Big brands in total over economic cycles are resilient but individually are not immune to decline.

How do some remain strong? Can losers recover?

Winning brands innovate and increase presence

In Asia and Latam brands with share gains show twice as much New Product activity as brand share losers. This aligns with more buyers and increased physical presence. The same drivers show in other regions and over different time periods such as during the pandemic.

Brands that lose share can recover if they invest

A loss of share isn’t necessarily permanent if the right actions are taken – investing in new products and turning this into greater physical presence helps increase the number of brand buyers.

Brands that gain share will decline if they become complacent

Gaining brand share is not retained if investment in innovation is then reduced. This results in less shelf space, fewer listings and a reduction in buyers. To remain winners brands must always act like winners.