Sprite Is Named Most Resilient Brand, Even as Shoppers Look to Off-Brand Competitors

Kantar expects private-label brands will have 40% market share by 2028

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CANNES, France—Sprite has been named Kantar’s Most Resilient Brand based on Kantar’s Worldpanel, which analyzed the shopping behavior of more than 1 million global households over the past year and the performance of 37,000 global consumer packaged goods brands.

The ranking was built on the brands that recruited the greatest number of new shoppers.

Sprite’s rebrand last year included a new visual identity. And, in a nod to the environment, it is no longer producing its classic green bottle.

The consumer strength of a brand in good economic times would make most marketers proud.

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