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Global Packaged Food Briefing – Could Power Brands Be the Future of Packaged Food? – Research and Markets

By Business Wire News   


Research and Markets ( has announced the addition of the “Could Power Brands Be the Future of Packaged Food?” report to their offering.

The Could Power Brands Be the Future of Packaged Food? global briefing offers an insight into to the size and shape of the Packaged Food market, highlights buzz topics, emerging geographies, categories and trends and identifies the leading companies and brands. It also offers strategic analysis on driving packaged food industry trends like health and wellness, premiumisation, convenience and value-for-money and how those trends influence factors like new product developments, packaging innovations, retail distribution and retail pricing both historically and into the future.

This briefing covers the growing focus of leading food companies on power brands. These are products which have large value sales and are strongly associated with their market. Power brands are a crucial driver of revenue, as a result of their visibility within stores and reputation as category leaders. With retailers strengthening their private label lines, it is now more important than ever to own power brands, which may cause a fundamental shift in company strategies.

Power brands are essential to a number of food’s leading competitors. For example, sales of Heinz’s tomato ketchup account for 15% of the company’s total sales. Such brands remain too important to ignore. In Western Europe and North America, grocery retailers are highly consolidated. Wal-Mart in the US, for example, has a 26% share of retail sales, while in Germany, the top three grocery retailers account for 53% of total sales. Simultaneously, retailers are looking to rationalise their store space, which includes delisting SKUs. Manufacturers cannot afford not to be stocked by the leading retailers. This gives retailers leverage in negotiations on pricing and in-store advertising.

Key Topics Covered:

1. Introduction

– Scope

– Objectives of global briefing

– Key findings

– What are power brands?

– Power brands exist across the packaged food spectrum

– The importance of power brands

2. Performance of Power Brands

– Power brands are crucial to leading manufacturers

– Power brands a cut above the rest in performance terms

– Leading companies enjoy a glut of power brands

– Case study: Power brands represent Mondelez’s core focus

– Case study : Unilever looks to trim the fat in food

– Kraft-Heinz merger: The shape of things to come?

3. A Turbulent Time in Retail?

– Does retail consolidation favour power brands ?

– Modern grocery retailing now dominates in developed markets

– The rise and rise of private label

– Case study: Tesco delists a number of brands to cut costs

– Slotting exacerbates challenge for medium-sized brands

– How will this impact food companies?

4. Assessing Power Brands Only

– Global fragmentation creates opportunities for new power brands

– Sauces market highly consolidated in the US but fragmented in Brazil

– Developing power brands by controlling distribution methods

– Case study: Nestlé’s distribution methods in Brazil and Pakistan

– New power brands emerging in developing markets

5. Recommendations

– Divest from medium-sized brands in developed markets

– Acquisitions may be key to future success

– Focus on power brands

Companies Mentioned

– Heinz

– Wal-Mart

– Tesco

– Nestle

For more information visit

Research and Markets
Laura Wood, Senior Manager
For E.S.T Office Hours Call 1-917-300-0470
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Sector: Food, Branding


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