Largest FMCG brands saw quickest growth last year

Rob Clapp

An overview of FMCG brand growth in 2020.

Consumers preferred recognised names in the FMCG category last year as it was the largest brands that saw the biggest increase in household penetration, according to data from Kantar, GfK, IRI and Intage.

Among FMCG brands that grew their penetration in the 52 weeks to October 2020, the average increase was 1.1 percentage points (pp), a quicker rate of growth than in the previous 52 week period (+0.8pp).

However, the largest FMCG brands (those with a penetration of more than 30%) saw more than double this rate of increase, up 2.4pp in 2020. In comparison, the smallest brands...

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