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1 February 2008
Australia
According to the 2007 Nielsen Top 100 Brands Report, the top three supermarket brands remain unchanged, with Winfield, Coca-Cola and Longbeach taking the top three positions – these three brands have held the top positions since the inception of the Top 100 Brands Report in 1994.
The Top 100 Brands Report published biennially by leading marketing and media research firm – The Nielsen Company, also reveals that Winfield, Coke and Longbeach remain the only three supermarket brands in Australia to be valued at over $750 million dollars after breaking through this barrier for the first time in 2005.
Although tobacco brands continue to dominate the top 100 list, there has been a slight reduction from 14 brands in 2005 to 13 brands in 2007. Other categories which have performed well in 2007 include carbonated beverages, fruit juices and bread, all having four brands in this year’s top 100 list.
Growth in 2007 has slowed down to just 9.9 percent compared to the 11.8 percent growth achieved in the two years to July 2005. The value of the top 100 brands is now around $15.5 billion which accounts for 37.5 percent of total packaged grocery, which remains fairly unchanged since 2005.
To make the 2007 top 100 brands list, brands needed to achieve annual sales in excess of $66 million, which is up $4 million in two years and up $11 million since 2003. This year saw five brands drop out from the previous top 100 list, to be replaced by new entrants Paradise Biscuits coming in at number 83 with annual sales between $75-100 million and Devondale (92), Lean Cuisine (93), Peter Stuyvesant (97) and Mortein (98) with sales of $50-75 million. Each of these brands enjoyed strong growth in the past two years, particularly Devondale which was up more than 60 percent and Paradise Biscuits which had a 55 percent gain on its 2005 sales. Devondale and Paradise Biscuits recorded the strongest sales growth of any brands in this year’s list.
The 2007 ranking of the top 25 umbrella brands remains unchanged at the top, with Arnott’s, Cadbury and Kellogg ranking as the top-selling umbrella brands. Overall the composition of the umbrella brands was relatively unchanged with just one new entrant in 2005 – Mainland.
Megan Treston, Director, Retail Client Service, Nielsen Australia, noted that “This Nielsen report highlights the importance of the ongoing investment required to build a strong brand. Today’s Top 100 Brands are where they are because of years of investment in marketing and brand building. Advertising, new product development, packaging and product quality are all critical factors in the success of these brands.”
“Those brands who have seen the strongest positive movements in rank over the past two years also highlight a couple of emerging consumer trends in the areas of convenience (single-serve options in frozen meals, soup, ice cream and biscuits, and snacking options in cheese) and organics (baby food, pasta and cereal).”
Concentrated ownership:
Just 43 manufacturers own the top 100 brands, with close to half of the brands (48) owned by 10 manufacturers. Nestle owns the most brands on the top 100 list of any manufacturer with an impressive seven top 100 brands within its portfolio including Peters, Nescafe and its newly acquired brand Uncle Tobys. This was followed by Unilever with six brands on the top 100 list, and Simplot, British American Tobacco and National Foods who hold five brands each.
Annual advertising expenditure:
In the past 12 months, Nielsen Media Research estimates that manufacturers of the top 100 brands spent around $252.8 million on advertising. This expenditure is relatively unchanged since the previous year where $252.3 million was spent by the top 100 brands.
Click here to download the full report which shows the Nielsen 2007 Top 100 Brands list
Methodology:
Nielsen has been providing information to the grocery industry on consumer and retail trends for many decades. The Top 100 Brands is now in its thirteenth year and continues to generate much interest, feedback and the occasional animated debate.
Nielsen has made every effort to ensure the data in this analysis is accurate. However, due to the constant shifting of the marketplace and the magnitude of the analysis, the Company cannot guarantee that all errors or omissions have been corrected.
Comparisons with the 2005 compilation should be treated with some care, and consideration should be given to brand and definitional changes.
Definitions:
Defining a brand can be difficult. Manufacturers often have different views of what makes up a brand, a sub-label or an umbrella brand.
As in previous years, Nielsen has compiled two lists. The top 100 brands list defines a brand within a single category (eg Colgate toothpaste). Range extensions under the same name are included: Diet Coke, for example, is included in the Coca-Cola brand.
The top 25 umbrella brands apply to brand names that cross grocery categories (eg Heinz baked beans/spaghetti and soup), or where sub-brands can be viewed as brand names in their own right. An example of this is Arnott’s, which has individual entries in the entries in the top 100 (eg Shapes and Tim Tam), but the Arnott’s umbrella brand is included in the top 25 list.
Methodology:
Nielsen has been providing information to the grocery industry on consumer and retail trends for many decades. The Top 100 Brands is now in its thirteenth year and continues to generate much interest, feedback and the occasional animated debate.
Nielsen has made every effort to ensure the data in this analysis is accurate. However, due to the constant shifting of the marketplace and the magnitude of the analysis, the Company cannot guarantee that all errors or omissions have been corrected.
Comparisons with the 2005 compilation should be treated with some care, and consideration should be given to brand and definitional changes.
Definitions:
Defining a brand can be difficult. Manufacturers often have different views of what makes up a brand, a sub-label or an umbrella brand.
As in previous years, Nielsen has compiled two lists. The top 100 brands list defines a brand within a single category (eg Colgate toothpaste). Range extensions under the same name are included: Diet Coke, for example, is included in the Coca-Cola brand.
The top 25 umbrella brands apply to brand names that cross grocery categories (eg Heinz baked beans/spaghetti and soup), or where sub-brands can be viewed as brand names in their own right. An example of this is Arnott’s, which has individual entries in the entries in the top 100 (eg Shapes and Tim Tam), but the Arnott’s umbrella brand is included in the top 25 list.
Coverage:
The top 100 brands and top 25 umbrella brands lists are based on annual sales through supermarkets and grocery stores for the year ending April 2007. For direct-delivery categories such as bread and milk, the data is projected for warehouse accounts.
The coverage is national (including Tasmania) and covers all grocery accounts. The non-grocery channels not covered are the route trade (milk bars, newsagents, service stations), convenience stores, mass merchandisers (Kmart, Big W, Target), department stores, food service, vending and exports.
Sources:
Brand retail sales – Nielsen Retail Measurement Services
Estimated advertising expenditure – Nielsen Media Research. Main media estimated advertising expenditure in major metropolitan and regional TV and newspapers, consumer magazines, metro radio, cinema and outdoor.
The top 100 brands and top 25 umbrella brands lists are based on annual sales through supermarkets and grocery stores for the year ending April 2007. For direct-delivery categories such as bread and milk, the data is projected for warehouse accounts.
The coverage is national (including Tasmania) and covers all grocery accounts. The non-grocery channels not covered are the route trade (milk bars, newsagents, service stations), convenience stores, mass merchandisers (Kmart, Big W, Target), department stores, food service, vending and exports.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions and recognised brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek), trade shows and the newspaper sector (Scarborough Research). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com.
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