Inter-generational loyalty; children continuing the shopping habits of their parents when they set up their own household, is the biggest driver of FMCG unit growth. Brands of the Decade, a new analysis of shopper behaviour since 2012 shows that, in 2021, branded FMCG items were chosen a total of 382 billion times, up 16% compared to a decade before.
Read the full article on the Kantar website
NAM Implications:
- A valuable set of benchmarks and indicators for looking ahead.
- And worth comparing with your rivals…
- Unless you prefer to wait and see where the growing importance of own label leads?
