COVER STORY | BY ALI ACKERMAN & ALARICE PADILLA Consumer confidence was a bit manic in 2012, hitting a five-year high in November and then dropping again in December as consumers doubted an end to the fiscal cliff, according toThe University of Mich- igan Consumer Sentiment Index. This uncertainty plays out in the results of CGT’s annual list of the top- performing public consumer goods companies. The vertical lists across 10 categories show a mixture of bright and dark spots — proving that some companies did a great job of capturing the consumer when and TOP where they could while others missed opportunities. Here is a breakdown of the rules and guidelines that we use to determine the players in each category: Company Rank: 2012 annual revenue or the equivalent is used to determine each company’s placement on the Top 100 list and on each vertical list. All financial information was sourced from annual reports and press releases. Revenue for each company is reported in millions of U.S. dollars ($M). If a company reported revenue in a currency other than U.S. dollars, and did not provide the U.S. dollar equivalent in its annual report, then the figure was subject to live exchange rates at press time (between November 8-14, 2013). Year-over-year gains and losses are reported based on information from the aforementioned sources. The company with the greatest sales gains per category is identified as the “Growth Leader”. Company Inclusion: Because revenue for most private companies is not readily available, the lists only in- clude publicly traded companies. Thus, well-known consumer goods companies, like Mars Inc. or SC Johnson, are absent from the rankings. Slicing and Dicing: In the case of holding companies CONSUMER GOODS and companies that sell in more than one category 100 (PepsiCo, Unilever, etc.), the company is placed in the vertical that accounts for the majority of its sales. For example, LVMH Moet Hennesy Louis Vuitton oper- ates in the beverage, health & beauty aid and retail categories. However, since the majority of its sales came from its fashion and leather goods business, the REGISTRY company appears on the Apparel, Accessories & Foot- THE WORLD’S BEST-PERFORMING PUBLIC wear list. It is also worth noting that only sales from CONSUMER GOODS COMPANIES consumer divisions are considered when ranking companies on the Pharmaceutical list (and in fewer cases on the Housewares/Appliances list). Mergers, Demergers and Acquisitions: In most cases, transactions that took place in 2012 and 2013 are not reflected on the lists. There are exceptions to this rule. For example, even though Mondelez International, Inc. did not officially complete the spin off of Kraft Foods +A YEAR Group, Inc. until October 2012, each company reported revenue separately for the year. Mergers and acquisi- tions that occurred in 2011 or earlier (for example, Sara IN REVIEW Lee Corporation’s split) are reflected in the ranking. A LOOK BACK AT THE Read on to find out which companies led and which INDUSTRY’S BIGGEST companies lagged in 2012. SHAKE-UPS 8 CGT | DECEMBER 2013 | CONSUMERGOODS.COM RANK/COMPANY 2012 SALES ($M) RANK/COMPANY 2012 SALES ($M) 1 Nestlé SA $100,348* 51 Dean Foods Co. $11,462 2 The Procter & Gamble Company $83,680 52 Pernod Ricard $11,105* 3 Philip Morris International $77,393 53 VF Corporation $10,766 4 British American Tobacco $73,299* 54 Avon Products Inc. $10,546 5 The Unilever Group $69,392* 55 Bayer Healthcare (consumer segment) $10,437* 6 PepsiCo Inc. $65,492 56 Nippon Meat Packers Inc. $10,323* 7 The Coca-Cola Company $48,017 57 Stanley Black & Decker $10,190 8 Imperial Tobacco $45,638* 58 The Estée Lauder Companies Inc. $9,713 9 Anheuser-Busch InBev $39,758 59 Reynolds American Inc. $8,304 10 LMVH Moet Hennesy Louis Vuitton $37,684* 60 Hormel Foods Corporation $8,231 11 Mondelez International $35,015 61 GlaxoSmithKline (consumer segment) $8,175 12 Tyson Foods Inc. $33,278 62 Beiersdorf $8,097* 13 JBS S.A. $32,923* 63 GE (Home & Business Solutions) $7,967 14 L’Óréal SA $30,106* 64 Nintendo Company Ltd. $7,898* 15 3M $29,904 65 Campbell Soup Company $7,707 16 Groupe Danone $27,940* 66 Grupo Modelo S.A.B. de C.V. $7,558* 17 Kirin Holdings Co. Ltd. $25,449 67 Parmalat Group $6,964 18 Japan Tobacco $24,745 68 Polo Ralph Lauren Corporation $6,860 19 Altria Group $24,618 69 Shiseido Company Limited $6,811* 20 Heineken NV $24,293 70 Jarden Corporation $6,696 21 Nike Inc. $24,128 71 Lorillard $6,623 22 Henkel KGaA $22,327* 