Leading FMCG brands in the United States 2015, based on consumer reach
Fast-moving consumer goods (FMCG) are affordable products which include foods and beverages, clothing, household items and personal care products. Large corporations such as Nestlé, Procter & Gamble (P&G) and Unilever, which manufacture a broad portfolio of products, are considered as major role players in this trade. The industry also includes firms that focus on single product areas such as The Coca-Cola Company.
In 2015, Coca-Cola was the leading FMCG brand in terms of consumer reach in the United States. The soft drink brand’s parent company spent over six hundred million U.S. dollars on nationwide advertising in 2014. North America was Coca-Cola Company’s largest market since 49.2 percent of the group’s revenues were generated in this region in 2015, while bottling investments accounted for a further 15.1 percent. The company provided employment for more than 123.2 million people worldwide in 2015. As of 2016, the Coca-Cola brand was worth roughly 80.31 billion U.S. dollars.
Despite falling behind Coca-Cola, tooth paste brand Colgate expanded its global consumer base by 2 percent in 2015. Nationwide advertising expenses of Colgate-Palmolive amounted to more than four hundred million U.S. dollars in 2014. The company’s oral care segment accounted for over 47 percent of global sales in 2015.