Study: The Value Of The Planet’s Top 50 FMCG Brands

Study: The Value Of The Planet’s Top 50 FMCG Brands
SHARE
THIS



Every year, leading valuation and strategy consultancy Brand Finance values the brands of thousands of the world’s biggest companies. The world’s 50 most valuable food brands are included in the Brand Finance Food 50.

You can see the full 50 on the list here.

Combining the values of these brands based on ownership reveals the brand portfolio values of the FMCG corporate giants. Unilever’s total portfolio value is US$42.9 billion, more than double that of KraftHeinz, which recently attempted a takeover of the Anglo-Dutch company.

Unilever is a major UK employer, well-known for its business ethics and focus on sustainability. Dozens of its brands, such as Marmite, Colmans and PG Tips, have achieved ‘national treasure’ status in the UK and beyond. So when KraftHeinz (whose brand portfolio is worth just US$20.2bn) launched its bid, there was widespread surprise and trepidation. Eyebrows were raised in UK government circles and the upper echelons of business too, as the bid appeared to confirm the vulnerability of British firms to takeover by foreign counterparts following the Brexit vote.

In the event, Unilever’s CEO Paul Pohlman rebuffed the US$143 billion deal, which was seen to significantly undervalue the company. Brand Finance’s CEO David Haigh comments, “Unilever has one of the world’s most valuable brand portfolios, more than double the value of KraftHeinz. Quantifying this and bringing it to the fore will be key to defending any future bids or ensuring that shareholders receive fair value.”

The size and scope of the world’s biggest food brand portfolios can be found on pages 12 and 13 of the Brand Finance Food & Beverage 2017 report. Click here to access the document.

In general, the last year has proved challenging for food brands. Brands with significant confectionary lines have had the most difficulty as concerns around health eat into revenues. Kraft, Hershey’s, Mars and Nestle have lost 4 per cent, 10 per cent, 14 per cent and 17 per cent of their brand value this year respectively. This trend is global, with Chinese snack food manufacturers Want Want and Master Kong dropping significantly too. Kellogg’s brand value has dropped 3 per cent. Demand for cereal is faltering as consumers explore a wider variety of breakfast options.

The dairy segment is holding up a little better than the food sector as a whole. This year’s fastest growing food brand is Australia’s largest dairy brand, Devondale. Its brand value is up 35 per cent year on year to US$1.5 billion. Devondale’s growth is the result of changing consumer tastes and growing demand in South East Asia. Asia’s growing taste for dairy bodes well for Yili. It is barely known in the West, but thanks to marketing initiatives such as sponsorship of China’s Olympic team, it scores very highly on brand equity measures such as Consideration, Familiarity and Recommendation in China, its domestic market. Yili is now the world’s second most valuable (and the strongest) dairy brand.

Latest News

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment supports Suncorp’s move to a network of brands model with Suncorp as the national Masterbrand. Suncorp executive general manager of brand and marketing Mim Haysom said it […]

ABC Unveils Its Lineup For 2019
  • Media

ABC Unveils Its Lineup For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Opinion

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Unveils “Give A Little Christmas” Via CX Lavender
  • Campaigns

Stockland Unveils “Give A Little Christmas” Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this gust post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine