Penetration is key to unlocking growth in AME
For the first time ever, Kantar Worldpanel has created a ranking of the Most Chosen FMCG Brands in Africa & Middle East (AME). Brand Footprint examined 3,800 brands in eight markets in the Africa & Middle East region to discover the secrets of brand resilience. Despite local brands outpacing global brands in growth, investment in the region is vital as it is driving the growth of some global brands.
Consumers are spending more but buying fewer brands
Competition is fierce in FMCG across AME with 450 million more brand choices. However, our analysis has revealed that although shoppers are spending 12.5% more, they are buying fewer brands. This is in contrast to what is happening in other countries around the world and where spend rose only by 4.8% globally.
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