Global market researcher Euromonitor International has just released its report, “Top 100 Megabrands: How the World’s Fast-Moving Brands Remain at the Top,” revealing the world’s leading fast-moving consumer goods (FMCG) brands ranked by retail sales value in 2017.
In addition to the top 100 ranking, the report highlights key categories (packaged food, beauty and personal care, soft drinks and “other”), compares ranks across regions and spotlights the top 10 megabrands.
Beauty and Personal Care came in as the No. 2 category with one-quarter of the top 100 megabrands identified by Euromonitor International. It was the second most represented category, behind packaged food.
Overall, L’Oréal Paris ranked No. 5 among the Top Five Megabrands ranked by Euromonitor.
Within beauty and personal care, L’Oréal Paris and Nivea, in first and second place respectively, are unmoving compared with their ranking in 2014. While there has been movement across the top 10, rankings have not changed significantly. Only one brand has entered the top 10 since 2014: Shiseido, at No. 8.
Since 2014’s data, Euromonitor notes that perhaps the key trend has been premiumization. Revived consumer confidence in key markets, plus aspirational demand in emerging regions has grown the premium market substantially.
Mass market brands have responded and premium brands have sought to increase differentiation through “authentic” positioning and personalization. The importance of e-commerce to beauty and personal care brands has exacerbated this trend. As online retailers look to own the customer relationship, brands have to avoid commoditization.
The Top 10 in Beauty and Personal Care
The Top 10 Beauty and Personal Care Brands Worldwide, named in order, are:
- L'Oréal Paris
- Gemey/ Maybelline/ Jade