It’s difficult to get on top – yet possible
This week we look at leading brands in 2024 and how they were performing ten years ago
Number 1 brands in 2024 – where were they 10 years ago?
Whilst 70% of the #1 brands across almost 450 categories today held the same status a decade ago, nearly 1 in 10 made it to the top spot from outside the Top 3. Their success recipe is not magic: innovation to support mental presence, better distribution and increasing assortment share are all key to grow penetration.
Top 3 brands in 2024 – where were they 10 years ago?
Also among the Top 3 brands, 70% already ranked in the Top 3 in 2014. In other words: 3 out of 10 Top 3 brands dropped off the podium within a decade. In contrast, 10% of the brands on the podium in 2024 were not even Top 10 in 2014.
Top 10 brands in 2024 – where were they 10 years ago?
While it is hard to make it to #1 or Top 3 within a decade, getting into the Top 10 in a category is more feasible: 4 Top 10 brands today ranked outside the Top 10 a decade ago and a quarter were not even among the Top 20.