最有价值和最强大的食品、非酒精饮料和乳制品品牌的2024年度报告（英）.pdf

Food&Drink 2024 The annual report on the most valuable and strongest Food,Non-Alcoholic Drinks&Dairy brands August 2024Brand Finance Food 100 2 2024 All rights reserved.Brand Finance Plc.ContentsAbout Brand Finance 3Foreword 4David Haigh,Chairman&CEO,Brand FinanceRanking Analysis 7Food 100 8Food Brand Value Ranking(USDm)16Non-Alcoholic Drinks 50 18Dairy 10 26Methodology 31Our Services 37Our teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.Unique combination of expertiseBrand Finance,a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,is the first brand valuation consultancy to join the International Valuation Standards Council.Our experts crafted standards(ISO 10668 and ISO 20671)and our methodology,certified by Austrian Standards,is officially approved by the Marketing Accountability Standards Board.Priding ourselves on technical credibilityWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 reports annually.Quantifying the financial value of brandsBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For more than 25 years,we have helped companies and organisations of all types to connect their brands to the bottom line.Bridging the gap between Marketing and FinanceAbout Brand FinanceThe worlds leading brand valuation consultancyFor business enquiries,please contact:Richard HaighManaging DFor media enquiries,please contact:GayathriMarketing Director,Asia PFor all other enquiries:[phone] ForewordBrand Finance Food 100 4David Haigh Chairman&CEO,Brand FinanceBrand valuation helps companies understand the value of their brand and how it contributes to the overall value of the company.This important understanding can inform decision-making related to marketing and branding efforts,as well as provide a benchmark for future performance.It can also be used to help attract investors and secure financing,as a strong brand can be a valuable asset.Additionally,brand valuation can be useful in the event of a merger or acquisition,as it can help determine the value of the brand being acquired.Overall,brand valuation helps organisations understand the worth of their brand and how it fits into their overall business strategy.A strong brand can lead to improved business returns in several ways.First,a strong brand can help a company differentiate itself from its competitors and establish a unique identity in the market,which can lead to increased customer loyalty and retention.This,in turn,can lead to higher sales and revenue.A strong brand can also help a company command a higher price for its products or services,as consumers are willing to pay more for a brand they perceive as high-quality and trustworthy.In addition,a strong brand can help a company attract top talent,as employees may be more attracted to work for a well-known and reputable brand.Finally,a strong brand can provide a company with a competitive advantage and help it weather economic downturns or industry disruptions.This year,Brand Finance has invested more in researching and understanding customer perception of brands across the world than ever before,with original research taking place in dozens of jurisdictions globally.The report you are reading is based on this extensive original research,with the findings representing a catalyst for further conversations.If you want to help build a stronger brand,or if you want to better understand the value of your brand,please contact the Brand Finance team and I anytime.I look forward to the conversation and helping to build a more profitable future for your Gain InsightLeverage strategic insights to enhance your brands financial standing.Strategise effectively to position your brand as a market leader.Strategic GuidanceBenchmark your brand against industry standards for a competitive edge in the corporate landscape.Benchmark Your PerformanceEmpower your marketing team with comprehensive knowledge about your brands financial value.Empower Your Marketing TeamOptimise communication channels by understanding and articulating your brands financial significance.Enhance CommunicationDeepen your financial acumen and make well-informed decisions for corporate success.Deepen UnderstandingRequest your own Brand Value ReportBrand Finances Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to determine your brands value,as well as brand equity research.Each report includes expert recommendations for growing brand value,driving performance,and gaining insights into your position against +6,000 brandsOriginal market research on global,market and sector leading brands.Comprehensive coverage for market specific learnings that inform decision making.41 countriesBenchmark your brand against competitors and leverage industry level insights to empower your strategy.31 sectorsRobust market representation for a global perspective.