4. Tang (9)
Some strong regional brands, such as Mondelez's powdered juice drink Tang, have no intention of going global, according to Kantar Worldpanel, and successfully respond to regional consumer tastes and trends.
Thus, Tang is the fourth-biggest global beverage brand in the 2013 rankings, despite only reaching 13% of households, and is poised to enter Kantar's 'Billionaire Brands' club (such brands are chosen by at least 1bn consumers) with 948m choices in 2012.
This shows the size of Tang's customer base in Latin America, where it reaches 63% of households, while it reaches just 0.2% of European households.
"It is extremely popular in Brazil, Philippines, Venezuela, Mexico and Argentina, and the brand is growing by developing a variety of flavors to suit local preferences," Kantar's analysts wrote.
