Coca-Cola comes out top in FMCG survey

Coca-Cola is the world’s largest fast moving consumer goods (FMCG) brand according to a Euromonitor International survey of the top 100 megabrands in the FMCG sector. PepsiCo came second in the list, which ranked brands by their retail sales value in 2017.

The report found that Latin America accounted for 40 per cent of Coca-Cola’s global sales, with Mexico the single most important country for the beverage company. Meanwhile, the US dominated Pepsi’s sales.

Nestlé’s leading coffee brand, Nescafé, came third in the ranking and topped the hot drinks category. Euromonitor reported that Asia Pacific was the leading region for Nescafé’s retail sales.

“While several major brands have maintained their ranking for some time, the
balance across the list is shifting. People’s attitudes to health and premiumisation
are evolving and brands that cannot meet new realities have lost out,” said Tom Rees, industry manager at Euromonitor International.

“Changes in how people research and shop online are having a profound impact. Also, the
importance of different regions of the world has changed for many of these
megabrands, raising the question of where companies should focus their resources
most effectively,” he added.