Business | Economy

Next big brand could come from emerging markets

The world's next Coca-Cola or Starbucks is more likely to emerge from Asia, the Middle East or South America than the US or Europe as global economic wealth shifts.

  • By Jenny Wiggins, Financial Times
  • Published: 23:03 July 20, 2009
  • Gulf News

London: The world's next Coca-Cola or Starbucks is more likely to emerge from Asia, the Middle East or South America than the US or Europe as global economic wealth shifts.

In research prepared for the Financial Times, Wolff Olins, the consultants behind the London 2012 Olympics logo and the Product Red campaign, has tipped five food and drink brands from emerging markets to become global brands.

They comprise Juan Valdez CafE, a Colombian coffee chain; Almarai, a Saudi dairy and fruit-juice company based in Riyadh; Patchi, a Lebanese boutique chocolate chain; ChangYu, China's biggest wine producer; and United Spirits, India's largest liquor group, which owns Scotch whisky Whyte & Mackay.

The findings echo research by US business consultancy Bain & Co, which estimated that one-third of the FT Global 500's companies could come from emerging markets by 2015 thanks to what it calls a "seismic shift" away from developed markets.

Satish Shankar, a Singapore-based partner with Bain & Co, said that established western consumer goods brands were being forced to "battle it out" with emerging market brands as they moved eastwards to take advantage of rising demand for branded products.

Some are acquiring local brands, with PepsiCo paying $1.4 billion (Dh5 billion last year for Lebedyansky, Russia's largest juice group. PepsiCo this year formed a joint venture with Almarai in Asia, Africa and the Middle East.

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