Asia-Pacific food brands on the rise

Posted by AFN Staff Writers on 10th December 2014
Asia-Pacific food brands on the rise
Asia-Pacific food brands on the rise

Brands from the Asia-Pacific region have emerged as major players in the global packaged food industry over the last decade, according to market research organisation Euromonitor International.

Euromonitor has released its 2014 list of the biggest “billionaire brands” in the food world. Charting the Top 50 packaged food brands, and comparing their performance against 10 years ago, Euromonitor presents a revealing snapshot of an industry driven by the emergence of key Asia-Pacific brands.

Lesser known brands on the rise

Euromonitor’s biggest billionaire brand list contains some of the most iconic food brands in the world. From long standing members such as Kellogg’s and Cadbury to some of the lesser known recent additions, Euromonitor said it found that some of the top 50 food brands had grown over the last decade and others had not.

In 2004, the first five places in the billionaire club were held by the brands Kellogg’s, Kraft, Lay’s, Wrigley’s and Cadbury. In 2014, by comparison, Lay’s emerged as the biggest brand in packaged food, followed by Kellogg’s, Yili, Mengniu and Wrigley’s. Kraft and Cadbury remained close to the top of the list, but just outside of the leading five positions, at sixth and seventh place respectively.

Asia-Pacific ‘major growth engine’

Euromonitor said the Asia-Pacific has been the major growth engine of the packaged food industry over the last decade by adding over US$180 billion to the global market. This figure represents 48 per cent of the growth generated by the entire industry.

Unsurprisingly, China has been the primary source of this and many of its home-grown brands, such as Yili and Mengniu, have risen up the global brands list rapidly.

Next step, expansion?

Despite many of the Asian food brands entering the billionaire club, Euromonitor found that most were actually entirely dependent on revenue from a single market. The next step for these brands could be regional expansion, according to Euromonitor.

Many iconic food brands ‘losing their way’

On the other side of things, Euromonitor found that many brands that might be considered iconic were starting to “lose their way”.

Eponymous brands such as Campbell’s and Barilla are being switched out for more targeted brand names that focus on core categories and demographic groups. The rise of the yoghurt-focused Activia brand at the expense of Danone is clear evidence of that trend, according to Euromonitor.

Euromonitor suggested that, looking to the next half of the decade, other eponymous brands such as Kellogg’s, Heinz and Nestlé could be set to fall off consumers’ radars.

Top 50 global food brands

  1. Lay’s
  2. Kellogg’s
  3. Yili
  4. Mengniu
  5. Wrigley’s
  6. Kraft
  7. Cadbury
  8. Knorr
  9. Master Kong
  10. Arawana
  11. Kinder
  12. Activia
  13. Heinz
  14. Oscar Mayer
  15. Shineway
  16. Doritos
  17. Nestle
  18. Maggi
  19. Yoplait
  20. Danone
  21. Wahaha
  22. Nissin
  23. Bimbo
  24. Hershey’s
  25. Yakult
  26. Arla
  27. Cheetos
  28. Stouffer’s
  29. Quaker
  30. Snickers
  31. Oreo
  32. M&Ms
  33. Trident
  34. Magnum
  35. President
  36. Barilla
  37. Campbell’s
  38. Pringles
  39. Milka
  40. Enfamil
  41. Nutricia
  42. Galaxy/Dove
  43. Herbalife
  44. Tostitos
  45. Fortune
  46. Nutella
  47. Herta
  48. Kalleh
  49. Wang Zai
  50. Maruchan