PREFERENCE FOR LOCAL BRANDS BY CATEGORY

Global average (in %) | Within the home care category, consumers around the world prefer global brands

54

Despite the shifting preference towards global brands, in Asia and Latin America, sales of local brands are higher. This could be on account of cultural issues or because of better distribution and smarter pricing by local producers

local brand preference in tea/coffee (49 per cent), bottled water (42 per cent), carbonated soft drinks (25 per cent), and energy/sports drinks (19 per cent). For alcohol, preference sits firmly with the global brands

| Globalisation, clever marketing and global brands’ longevity in a market can all influence consumers’ perception of what is local and what is global | In many instances consumers are confused about the brand’s origins, mistaking global brands for local given the wide availability of these labels at local stores