Top food and drink brands in 2020

Friday, 18 September, 2020

Top food and drink brands in 2020

The world’s top food & drink brands have been revealed in the latest Brand Finance Food & Drink 2020 report.

Coca-Cola retained its title of the world’s most valuable soft drinks brand in the 2020 report, recording a steady 5% increase in brand value to US$37.9 billion. The brand is worth more than double that of its second-placed rival, Pepsi (up 2% to US$18.9 billion).

Consistent with other brands in the soft drinks sector, Coca-Cola’s success has been disrupted by COVID-19, suffering the steepest drop in quarterly sales in over 25 years due to the fall in demand after bars, restaurants and cinemas were forced to close.

Savio D’Souza, Valuation Director, Brand Finance, said: “The pandemic has dented Coca-Cola’s once solid reputation as being a recession-proof brand; while this can be put down to extraneous impacts, its fierce rival, Pepsi, has fared relatively well. On a portfolio level, PepsiCo continues to pull ahead of Coca-Cola in terms of brand value and strength. Management is making the right calls to cull zombie brands and refocus on the strong master brand, and a streamlined portfolio.”

In the dairy category, Yili records an impressive brand value growth of 13% to US$8.6 billion. The company has now overtaken Danone to become the most valuable dairy brand in the world, as well as claiming second position in the overall Brand Finance Food 50 2020 ranking.

Yili also has the fifth most valuable dairy portfolio, with a total brand value of US$8.6 billion. Nestlé once again leads the way, boasting the most valuable dairy portfolio with a combined brand value of US$12.6 billion. Lactalis’s (total brand value US$11.7 billion) and Danone’s (total brand value US$11.6 billion) dairy portfolios claim second and third respectively.

Nestlé has also retained the title of the world’s most valuable food brand following a 3% brand value increase to US$20.3 billion. The Nestlé portfolio is once again the most valuable food and drink portfolio, with a total brand value US$68.5 billion.

Ones to watch

Across the sector there are some standout brands that have recorded significant growth in brand value.

As the fastest growing food brand, Japan’s Kikkoman has jumped an impressive 12 spots up the Brand Finance Food 50 2020 ranking from 34th to 22nd, growing by a staggering 36% to US$3.0 billion. Particularly excelling in the soy sauce business, Kikkoman claims the greatest share of the domestic soy sauce market.

Indian dairy brand Amul is the fastest growing dairy brand, increasing in brand value by 25% to US$3.1 billion. The brand has focused on diversifying its portfolio, launching its Tru range. The brand cites improvements in its infrastructure, and thus increased sales in rural areas, as a key reason behind its recent solid financial performance.

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