- Index hide1 The ranking of Brand Footprint brands in Mexico places Coca-Cola as the brand best valued by Mexicans.2 The soft drink saw sales of 227 million times nationally during the year, up 3 percent from the previous year.3 The Brand Footprint is a global study that includes the evaluation of more than 26 thousand brands.
The ranking of Brand Footprint brands in Mexico places Coca-Cola as the brand best valued by Mexicans.
The soft drink saw sales of 227 million times nationally during the year, up 3 percent from the previous year.
The Brand Footprint is a global study that includes the evaluation of more than 26 thousand brands.
The brand ranking Brand Footprint of Mexico did not present surprise in its Top three, which is again led by Coca-Cola, Bimbo and LALA, in that order.
Ten years after being instituted, the ranking is responsible for measuring the consumption behavior of brands globally and in more than 50 countries individually, these represent the 87 percent of world GDP. For this ranking, more than 26 thousand brands were considered.
Let us remember that Grupo Bimbo stood out in the 33rd position globally in the 2021 ranking Kantar Brand Footprint.
Coca-Cola, Bimbo and LALA lead the national Top Brand Footprint Mexico
Since its implementation, the ranking has functioned as one of the most authoritative studies in the world. In Mexico, for this study six regions were taken into account and 20.2 million households. This represented 82 percent of the urban population and more than 325 brands.
Until now, in all editions three aspects have been taken into account that are essential for the operation and correct acceptance of this study:
- In the first place, consumer behavior is considered according to the deck of options, that is, around 55 brands are frequently considered by buyers. In this sense, the challenge is to find the movement of the trends according to the client’s actions.
- In the second instance, constant development is appreciated, which is carried out through the penetration rate in homes, this being the best and only way to grow in the market.
- Finally, the success of small brands is considered to mean increasing the presence in homes by 0.5 percent per year within a market, while for established brands it is valued at 1.5 percent.
According to ratings, Coke has risen again, for the tenth consecutive year, as the best valued brand in the study. this was bought 1.227 million times nationally for the year, up 3 percent from the previous year.
In second place, of course, is the participation of the Mexican multinational, Grupo Bimbo, which has been able to maintain its position for four years, consolidating itself as one of the brands with the greatest presence in most homes with the 98.9 percent.
On the other hand, LALA also stands out, because although 2018 represented a setback due to Bimbo taking second place, it continues to be in the top three, being bought 480 million times nationwide. The top five is completed with Alpura and Nutri.
In the following graph, you can see the movement of the study since its implementation in 2012, where the participation of some brands stands out, apart from those already mentioned, such as La Moderna, Pepsi, La Costeña, Nescafé and Knorr, with which the top ten is complete.
In addition to this, the mention of brands such as Except, Clemente Jacques, 1-2-3, Jarritos and Alpura herself, which obtained the best performance compared to the numbers of the previous year. The growth was 23, 14, 12, 10 and 6 percent respectively.
Fabián Ghirardelly, general director of the Worldpanel division of Kantar Mexico, pointed out that the high levels of inflation observed in recent months could directly influence the consumption trends of Mexicans. This has already been reflected because according to information from the study, during the first half of June, inflation accelerated to 7.88 percent at an annual ratewhich represented its highest level for the same period since 2000.
Finally, he pointed out that the categories that showed higher-than-average inflation will be more exposed to abrupt consumption trends, so they will acquire chaotic inconveniences to maintain sales levels and stability in terms of their market share.
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