![]() In these markets, small brands have power. Plus, many aspiring consumers in these markets are often buying a brand for the first time, according to our research. ![]() These are markets that, in addition to double digital CPG growth, have bourgeoning middle classes, fragmented mass media, and often have complex “last mile” delivery of products due to complex infrastructure. According to Accenture research, in the past 10 years, the top three big consumer goods brands have lost more than 5% of their share in three of those four markets. In China and Indonesia, their negative trajectory is getting worse. But big “power brands” have been losing market share to smaller rivals. In China, Indonesia, and India, this market has been growing at about 9% per year over the past 10 years Brazil has seen about 3% annual growth. Executives of well-established companies in this space know that the alarm bell has been ringing for some time as they lose ground to smaller, more local brands - but responding effectively has proven difficult.Įmerging markets have been strongholds for big consumer-packaged-goods (CPG) brands like Colgate, Avon, Axe, and Olay, which are backed by large, incumbent companies. Big global brands in the $1.2 trillion consumer-packaged-goods industry are facing a competitive wake-up call in some unlikely places: China, Indonesia, India, and Brazil.
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