Ispahani, the local beverage brand, remains the most chosen beverage brand in Bangladesh for the second consecutive year, according to Kantar Worldpanel’s Brand Footprint study 2017, said a statement sent to FS. While Ispahani dominates the beverage category in Bangladesh, other major brands in the category are 7-UP and Brooke Bond and Coca-Cola leads the global ranking for beverage category along with the overall global ranking followed by Pepsi.
Now in its fifth iteration, Brand Footprint ranks the most chosen and fast growing FMCG brands using a metric called CRP (Consumer Reach Point) in 43 countries across the world revealing a macro view on the global FMCG industry as well as highlighting the opportunities for brands to increase their footprint. The study has been including Bangladesh market for the last two years. According to Kantar, there are now 21 brands which are chosen more than 1 billion times.
Overall, the study shows that emerging markets continue to outgrow developed markets in FMCG spending. Emerging market spending on FMCG grew by $34 billion in 2016, up +6% compared to last year which accounts for 51% of global spend on fast-moving-consumer-goods, while developed markets growth remained flat.
At the same time, local brands are experiencing significant surge against global brands in a host of categories with an overall 3.9% growth in 2016, while global brands grew by only 2.6%. The scenario is particularly strong in the food and beverage categories where local brands are being chosen in 74% and 67% of purchases respectively.
A commitment to ensuring best experience
Ispahani is one of the oldest beverage brands in the country. While there are new entrants in the category, the company continues to innovate and invest to better serve its customers.
“Ispahani has always been committed to providing the highest quality tea and best experience to our consumers. Our tea department works hard to select, blend and pack the finest Bangladeshi tea for both the local and international markets. We are singularly focused on ensuring best of quality and providing a very high degree of customer satisfaction,” says S M Didarul Hasan, Senior Marketing Manager of Ispahani. Mr. Hasan credits its relentless consumer-centric approach to its success. “Satisfaction and trust of our customers are the best recognition for us and this ranking means our consumers' trust and love Ispahani. Our ambition is to keep creating delightful moments and continue giving our consumers a rich and fulfilling tea experience.”
According to Kantar, Brand Footprint Data for 2017 study was collected over the 52-week period between November 2015 and October 2016 covering a total of 1 Billion households across 39 countries, 73% of the global population and 75% of the global GDP. The complete ranking comprises over 200 FMCG categories tracked around the world by Kantar Worldpanel across the Beverages, Food, Health and Beauty and Home Care products.
While the Brand Footprint publication is a Kantar Worldpanel initiative, and the ranking is created in collaboration with IMRB in Bangladesh and Sri Lanka, with GFK in Germany, Russia, Italy, Poland and Turkey and with IRI in the US.