凯度：2023年品牌足迹报告（英文版）（44页）.pdf

1、Click here or press enter for the accessibility optimised versionBRANDFOOTPRINT2023RESILIENCERISINGClick here or press enter for the accessibility optimised versionBRANDBRILLIANCEIn the fiercely competitive worldof FMCG,some brands aregetting it(very)rightIn a world where some householdsare struggli

2、ng to pay their bills,youd assume the Fast-MovingConsumer Goods(FMCG)industrycould be staring down a hard road.And yes,there are pockets of pain,but the resilience shown by somebrands is nothing short ofremarkable.But Id ask you to holdthat thought for a moment.First,we should reconcile ourreality.G

3、lobal spending shot up by+4.8%in 2022,leaving the+2.6%growth of 2021 far behind.But weshouldnt be too excited by thosenumbers.This so-called“value”ismostly driven by inflationshandiwork,not honest-to-goodnessconsumer demand.And who(ultimately)pays theserising prices?Well,its the everydayshoppers tig

4、htening their belts andchanging their ways to make endsmeet.Theyre flocking to discountstores,spacing out their shoppingstores,spacing out their shoppingtrips in some parts of the world,and hunting down smaller packsizes to manage the money thatkeeps the household afloat.Brand Footprint investigates

5、the performance of 37,000brands across 53 marketsand five continentsPut simply,shoppers are beingforced to spend more and maketough choices.Though they arepresented with roughly the samenumber of brand choices whenthey shop,they are buying less andpaying more,opting for lower-costalternatives in som

6、e categories andrelinquishing others altogether.Thispattern is likely to continue,as evenwhen inflation is reined in,priceswill stay high to tackle ongoingsupply chain challenges and higherenergy,production,and distributioncosts.But brands are adroitlyrecognising and responding torecognising and res