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Coca-Cola still top of FMCG mega-brands

Asia Pacific accounts for the single biggest percentage of FMCG sales by region, according to a new report which suggests the balance across the major players is shifting.

Research company Euromonitor International has released its latest top 100 megabrands report, ranking the world’s leading brands by retail sales value. Coca-Cola remains in top spot with Latin America accounting for 40 percent of the company’s global sales and Mexico being the single most important country for the brand. Pepsi is still the second-largest soft drinks brand, the US spearheading its success at US$3.5bn sales in 2017. Nescafé heads the hot drinks category with Asia Pacific sipping through a third of Nescafé’s total retail sales in 2017. But Tom Rees, Industry Manager at Euromonitor International said attitudes to “health and premiumisation” were evolving, adding: “brands that cannot meet new realities have lost out.” He added that the online shift was having “a profound impact” and the importance of different regions of the world had also “changed”, raising the question of where companies should focus their resources most effectively.” L’Oréal Paris is the world’s leading beauty and personal care brand by sales, with China, its second-highest country for sales behind the US. The country is forecast to increase beauty and personal care sales by over 40 percent by 2022. Lay’s is the world’s leading packaged food brand. The US led with sales of over US$6bn in 2017 – which is more than Lay’s next 20 most profitable countries combined.

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