|Category||How brands in top 100 did||How category did|
|Crackers, Cookies, Bread||-1.4%||+4.3%|
Chart by Chen Wu
The top 100 packaged-goods brands collectively saw sales and market share slip significantly in the past year, according to a report from Catalina, adding to recent reports of woe for the industry's biggest players.
While prior reports have showed the biggest manufacturers in CPG have been shedding share to smaller ones for years, it was natural to assume top brands, which get the lion's share of management focus and marketing dollars, were faring better than the overall companies. Not so, according to the Catalina report, drawn from a representative sample of scanner data from 26,000 food, drug and mass-merchandise stores in company's in-store promotion network.
Catalina found sales for the top 100 brands collectively declined 0.8% to $56.8 billion, even as overall sales tracked by Catalina increased 6% for the year ended June 30.
The problem isn't limited to any one category -- such as food companies dealing with consumer shifts toward fresher, less processed options. Catalina found a similar pattern affecting baby, health, beauty, snack, household cleaning, beverage, pet, dairy, refrigerated meat and other categories. Frozen food had the biggest divergence, with sales of the category's eight brands in the top 100 declining 7.8% even as the category grew 3.5%.
Overall, 62 of the top 100 brands had declining sales. Even the 38 brands with rising sales on average lost share, with sales up 5.5% vs. average category growth of 7.2%. In all, 90 of the top 100 CPG brands lost market share in the past year, according to Catalina.