Kantar Worldpanel Model Footprint 2022 magnificence model success primarily based on growth methods

Magnificence and private care manufacturers as soon as once more shone brightly in Kantar Worldpanel’s annual model reputation contest, with the top-10 that includes Colgate (2nd​), Lifebuoy (4th), Dove (9th​) and Sunsilk (10th​). These cosmetics and private care giants joined the likes of Coca-Cola (1st​), Pepsi (6th​) and Maggi (3rd​) on the summit of Kantar Worldpanel’s Model Footprint 2022 report​ that traced the planet’s most chosen manufacturers as measured by a mixed metric of family penetration and cumulative purchases.

The tenth iteration of the collection additionally referred to as out Nivea – the primary well being and sweetness model in Europe – as one of many manufacturers of the last decade that had notched eight years of consecutive development pushed by inventive class growth past its moisturiser core.

So, how precisely do these manufacturers keep on the prime for therefore lengthy? And what methods can the remainder of trade apply to comply with of their footsteps? Kantar Worldpanel’s world thought management director Benjamin Cawthray revealed the secrets and techniques behind ongoing model supremacy in an more and more aggressive and economically strained panorama.

Eyes on growth – understanding classes and consumers

Talking to CosmeticsDesign-Europe, Cawthray stated a unifying thread amongst all the facility manufacturers was their limitless thirst to broaden their current shopper footprints.

“What these 4 private manufacturers all have in frequent is that through the years they’ve expanded their purchaser base and carried out so on a constant foundation,”​ he stated. “Even Colgate – the one FMCG model on this planet with family penetration over 50%– grew its variety of consumers throughout many of the final decade.”

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