How many brands are there?
In spite of an abundance of claims to rationalise, the number of brands per category is continuing to rise
More than 100 brands in the average category
Across 12 countries and all 89 BG20 categories, the average category now contains 17% more brands than 10 years ago. We even see a small rise over the recent inflationary period where Private Label has grown. While we can only speculate about reasons, one explanation could be a desire to cater to specific niches with dedicated offerings (vegan, local, or organic, for example).
Consistent growth in brand numbers for Food and Beverage
Foods and Beverages have spearheaded the increased number of brands. The average food category now offers 19% more brands than 10 years ago, while the average beverage category has increased its number of brands by 13%.
More stability in Personal and Household Care
The rise in the number of brands has been more muted in Household and especially in Personal Care categories. One explanation could be the recent growth of Private Labels in these category types. In addition to the brand proliferation shown here, we also know that Private Label offerings have become much more differentiated over the past decade.
