Euromonitor unveils Top 100 Megabrands in white paper


Euromonitor International has launched a new white paper revealing the Top 100 Megabrands – the world’s leading Fast-Moving Consumer Goods (FMCG) brands ranked by retail sales value in 2017.

According to the report, Asia Pacific accounts for the single biggest percentage of fmcg sales by region, with almost USD3 of every USD10 spent. North America and Western Europe each account for just over one-fifth of the total spent.

Nescafe, l’Oreal Paris, Redbull and Nivea represent the top European megabrands in the  100 megabrands ranking by Euromonitor International.

Top 10 megabrands in the world

  • Nescafé is the leading hot drinks brand worldwide and the third largest FMCG brand globally, according to Euromonitor International. The sheer size and geographic spread of Nescafé makes regional marketing strategies a necessity. The global slogan “It all starts with a Nescafé” plays into a focus on winning developing market consumers trying coffee for the first time.
  • L’Oréal Paris is the world’s leading beauty and personal care brand by sales globally and the fifth leading FMCG brand in the world, according to Euromonitor International. The brand sells most in the US and China, however the remaining countries in its top five are all in Western Europe. China is a particular target for growth, as the country is forecast to see sales of beauty and personal care increase by one-third over the next five years with mass brand sales rising in lower tier cities as a result of growing purchasing power. 
  • Red Bull, which ranks sixth, essentially created the global market for energy drinks. North America and Asia Pacific are its key markets, with sales in the US and China leading. However, the brand has experienced sales stagnation in Asia Pacific recently amid strong competition.
  • Nivea is the most important brand owned by German company Beiersdorf. Nivea’s core regions are Western Europe and Latin America. However, sales have declined in both as this mass-market brand competes in a beauty and personal care industry where premium products have shown faster growth. Retail sales value has increased in Asia Pacific, with China now Nivea’s third largest country for sales. Brand recognition has driven success in emerging markets where private label has not yet developed into a significant threat. 

Tom Rees, industry manager at Euromonitor International, comments: “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. 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.”