72 Mattel Inc. $6,420 23 SAB Miller plc $21,760 73 Fraser and Neave, Limited $6,274 24 Kimberly-Clark Corporation $21,063 74 PVH Corp. $6,043 25 adidas Group $19,958* 75 Dr Pepper Snapple Group $5,995 26 Associated British Foods plc $19,693* 76 Newell Rubbermaid $5,903 27 Asahi Group $18,382 77 Sapporo Holdings, Ltd. $5,733 28 Kraft Foods Group Inc. $18,339 78 The J.M. Smucker Company $5,529 29 FEMSA $18,302 79 The Clorox Company $5,468 30 Whirlpool Corporation $18,143 80 Groupe SEB SA $5,454* 100 31 Diageo plc $17,308* 81 Kewpie Kabushiki-Kaisha (QP Corporation) $5,430 32 Colgate-Palmolive Company $17,085 82 Thai Beverage Public Company Limited $5,250 33 San Miguel Corporation $16,989 83 Unicharm Corporation $5,224 34 General Mills Corporation $16,658 84 Arcelik A.S. $5,137* 35 Electrolux Group $16,336 85 Coach Inc. $5,075 36 Reckitt Benckiser $15,384* 86 Hermés Group $4,672 37 Uni-President $14,506* 87 Maple Leaf Foods $4,639* 38 Johnson & Johnson (consumer segment) $14,447 88 Energizer Holdings Inc. $4,567 39 Kellogg Company $14,197 89 Namco Bandai Holdings Inc. $4,543* 40 Richemont $13,610* 90 Hanesbrands Inc. $4,526 41 ConAgra Foods Inc. $13,263 91 Esprit Company $4,355* 42 SCA (Svenska Cellulosa Aktiebolaget) $13,143* 92 Pt. Gudang Garam Tbk $4,299* 43 BSH Bosch und Siemens Hausgeräte GmbH $13,140* 93 Dole Food Company Inc. $4,247 44 Grupo Bimbo $13,102* 94 Electronic Arts Inc. $4,143 45 Smithfield Foods Inc. $13,094 95 Hillshire Brands Company $4,094 46 PPR $13,055* 96 Hasbro $4,089 47 BRF – Brasil Foods S.A. $12,390* 97 Tsingtao Brewery Co., Ltd. $4,080 48 Carlsberg Group $11,908 98 Molson Coors Brewing Company $3,920 49 Kao Corporation $11,695 99 Mead Johnson & Company $3,901 50 H.J. Heinz Company $11,649 100 Indesit Company S.p.A. $3,876* CONSUMERGOODS.COM | DECEMBER 2013 | CGT 9 CONSUMER GOODS TOP100 REGISTRY Packaged Goods RANK/COMPANY 2012 SALES ($M) GROWTH BRANDS 1 The Procter & Gamble Company $83,680 3% Iams, Pampers, Tide 2 The Unilever Group $69,392* 10.5% Dove, Knorr, Lipton 3 3M $29,904 1% Command, Nexcare, Post-it 4 Henkel KGaA $22,327* 5.8% Dial, Purex, Soft Scrub 5 Kimberly-Clark Corporation $21,063 1% Huggies, Kleenex, Scott 6 Colgate-Palmolive Company $17,085 2% Ajax, Colgate, Mennen 7 Reckitt Benckiser $15,384* 1% Mucinex, French’s, Vanish 8 SCA (Svenska Cellulosa Aktiebolaget) $13,143* 5% Drypers, Libresse, Plenty 9 Kao Corporation $11,695 0.4% Asience, Bioré, Jergens 10 Newell Rubbermaid $5,903 0.6% Graco, Lenox, Sharpie 11 The Clorox Company $5,468 5% Brita, Burt’s Bees, Glad Growth 12 Unicharm Corporation $5,224 13.6% Moony, Lifree, Sofy Leader 13 Energizer Holdings Inc. $4,567 (1.7%) Hawaiian Tropic, Schick, Playtex 14 Lion Corporation $3,396* 2.3% Dentrala, TOP, Zact 15 Spectrum Brands Inc. $3,252 2% Cutter, Dingo, Rayovac 16 Church & Dwight Co. Inc. $2,922 6.3% Nair, Orajel, Trojan 17 The Scotts Miracle-Gro Company $2,826 1% Ortho, Roundup, Scotts 18 Tupperware Brands $2,583 0% NaturCare, Tupperware 19 SOCIETE BIC $2,566* 4.1% BIC, Pimaco, Wite-Out 20 PZ Cussons $1,867* 4.7% Carex, Minerva, St. Tropez Food RANK/COMPANY 2012 SALES ($M) GROWTH BRANDS 1 Nestlé SA $100,348* 10.2% Maggi, Gerber, KitKat 2 Mondelez International $35,015 (2.2%) Cadbury, Nabisco, Tassimo 3 Tyson Foods Inc. $33,278 3.1% Tyson, Weaver, Wright 4 JBS S.A. $32,923* 22.5% Pilgrim’s Pride, Swift, Vigor 5 Groupe Danone $27,940* 5.4% Activia, Evian, Kefir 6 Associated British Foods plc $19,693* 11% Karo, Kingsmill, Twinings 7 Kraft Foods Group Inc. $18,339 (1.7%) Capri Sun, Jell-O, Planters 8 General Mills Corporation $16,658 12% Cheerios, Finer One, Yoplait 9 Uni-President $14,506* 10.18% Chef’s Dish, Dr. Milker, Tung-I Noodle 10 Kellogg Company $14,197 7.6% Cheez-It, Keebler, Pringles 11 ConAgra Foods Inc. $13,263 7.8% Banquet, Hunt’s, Slim Jim Growth 12 Grupo Bimbo $13,102* 29.7% Bimbo, Tía Rosa, Wonder Leader 13 Smithfield Foods Inc. $13,094 7.3% Armour, Eckrich, Cook’s 14 BRF – Brasil Foods S.A. $12,390* 10.9% Perdigão, Sadia, Batavo 15 H.J. Heinz Company $11,649 8.8% Classico, Ore-Ida, Smart Ones 16 Dean Foods Co. $11,462 (1.5%) PET, Reiter, TruMoo 17 Nippon Meat Packers Inc. $10,323* 2.88% Luna, ROLF, Schau Essen 18 Hormel Foods Corporation $8,231 4.25% Country Crock, Jennie-O, Spam 19 Campbell Soup Company $7,707 (0.16%) Pace, Pepperidge Farm, V8 20 The J.M. Smucker Company $5,529 15% Folgers, Jif, Smucker’s 10 CGT | DECEMBER 2013 | CONSUMERGOODS.COM The consumer goods industry had a flair for the dramatic in 2012.