3. Pepsi (4)
Global brands need to keep up with evolving tastes and attitudes that are increasingly local, keep step with a region's history, re-define quality and market goods while considering shoppers' requirements to buy more 'essentials', according to Kantar Worldpanel.
For Pepsi, emerging markets contribute to 86% of brand growth (for Coca-Cola the figure is 100%), and Kantar said such regions were a key growth driver for 93% of growing brands in its Top 50 Brand Footprint 2013.
Kantar also noted Pepsi's new shape 20oz bottle, its first new shape in almost two decades. A contoured bottom half makes this easier to hold, while the wraparound label is shorter so more of the drink is exposed.
Pepsi's Kantar Worldpanel vital statistics? Consumer Reach Points: 1.797bn (+2% versus 2012) Penetration 27.9%, Frequency 7.9%.
