The past decade has seen a number of Asia Pacific packaged brands enter the ‘Top 50 Billionaire Brands list’.
Euromonitor has released the ‘Top 50 Billionaire Brands list’ for packaged brands in 2014, and compared it with that of ten years ago.
Asia Pacific has been the major growth engine of the packaged food industry over the last decade adding over US$180 billion to the global market.
To put this in context, that’s 48% of the growth generated by the entire industry.
China has been the primary source of this and many of its home-grown brands, such as Yili and Mengniu, have risen up the global brands list rapidly. Despite many of the Asian food brands entering the billionaire club, most are actually entirely dependent on revenue from a single market.
On the other side of things, according to Euromonitor, many of what we would consider to be iconic food brands are starting to lose their way.
Brands such as Campbell’s and Barilla are being switched out for more targeted brand names that focus on core categories and demographic groups. The rise of the yoghurt-focused Activia brand at the expense of Danone is clear evidence of that.
In 2004, Kellogg’s was ranked number one on the list, followed by Kraft, Lay’s, Wrigley’s and Cadbury.
In this year’s list, Lay’s has moved up the list and landed the top spot, followed by Kellogg’s, Yili, Mengniu and Wrigley’s.
In terms of cumulative 2004-2014 sales, Kellogg’s still maintains the top spot, despite slightly decelerating its sales. Lay’s is next in line, followed by Kraft, Wrigley’s and Cadbury.
For the full list, click here.