Unilever and New Markets

While reading my friend Franz Dill's blog regarding Unilever here, I was reminded of an excellent article on Unilever's growth and capturing of market share in the emerging economies.

Unilever has been a household name in the emerging markets prior to other consumer product goods companies. It's Lifebuoy disinfectant soap is one of the world's oldest global brands. The above referenced article delves into the competition to be the brand for the household goods of the growing consumer base.

Here is an excerpt from the conclusion of the article:

"Although Unilever has tried to steer clear of head-to-head competition with P&G, that will not always be possible. But with the balance of the world economy shifting, Unilever's head start in emerging markets is a valuable advantage, not least because many of its brands are already well-known there."

The CPG / FMCG market in emerging economies is going to be a race, an adventure of consolidations and let us not forget that new players within those markets will emerge.