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The World's 250 Largest Consumer Products Companies Grew by 7%

"Healthy consumer product sales are an indicator that the global economy may be cautiously rebounding."

- Ira Kalish,
Deloitte's Consumer Business Director

Prague/New York, 4 April 2013 – According to the sixth annual 2013 Global Powers of Consumer Products report issued by Deloitte, the world's 250 largest consumer products companies grew by 7% in the fiscal year 2011 (which encompasses fiscal years ended through June 2012) despite global economic uncertainty, with total sales exceeding $3 trillion, up from $2.82 trillion in the fiscal year 2010. Additionally, the report found that the 10 largest consumer products companies reported total sales of $846 billion.

"The global economy has witnessed several challenges, including inflation, the euro crisis, and natural disasters. Healthy consumer product sales are an indicator that the global economy may be cautiously rebounding," said Dr Ira Kalish, Deloitte's Consumer Business Director. "For the coming years, this means that the industry should see solid growth, but disproportionately coming from emerging markets," Kalish added.

Regional Results

The report also measured year-on-year composite growth rates by region, with Africa/Middle East companies (24% growth) posting the highest gains, followed by Latin America (16%), North America (14%), Europe (4%) and Asia/Pacific (2%). However, within Europe, the year-on-year growth of French companies, amounting to 15%, outpaced their German and British counterparts, which only grew by 6%.

In Asia-Pacific, Japanese companies' sales declined by 4%, mainly due to the continued effects of the earthquake and tsunami. However, excluding Japan, the Asia-Pacific region as a whole posted above-average year-on-year growth numbers (10%) with China/Hong Kong (24%) realising the greatest increase.

Electronic Products Companies' Top List

For the first time, the top three spots were filled by companies from the electronic products sector. For the fifth consecutive year, Samsung retained its number one position, followed by Apple, which climbed 21 spots in five years to rank second. Panasonic Corporation remained in third place.

For the second consecutive year, the fashion goods industry posted the highest growth rate (14%) of all the product sectors analysed and it also remained one of the most profitable. On the other hand, the food, drink and tobacco sector saw its top 250 representation decline. Nevertheless, the sector reported substantial sales growth of 9%.

Emerging Markets Continue to Fuel the Fastest 50

The 50 fastest-growing consumer products companies grew more than three times faster than the Top 250 as a whole. For the first time, the Fastest 50 were determined by their sales growth over the five-year period 2006 to 2011. Nearly 60% of the Fastest 50 were also among the 50 fastest growing companies in 2011, with emerging markets such as China and Brazil well represented.

Consumer Behaviour

The report also gauged consumer behaviour trends particularly in light of digital business. With the increase of smartphone and tablet adoption, the impact on consumers and their "path to purchase" has been evident. Deloitte research has found that 58% of consumers who own a smartphone have used it for store-related shopping.

"The impact of this digital growth on consumer and shopper behaviour cannot be underestimated. It affects the way consumers interact with brands, how they research products, purchase via multiple channels, take advantage of promotions, and how they receive post-purchase customer service," said Jack Ringquist, Deloitte's expert on global consumer products.

To download a copy of the 2013 Global Powers of Consumer Products report, please visit:

Top 10 consumer product companies:

Rank Company Country of Origin 2011 Net Sales (US $mil) FY 11 net sales growth%


Samsung Electronics

Jižní Korea

150 152





108 249



Panasonic Corporation


99 412





94 704



The Procter & Gamble Company


83 680



Sony Corporation


70 022





66 504



Unilever Group

Nizozemsko a Velká Británie

64 721



Kraft Foods Inc. (now Mondelez International)


54 365



Nokia Corporation


53 846



About the 2013 Global Powers of Consumer Products Report

The report monitors the 250 largest global consumer products companies around the world based on publicly-available data for the fiscal year 2011 (encompassing companies' fiscal years ended through June 2012). The report also provides an outlook for the global economy, an analysis of market capitalisation in the industry, and an assessment of the increasing impact that digitally-empowered consumers are having on the industry.


About Deloitte

Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee and its network of member firms, each of which is a legally separate and independent entity. Please see for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms.

Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 150 countries, Deloitte brings world-class capabilities and high-quality service to clients, delivering the insights they need to address their most complex business challenges. Deloitte's approximately 195,000 professionals are committed to becoming the standard of excellence.

© 2013 Deloitte Czech Republic

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Lukáš Kropík
Deloitte Czech Republic
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