COVID-19 led to a $22 billion fall in out-of-home (OOH) FMCG spend in 2020. Value sales continued to suffer through Q1 of 2021, but then rose as consumer mobility increased, growing 19% in Q4 compared with a drop of 25% in the same period the previous year.
This boosted the value of the total in-home and OOH market by 6% year-on-year. While the picture is positive, looking at the evolution of OOH spend over time reveals that it is still 10% lower than the quarter before COVID-19 hit.
The rebound is also reflected in brand performance. Whereas 18 of the world’s 20 most chosen OOH beverages and snacking brands saw a decline in 2020, just 10 dropped in value in 2021, and eight actually grew. Looking at consumer reach points (CRPs), the beverages category lost 17% of its total OOH CRPs in 2020, slowing to just 2% in 2021.
Source: OOH Purchase Panels, Worldpanel Division, Kantar
Across these two sectors there were two standout brands. Red Bull successfully won consumption moments between meals, and added zero-sugar variants to win more shoppers. Lay’s performance was truly impressive: despite salty snacks recovering more slowly than the other OOH categories, it ended 2021 with more CRPs than it had in 2019.
Access the Top 20 Most Chosen Global OOH Brands report and ranking to discover how the pandemic is continuing to impact out-of-home brand performance. For a deep dive on Red Bull, and reasons behind the brand’s success, head here.