FMCG (fast moving consumer goods) is a term that is used to refer to those goods which are sold through retail stores. These goods have a short period of shelf life and as such are used up within days, weeks, or months. At the most it lasts for a year. However there are also durable goods which people replace after using the same for many years. For example we can cite kitchen or other household appliances.
Some FMCG products perish within a short time while others have a shelf life of more than a year. Nevertheless the turnover rates for both these categories are very high depending on customer demand and brand loyalty.
FMCG products are made by companies that also make other products as well. Therefore to determine the best selling brands of fast moving consumer goods one has to look into the performance of FMCG companies which manufacture these products. For this market analysts apply different standard evaluations until they conclude on their findings.
Every year the global market analyst Forbes Global 2000 releases the list of top ranking companies that make FMCG products and based on the sales and consumer demand of the respective products the top 10 products are determined. So here we present the top 10 FMCG companies with their highest selling product.
1. Proctor & Gamble:
Headquartered at Cincinnati in Ohio, United States, Procter and Gamble is a Fortune 500 American multinational company. It was founded in October 31 1837 by William Procter and James Gamble. Its flagship and best selling brand is Ariel laundry detergent which was launched in 1967. This detergent is available in different variants. The company also manufactures other best selling products that are highly popular around the world.
Nestle is a Swiss multinational engaged in the production of different food products. It has its presence in more than 100 countries. It produces several top selling products in different food categories. Some of its best selling products are Lean Cuisine, Maggi, Boost, Kit Kat, Friskies, and Nescafe etc.
Anheuser-Busch which is an American brewing firm is based in Belgium. Some of the best known beers of the world are manufactured by this company. The best selling brands of Anheuser-Busch are Budweiser, Natural Light, Bud Light (America’s best selling beer) and Bacardi etc.
Unilever is a multinational engaged in the manufacture of different products like foods, personal grooming products, detergents and beverages etc. This British-Dutch company is the owner of over 400 leading brands in the world out of which 13 are billion dollar brands. One of its top products is Aviance which is a beauty product for women. This product is sold in many countries of Asia, Latin America and the Middle East.
Coca-Cola Company which is based in Atlanta in Georgia manufactures the world’s most popular soft drink Coca Cola. It was Dr. John S. Pemberton who created this drink in 1886. Coca Cola touched base in every part of the US by 1895. The company began its franchisee operations in 1899 and gradually it opened up bottling plants in every corner of the globe. The universal popularity of Coca Cola is undisputed. The Coca Cola syrup mixed with carbonated water created ripples everywhere and today you can get a Coke in any part of the world.
PepsiCo was created out of the amalgamation of two companies named Pepsi Cola and Frito Lay. The company which was formed in 1965 has its headquarters at Purchase in Harrison New York. It is a Fortune 500 company. PepsiCo is engaged in the manufacture of snack foods (grain based), beverages and other similar products. One of its best known brands is the cola beverage Pepsi-Cola. Created in 1893 its former name was ‘Brad’s Drink’.
7. Kraft Foods:
Boasting of brands that are over a century old Kraft Foods is a US based multinational having its presence in over 155 countries. The company is engaged in the manufacture of confectioneries, food products and beverages. It had gone for several acquisitions which has helped the company to increase its product list with several top notch brands. Kraft Foods is known worldwide for products like Cadbury, Jacobs, Kraft Dinner (in Canada), Oscar Mayer, Oreo etc. All the products are available in several continents.
8. Philip Morris International:
Philip Morris International is one of the best known tobacco companies of the world. This tobacco multinational sells its products in more than 160 countries. Some of its best known cigarette brands are Marlboro, Philip Morris, Chesterfield, Virginia Slims etc.
9. British American Tobacco:
Another multinational tobacco major is the British American Tobacco company which is the world’s second largest tobacco company. It sells its tobacco products in several top markets across the globe. Many world-famous cigarette brands are manufactured by BAT. One of its top selling cigarette brands is Pall Mall. Some other leading cigarette brands manufactured by the company are Dunhill, Kent, Lucky Strike and Vogue.
Nokia is a Finnish multinational engaged primarily in the manufacture of mobile telephones. The company has its headquarters at Keilaniemi, Espoo which is near Helsinki, the capital of Finland. This mobile communication giant is the largest manufacturer of mobile telephones in the world. Its products are sold in every part of the world. Nokia has launched many innovative mobile systems and almost all its products have been hot sellers.
Before deciding on the popularity of a fast moving consumer good the perspective of the consumer and the view of the marketer are taken into consideration. From the consumer’s point of view those products which are purchased frequently can be considered as top selling products. Another factor here is brand loyalty. Many consumer stick to a particular brand for years because they are satisfied with its quality. Price is also a factor.
From the marketer’s point of view the volume of sales, margin, distribution network and stock turnover are determining factors for a product to become best selling. Therefore when both these viewpoints are analyzed and matched with actual facts and figures only then a clear picture emerges.
Creation of new products is a constant process but only those products emerge as winners which meet the expectations of people and make constant endeavours to enhance quality and appeal.