PepsiCo’s Lay’s snacks brand heads a list of the world’s “billionaire food brands” compiled by industry analysts Euromonitor International.
Lay’s tops a list that has Kellogg in second spot and has two Chinese brands in the top five – Yili at three and Mengniu at four. Mars Inc’s gum brand Wrigley is fifth.
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It is the first time Euromonitor has compiled the list and, in a graph published (see below) by the research firm, it compared 2014 sales with a decade ago.
In 2004, Kellogg’s was at number one, ahead of Kraft in second place. Lay’s and Wrigley’s were in the top five, alongside Cadbury.
Euromonitor pointed to what it called the “rise of the Asian food brands”.
“Asia Pacific has been the major growth engine of the packaged food industry over the last decade, adding over US$180bn to the global market,” Lamine Lahouasnia, global head of packaged food research at Euromonitor, said. “To put this into context, that represents 48% of the growth generated by the industry.”
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By GlobalDataEuromonitor said many of the Asian food brands in the top 50 are “entirely dependent on revenue from a single market” and suggested their owners could look to expand regionally.
When measuring cumulative sales from 2004 to 2014, Kellogg took the top spot, ahead of Lay’s.
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