The most promising categories
Feel-good and health categories gaining shoppers
Over the past years, shoppers constantly had to “re-shuffle” their behavior and rapidly adapt to new challenges. Whereas “homing in” boosted buyer numbers in categories like salty snacks and soft drinks, adverse trends can be seen for e.g. beer, losing nearly 1.3 million buyers in Europe. Similarly, the noodles category sees the highest amount of additional shoppers (2.7 million), while rice is receiving the hit, losing 1.7 million buyers. Other winning subcategories: energy drinks, plant-based drinks and packaged water as well as yoghurt and cereals. For example, energy drinks are adding 2.5 million new buyers in Europe. Canned meat, canned fish and soups are losing ground and especially olive oil, the latter in big part due to the hefty price increase and availability issues. In personal care,
feel-good products are in, such as make-up, hair styling, face masks and face moisturizers, whereas shaving cream, body moisturizers and mouthwash are losing.
Occasions for shoppers to change behavior
Behavior Change Spring '24 | In % | EU-20 spring 2024 n= 14996 | Q17 | Note: Share who ranked as number 1
With the panic and peak phases of the cost-of-living-crisis behind us and some relaxation on the horizon, shoppers will again reshape their behaviors. Asked about occasions in which they would change their behavior, shoppers listed daily routines such as breakfast and main meal, as well as snacking as most likely. For their meals, i.e. breakfast and main meal, over 40% of shoppers would try to buy more healthy food, whereas they would want to spend less on snacks and small food for “in-between”. When it comes to home care and laundry, convenience and efficiency would most likely trigger a change in behavior, while the wish for a premium experience would result in a change in personal care, albeit on a much lower level (15%).
To better understand the performance of single brands, it helps to take a closer look at individual performances within five FMCG categories that are part of Brand Footprint.
Personal care and Beauty
Top 3 brands & fastest riser
Home care
Top 3 brands & fastest riser
Nearly no changes in the Top 10 for personal care & beauty with Nivea still taking the lead, followed by Colgate and Dove. Among the winners in this category: cosmetics brand Essence, jumping five ranks to No. 25, with an 18.2% increase in CRP on a plus of 5.3% in penetration. Toothpaste Parodontax (rank 42) generates a plus of 6.4% in CRP, increasing its penetration by 2.7%. Similar picture in the Top 10 in home care with minimal shifts and Fairy still ranking No. 1. Italian household and paper tissues company Foxy conquered rank 10 of the category’s leading brands with a plus in CRP of 4.2%, increasing its penetration by 4.7%. Among the Top25: UK tissue company Nicky (rank 18) moving up six ranks, the same as Dr. Beckmann (rank 21), the latter with an exceptional increase of +19.9% in CRP on +13.4% in penetration.
Dairy and dairy substitutes
Top 3 brands & fastest riser
The ranking of most chosen brands in dairy and dairy substitutes is very much a story of European brands. The first two ranks remain unchanged with Müller leading the category, followed by Arla and President, entering the Top 3. Besides Mlekovita (rank 6) and Ehrmann (rank 9), already mentioned as part of the overall ranking, small and medium brands such as the plant-based brand Flora (rank 24), Exquisa (rank 34) and Parmareggio (rank 36) were able to convince more shoppers.
Food
Top 3 brands & fastest riser
Beverages
Top 3 brands & fastest riser
Kinder is still leading the food category – ranking second in Europe across all brands and categories –, was able to expand its CRP by 3.8%. Apart from Milka (rank 4) and Knorr (rank 5) changing places, no shifts in the Top10, with Dr. Oetker staying second and Lay’s No. 3. Among the Top 20, McCain was able to gain two ranks (now 17), with an increase in CRP of 4.2%. While pasta is not a growing category, some of the respective brands are: Barilla (rank 10) manages to remain in the Top 10 in food, whereas Panzani (rank 23, +4 ranks) and Divella (rank 44, +14 ranks) are climbing the list of most chosen brands. The Italian tomato sauce and preserves brand Mutti jumped 13 ranks to 41, on a 7.8% CRP growth with a 4% increase in penetration; expanding into related categories. In general, if shoppers had the choice to change to or buy more of a premium product, 36% would do so for their main meal. This is especially true for larger households and those enjoying joint meals on a regular basis. It supports the impulse to occasionally indulge oneself, albeit rather at home than eating out. However, nearly as many shoppers (35%) do not see any occasion to change to a premium product. In general, if shoppers had the choice to change to or buy more of a premium product, 36% would do so for their main meal. This is especially true for larger households and those enjoying joint meals on a regular basis. It supports the impulse to occasionally indulge oneself, albeit rather at home than eating out. However, nearly as many shoppers (35%) do not see any occasion to change to a premium product.
Energy drinks push the category
Global and European brand leader Coca-Cola is significantly ahead of the beverage category, followed by Pepsi and Nescafé. But water and especially energy drinks are the winning categories here, which is easily explained by the top 3 daily drinking moments across Europe: staying hydrated (52%), accompanying a meal (42%) and looking for an energy/caffeine boost (33%). Many of the winning brands in beverages cater to these moments: French Cristaline (rank 7) puts on 10.9% in CRP, with a plus of 5.3% in penetration. San Benedetto water climbs one rank to No. 9, primarily on consumer choice +8,63% (CRP +8.3%). The big winners in energy drinks are Red Bull and Hungarian HELL. Globally, Red Bull was able to double its reach, adding a remarkable 13 million new shoppers. In Europe, the Austrian energy drink reaches rank 6 in the beverages category (up 2) with an outstanding CRP growth of 15.5%, on a plus of 6% in penetration. HELL ENERGY jumps 54 ranks to No. 357 in European FMCG ranking with a CRP growth of 9%. Monster Energy reaches rank 13 in beverages (up 3 ranks) and No. 102 in Europe across all categories (+25 ranks) with a CRP increase of 6.1% and 5.5% more penetration. Two other beverage brands shining with double-digit CRP growth are German brewery Paulaner and juice company Hohes C. Paulaner (rank 27 in beverages) won 11 ranks on a 21.7% CRP growth with 11.2% more in penetration. Hohes C (rank 31) jumped 15 ranks, generating 18.7% increase in CRP on a +13% in penetration growing against category trend.