+150,000 respondentsTake a longer view to track and learn from fast growing brands,market disrupters,and market leaders.Understand your brands standing in the market,what its known for relative to the competition,and what drives customer decision making so you can create a roadmap for success.8th consecutive yearStrategic InsightBrand Finances Global Brand Equity Monitor research utilises a comprehensive framework to track and measure the core building blocks that underpin strong brands,while delivering nuanced insights that direct strategy for understanding,maintaining and building brand strength.Brands,and customer relationship with brands,are complex.As such they require attention,direction and measured support if theyre to fulfil their potential.Our brand equity reports deliver expert insight and recommendations to power your brand strategies and valuation.Get Full Access to our Global DataRanking AnalysisNestl sips the good life,remaining the worlds most valuable food brand with Lays in second +Nestl retains title of most valuable food brand with a brand value of$20.8 billion +Lays stacks up to become the second-most valuable food brand with a brand value of$12 billion+Convenience foods rise in popularity,thanks to younger audience +Viterra has the largest brand value growth spurt of 37%+Amul&Hersheys lead with AAA+brand strength rating +Nestl has the highest Sustainability Perceptions Value,Lays has the highest Positive Gap ValueBrand Finance Food 100 9Food 100This year,the value of brands in the food and beverage sector fell by 4%,reaching around USD268 billion.This decline is mainly because more consumers are choosing smaller,private label brands over big names to cater for more unique and personalised products.Convenience foods and dairy products are the biggest contributors to the sector,making up about 38%of the total brand value.Convenience foods are popular because busy lifestyles mean people want quick and easy meal options while the dairy market remains strong,thanks to new plant-based alternatives and a focus on health.These trends highlight a move towards more diverse consumer choices,with a growing demand for products that match individual preferences.Established brands now face the challenge of keeping up with these changes,while newer brands are stepping in to meet the evolving needs of consumers.Nestl retains title of most valuable food brand with a brand value of$20.8 billion Nestl(brand value down 7%to USD20.8 billion)remains as the global food industrys most valuable brand ranked,according to a new report from leading brand valuation consultancy,Brand Finance.The slip in brand value is due to the drop in its Brand Strength Index(BSI)by 2.6 points to 79.7 of 100 this year but despite this,there has been an improvement in brand equity.Nestl has also managed to retain its brand strength rating of AAA-.Due to supply chain pressures from the pandemic and Russias invasion of Ukraine,the packaged goods industry has witnessed a rise in prices.Nestl has also been raising its own prices in response,hence bringing about a decline in sales volumes while maintaining sales.Based on Brand Finances research data,this drop in volume is reflected through the brands lower Usage attribute score which decreased from 8.66 in 2023 to 8.21 this year.Similarly,the impact of price hikes has also led to lower Word of Mouth and Value for Money attribute scores,declining by 1.3 points and 0.9 points,respectively.Brand Finance Food 100 10The food and beverage industry is undergoing a rapid transformation driven by evolving consumer preferences.While the decline in brand value is a challenge,it also presents opportunities for innovation.Brands that successfully adapt to these trends by demonstrating strong brand purpose and delivering exceptional consumer experiences will be the ones to thrive in this new landscape.Savio DSouza Valuation Director,Brand FinanceTop 10 Most Valuable Food Brands 2024 Brand Finance Plc.2024Food 100109876+7%-11%+12%2120$6.0 bn$5.4 bn$4.6 bn2+6%$7.5 bn -16%$6.1 bn 41532Nestl Annual Review 2016-7%+9%-6%-5%-10%02121$20.8 bn$12.0 bn$11.6 bn$8.3 bn$8.0 bn Brand Finance Food 100 11Food 100Lays stacks up to become the second-most valuable food brand with a brand value of$12 billion Lays(brand value up 9%to USD12 billion)has risen by one spot to become the second most valuable food brand ranked globally,succeeding Yili(brand value down 6%to USD11.6 billion)which is close behind in third place.Lays also has a brand strength rating of AAA-,despite a slight decline by 0.5 points to 83.1 of 100 in its BSI score.Lays brand value growth was largely supported by a strong financial performance,thanks to the brand meeting the demand for innovative flavoured potato chips through its products,such as its Flavour Swap and MAX lineups.Familiarity and consideration for this brand have both seen an increase this year,with familiarity rising by 0.04 points and consideration