FDBusiness.com

Market research company Euromonitor International has released the Top 50 Billionaire Brands list for packaged food in 2014, reviewing packaged food company performance over the last decade. The billionaire brand list is a who’s who of the food world and contains some of the most iconic food brands across the globe. From long standing members such as Kellogg’s and Cadbury to lesser known recent additions, the list defines the current key players in the packaged food market.

Long standing top players such as Danone, Campbell’s and Barilla are starting to lose share as lesser known brands from China have grown rapidly such as Yili and Mengniu. Despite new Asian food brands entering the billionaire club, most are entirely dependent on revenue from a single market. Fast growing brands such as Yili, Mengniu, Master Kong, Arawana, Shireway, Wahaha, Fortune and Wang Zai receive most of their revenues from China.

“Asia Pacific has been the major growth engine of the packaged food industry over the last decade, adding over US$180 billion to the global market,” explains Lamine Lahouasnia, Global Head of Packaged Food Research at Euromonitor International. “To put this into context, that represents 48% of the growth generated by the industry.”

Additional key findings from the top 50 billionaire food brands list:

* In 2004, Kellogg’s was ranked number one on the list, followed by Kraft, Lay’s, Wrigley’s and Cadbury.

* In 2014, Lay’s landed the top spot, followed by Kellogg’s, Yili, Mengniu and Wrigley’s.

* In terms of cumulative 2004-2014 sales, Kellogg’s still maintains the top spot, despite slightly decelerating its sales. Lay’s is next in line, followed by Kraft, Wrigley’s and Cadbury.

* Two Chinese brands, namely Yili and Mengniu, are in the top 5. A decade ago, there were no Asian brands in the top 5.

For the full list, please visit the Euromonitor website: http://blog.euromonitor.com/2014/12/the-biggest-billionaire-brands-in-the-food-world.html