Emerging markets overtake developed in FMCG spend

04 July 2017

According to Kantar Worldpanel’s fifth annual Brand Footprint study, emerging market spend on FMCG grew by $34 billion in 2016, up +6% vs last year, while developed markets sales were flat. Emerging markets now account for 51% of global spend, rising from 48% in just three years.
The average branded decision at the shelf costs the consumer $1.92, with the value of that decision varying widely by category. Decisions to buy food brands are generally worth less than health and beauty products, but are purchased more frequently. The study ranks the most chosen FMCG brands across the world and reveals a macro view on the global FMCG industry (News Item Kantar, 25 May 2017).
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