What Kantar’s list of most valuable global brands tells us about food and beverage trends

Will Kreznick

Market researcher Kantar has released its list of the world’s most valuable food and drink brands, with beverage brands dominating the top 20 . The research​ covers 4 million consumer interviews in 512 categories, and 18,500 different brands in 51 markets. Jane Bloomfield, chief growth officer at Kantar, told FoodNavigator […]

Market researcher Kantar has released its list of the world’s most valuable food and drink brands, with beverage brands dominating the top 20 . The research​ covers 4 million consumer interviews in 512 categories, and 18,500 different brands in 51 markets.

Jane Bloomfield, chief growth officer at Kantar, told FoodNavigator the growing dominance of US and Chinese brands in the global food and beverage space was evident in the report, with just six of the top 20 brands being European. 

She added it has been a good year for food and beverage brands, with values increasing 12% overall in the past year.

Meanwhile, with Coca-Cola, Red Bull, Pepsi and Diet Coke riding high in the rankings – and with new entrants including for this year including Lindt and Oreo — these brands have clearly gained from the swing in consumer behaviour towards indulgence, she told us.

“We know consumers have spent a large proportion of the last year shifting behaviour that we might have typically seen out of home into home. So they have increased their at-home indulgence. With retail we’ve been very restricted in what we can spend our money on. So what we saw was a lot of that money being transferred into at-home treating, which is where food and beverages have clearly benefitted enormously.”

So do brands continue to tailor product development towards a desire among consumers for an indulgent, out-of-home experience in home? Or will behaviours shift again?

“We would expect a little bit of both,”​ responded  Bloomfield. “Some of the behaviours we’ve begun to develop at home we think will stick. Particularly in something like food and beverages you’ve seen a big rise in at-home meal kits, restaurant kits and that element of treating yourself at home. Any brand that sits in food and beverage can continue to capitalise on that trend… we’ve seen some good innovation in that space.”

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