Sprite, Sunsilk, Nescafe, Lay’s and Oreo are identified as most resilient FMCG brands of 2022 by a leading data, insights and consulting company.
Kantar recently announced the winners of Most Resilient Brands 2022 Awards, recognising brands that attracted new shoppers despite challenging economic climate. Dove, Head & Shoulder, Coca-Cola, Lux and Ariel followed the first five winning brands.
Kantar’s Worldpanel division analysed the shopping behaviour of more than one million households globally and the performance of 37,000 global FMCG brands between 2021 and 2022 to develop its ranking of the 50 FMCG brands which recruited the greatest number of new shoppers. The top 50 brands achieved an average year-on-year sales growth of 8 per cent, almost double the global grocery industry growth of just 4.8 per cent during the same time period.
Commenting on the award winners, Guillaume Bacuvier, CEO at Kantar Worldpanel Division, said that surpassing 30 million new shoppers in a year is an impressive feat, and speaks volumes about the resilience of our top two brands, Sprite and Sunsilk.
“These two household names have taken different routes to success, with Sprite focusing on a new global platform that encourages shoppers to choose the brand more often, and Sunsilk invests in targeted innovation that meets consumers’ specific needs in particular markets. Both set an impressive benchmark for success for FMCG brands.”
Sprite has succeeded by investing in a new global campaign, “Heat happens” – referencing the physical and emotional heat of everyday life and inviting consumers to cool down with a Sprite.
An important theme among the winning brands is innovation as a growth driver. L’Oréal Paris’ Elvive (number 30 in the ranking) transferred expertise in skincare to a new category, launching hidra-hyaluronic variants which offer extended hydration for up to 72 hours. The brand boosted its shopper base by 21 per cent as a result.
Sunsilk relaunched its “Seda Boom” range in Brazil. The range uses technology to maintain the finish of frizzy, curly, and wavy hair. The launch was announced on TikTok, working with more than 50 content creators on the platform and using the hashtag #FocaNoSedaBoom. The brand added 32 million new shoppers over 12 months and has grown penetration by 2.8 points in the process.