Brand Footprint 2024

Brand Footprint report reveals global grocery bill exceeds $1,000 per household

Coca-Cola remains the world’s most purchased brand for the 12^th consecutive year while at-home treats define reshaped shopper behaviour in 2023.

Kantar’s Worldpanel reveals the world’s most chosen brands and lays out a comprehensive view of how shopper behaviour evolved around the world in 2023. With the global FMCG inflation rate halving from 8.4% in 2022 to 4% in 2023, shoppers started mixing treating and premium purchases alongside the coping strategies of 2022. Brand Footprint, Kantar’s analysis of consumer behaviour in 62 markets representing 76% of the global population and 86% of global GDP, reveals that average grocery spend per household around the world exceeded $1,000 for the first time on record, almost 60% more than was spent a decade earlier in 2013.

Key insights from the 12^th edition of this study include:

• Coca-Cola remains the world’s most purchased brand for the 12^th consecutive year. Penetration – or the percentage of households that purchase the brand – grew 2.6%. The brand was chosen off the shelf by consumers almost 8.3 billion times.
• Red Bull was the fastest growing FMCG brand, with 17.8% growth regarding the number of times it’s purchased (1.43 billion times), thanks to more new shoppers in markets including Brazil, Mainland China, France, Germany and the US.
• Sunsilk was the world’s most successful brand in winning new shoppers, with more than 26 million new households purchasing the brand in 2023.
• Average spend on FMCG brand increased by 8.6% to $1,052 per buyer, as a result of grocery inflation that averaged 4% during the year, as well as greater at-home treats and shifts to premium purchases to offset coping strategies.
• Illustrating the inclusion of treats and premium brand products in shoppers’ repertoires, the average spend per item increased by 6.7%.
• North American shoppers spent the most on packaged FMCG products, averaging $3,063 per household, while consumers in Bangladesh spent the least, averaging less than $159.
• The mix of spending across global brands, local brands and private label groceries continues to evolve. Spending on private label goods increased by 0.5% points to reach 22.7%. Despite a fall in unit sales, global brands retained 30% of spend thanks to increased prices and premiumisation.
• ‘Shopping around’ continued as a coping strategy as shopping trips increased by 2.4%. ‘Discount Grocery Stores’ increased their share of shopper spend by 10.3% to reach 16% share globally (and 24.5% in Western Europe).