee Europe
Sprite (30) Carbonated North America
Beverages
Tide (11) Laundry North America
Detergent
Tropicana (17) Still North America
Beverages
Wrigley's (27) Chewing Gum Europe
----------------------------------------------------------------------
Colgate (29) Toothpaste $1.5 Billion - North America
Duracell (28) Batteries $2 Billion North America
Heineken (26) Beer Europe
Kodak (13) Consumer North America
Films
L&M (18) Tobacco Europe
Lay's (22) Chips & North America
Snacks
Pedigree (25) Pet Food N. America/Europe
Brand Segment Sales Largest
(# of countries for 12 Market
included, 30 maximum) months
ending
Q1 2001
(US $)
----------------------------------------------------------------------
Always (22) Sanitary $1 Billion - N. America/Europe
Protection $1.5 Billion
Doritos (20) Chips & North America
Snacks
Energizer (28) Batteries North America
Gatorade (22) Sports North America
Beverages
Guinness (23) Beer Europe
Kinder (28) Chocolate Europe
Kleenex (26) Facial Tissue North America
L'Oreal (27) Colorants North America
Maxwell House (19) Coffee North America
Minute Maid (16) Still North America
Beverages
Nivea (29) Moisturizers/ Europe
Cleansers
Pantene (30) Shampoo/ North America
Conditioners
Philadelphia (25) Cheese North America
Pringles (30) Chips & Snacks Europe
Snacks
Seven-Up/7-Up (30) Carbonated North America
Beverages
Tylenol (9) OTC Pain North America
Remedies
Whiskas (24) Cat Food Europe
Note: Brands are alphabetized within each dollar segment
* Denote sub-brands which independently meet the global billion
dollar mark but are included in the total for the brand
Perrin said, "With coverage in over 100 countries, ACNielsen is unique in its ability to provide a true global perspective on today's consumers. While other branding studies are just a tally of shipment sales from a company's annual report, this ACNielsen report is unique in its findings as it measures actual retail sales from 30 countries." Methodology There were three main criteria that a brand had to meet to be included in the study. First, the cumulative sales for the 12 months ending with the first quarter of 2001 had to be equal to or exceed US$1 billion. Second, the brand had to have a measurable presence in each of the four major geographic regions - Latin America, Asia Pacific, North America and Europe, Middle East and Africa. Finally, sales outside of the home market had to represent at least 5% of the global sales value. The study includes 30 of the world's top markets divided into four geographical regions:
Latin America: Europe, Middle East and Africa
- Brazil - Germany
- Mexico - United Kingdom
- Argentina - France
- Italy
Asia Pacific: - Spain
- Japan - Russian Federation
- China - Netherlands
- Korea, Rep. (South Korea) - Switzerland
- Australia - Belgium
- Hong Kong, China - Sweden
- Austria
North America: - Turkey
- United States - Denmark
- Canada - Poland
- Norway
- Saudi Arabia
- South Africa
- Greece
- Portugal
- Ireland
About ACNielsen ACNielsen, a VNU VNU Volontaires des Nations Unies (French) VNU Verenigde Nederlandse Uitgeversbedrijven (Dutch) VNU Virtual Network User company, is the world's leading marketing information company. Offering services in more than 100 countries, the company provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical analytical, analytic pertaining to or emanating from analysis. analytical control control of confounding by analysis of the results of a trial or test. tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns Noun 1. sales campaign - an advertising campaign intended to promote sales ad blitz, ad campaign, advertising campaign - an organized program of advertisements sales campaign n → campaña de venta . Editor's Note Editor's Note (foaled in 1993 in Kentucky) is an American thoroughbred Stallion racehorse. He was sired by 1992 U.S. Champion 2 YO Colt Forty Niner, who in turn was a son of Champion sire Mr. Prospector and out of the mare, Beware Of The Cat. Trained by D. : The complete text of Reaching the Billion Dollar Mark - A Review of Today's Global Brands is available at http://acnielsen.com/billion |
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