achieving a perfect score,rising by 0.34 points.Convenience foods rise in popularity,thanks to younger audience Global sales in the convenience food segment are projected to increase to roughly USD839 billion by 2028.More specifically,three in five consumers worldwide utilise convenience foods minimally once a week,while one in five have opted for convenience foods more than once a day.This trend is set to rise and is largely supported by younger consumers.Out of all the convenient food brands in the ranking,the two best performing brands are Healthy Choice(brand value up 17%to USD1.4 billion)and DiGiorno(brand value up 17%to USD1 billion).Despite headwinds from inflationary high input cost in the industry,both brands were able to achieve brand value growth of 17%.Healthy Choice was able to grow its brand value by utilising innovative product releases that allow the brand to adapt to changes in consumer preferences,thereby boosting revenue growth and brand recognition.This includes its Healthy Choice Power Bowls with trending seafood options as a recent example.DiGiorno,a sub-brand under Nestl,improved its brand value by leveraging on TikTok and partnerships to produce musical content and skits,which led to an increase in sales of more than 3%.DiGiornos focus on culturally relevant content helped it stand out in a market dominated by delivery giants.Brand Finance Food 100 12Brand Value Change 2023-2024(%)Brand Finance Plc.202437%36%31%17%17%17%17%16%16%16%Food 100Viterra has the largest brand value growth spurt of 37%With its brand value up by 37%to USD1.1 billion,new entrant Viterra is the largest brand value grower in our ranking.This improvement is supported by an increase in its BSI score by 2.4 points to 60.6 of 100,and a brand strength rating of A+compared to A from last year.Viterras revenue rose by 2%from last year.This was aided by increased volumes that mitigated effects of a reduced-price environment which lasted throughout 2022 before stabilising last year,as well as the acquisition of Gavilon in October 2022,the latter of which helped the brand achieve a higher enterprise value.Brand Finance Food 100 13Top 10 Strongest Food Brands 2024 Brand Finance Plc.2024109876-1.1+4.9+0.7221287.086.886.80+1.787.3 +6.587.2 41532+2.0-1.4+2.0+0.4-0.92122191.090.088.688.087.4 Food 100Amul&Hersheys lead with AAA+brand strength rating After placing second last year,Amul(brand value up 11%to USD3.3 billion)has risen one spot to become this years strongest food brand in the global rankings.Its brand value growth is supported in part by its robust BSI performance,having recorded an increase of 2.0 points from 2023 to a score of 91.0 of 100 this year.Its brand strength rating has also maintained at AAA+,with the only other brand having this rating being Hersheys(brand value down 0.5%to USD3.9 billion),last years strongest which is now at second.Amuls BSI improvement was most visible in terms of the familiarity,consideration and recommendation metrics measured through Brand Finances research,which in turn is attributed to the brands unique branding strategies.Brand Finance Food 100 14Top 10 Food Brands by Sustainability Perceptions Value Brand Finance Plc.2024109876E:0.99 S:0.99 G:1.00E:0.97 S:0.99 G:0.99E:0.94 S:0.96 G:0.96E:1.04 S:1.03 G:1.02E:0.96 S:0.99 G:0.98$372 m$361 m$294 m$484 m$387 m 41532Nestl Annual Review 2016E:1.02 S:1.04 G:1.04E:1.02 S:1.05 G:1.02E:0.97 S:0.99 G:1.00E:1.02 S:1.03 G:1.01E:0.92 S:0.92 G:0.95$1,388 m$774 m$768 m$530 m$498 m USDxx=Sustainability Perceptions Value x.x=Sustainability Perceptions Score/Sector MedianFood 100Nestl has the highest Sustainability Perceptions Value,Lays has the highest Positive Gap Value Brand Finance also utilises its Global Brand Equity Monitor(GBEM)research to compile a Sustainability Perceptions Index which determines the role of sustainability in driving brand consideration across sectors.Brand Finances perceptual data also offers insight into which brands global consumers believe to be most committed to sustainability.For individual brands,the Index displays the proportion of brand value attributable to sustainability perceptions.This Sustainability Perceptions Value is the financial value contingent on a brands reputation for acting sustainably.From here,Brand Finances perceptual research is analysed alongside CSRHubs ESG performance data to determine a brands gap value.This is the value at risk,or value to be gained,arising from the difference between sustainability perceptions and actual performance.The 2024 Sustainability Perceptions Index finds that in the food sector,Nestl has the highest Sustainability Perceptions Value of USD1.4 billion.Brand Finance Food 100 15communication about their sustainability efforts,so that perceptions are raised to fully account for the brands actual sustainability performance.Lays gap value suggests that it could generate an addit