Sprite achieves the biggest Household Penetration Growth Among FMCG Brands in 2022
Sprite achieved the highest household penetration growth among fast-moving consumer goods (FMCG) brands globally in 2022, according to the KANTAR report. The brand gained 34 million households during the year, demonstrating its rapid expansion. Unilever’s Sunsilk and Dove ranked second and sixth in terms of penetration gains, followed by Nestle’s Nescafe and PepsiCo’s Lay’s.
The Coca-Cola Company itself also experienced significant growth, adding 25 million households in 2022. It was ranked eighth on the list of penetration gains. Also, the Coca-Cola company topped Kantar’s “most chosen” brand list for the year, which measures a brand’s strength based on Consumer Reach Points (CRPs). CRPs consider factors such as population, household penetration, and consumer choice. Coca-Cola’s success was followed by Colgate and Maggi on the list.
In the UK, the brand with the highest CRP was Warburtons. The “most chosen” list takes into account both frequency of interaction and household penetration when ranking brands. Some marketing experts, like the Ehrenberg-Bass Institute, emphasize the importance of acquiring new customers to drive growth. They argue that tactics focused on customer acquisition can lead to increased frequency of purchases.
Kantar’s research reveals that almost half (48%) of FMCG brands globally increased in value in 2022 compared to 2021. Among these growing brands, 88% experienced improved penetration. Over half (51%) of brands that grew in value achieved growth through both higher penetration and frequency, while 37% achieved growth solely through higher penetration.
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Interestingly, a higher proportion of small brands experienced growth compared to medium, large, and “super” brands. In 2022, 56% of small brands increased in value, while only 37% of the larger brands achieved growth.
The Coca-Cola Company successfully maintained its position as the “most chosen” global FMCG brand while adding approximately 25 million households to its customer base. In addition to the flagship Coca-Cola brand, the company’s Sprite and Fanta brands also saw significant growth. Sprite moved up one place on the “most chosen” list, while Fanta rose eight places.
To support the growth of Sprite and Fanta, Coca-Cola invested in marketing and brand development. In 2022, Sprite launched its first-ever global platform called “Heat Happens” and revamped its packaging. Fanta also underwent a global brand identity update to create a unified presence.
Achieving penetration growth requires effective marketing, strong distribution channels, and a unique product proposition, according to Virginia Garavaglia, the head of marketing at Kantar’s Worldpanel division.
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By investing in these areas, the Coca-Cola Company has managed to drive the success of its brands, including Sprite and Fanta, and stay relevant to consumers.
