Brandtree in numbers

Headline findings

• 484

  484 companies control half of the 10,267 brands on Brandtree that have a controlling owner on record. The other half is spread across 2,042 more.

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• 53

  Unilever owns 53 brands on Brandtree, more than any other company. Mars is next with 42.

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• 52%

  52% of British brands on Brandtree are owned by a company based outside the country, against 3% of Indian brands.

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• 86

  86 British brands on Brandtree belong to American companies, and 77 American brands belong to British ones.

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• 121

  121 brands on Brandtree have a different owner from a year ago. The largest single move took 14 brands from Unilever to The Magnum Ice Cream Company.

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• 37%

  Three companies own 37% of the 157 retail brands on Brandtree: TFG, Truworths and Pepkor.

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• 459

  459 brands on Brandtree were founded before 1900. The oldest, Canson, dates from 1557 and belongs to F.I.L.A..

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• 12

  12 announced deals on Brandtree have not yet closed. The largest priced in US dollars is Paramount Skydance's $110 billion deal for Warner Bros. Discovery.

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How concentrated ownership is

484 of the 2,526 ultimate owners on Brandtree account for half of its brands. The ten largest own 3% between them.

Brands owned from abroad

2,125 of 10,267 brands (21%) belong to a company headquartered outside the country the brand comes from. Countries with fewer than 25 brands on Brandtree are left out of the table.

Brands that changed owner in the past year

121 brands have a different ultimate owner from a year ago. A brand counts as moved when it is sold on its own and also when the company above it is bought, merged or split off. Where the dataset records no owner a year earlier, the list says so rather than calling the brand independent.

• 14 to The Magnum Ice Cream Company from Unilever: Ben & Jerry's, Breyers, Calippo, Carte d'Or, Cornetto and Klondike and 8 more
• 11 to Gildan (no owner on record a year earlier): Bali, Berlei (Australia, New Zealand and South Africa), Bonds, Bras N Things, Comfortwash and Hanes and 5 more
• 10 to Mars from Kellanova: Cheez-It, Crunchy Nut, Eggo, Extra, Nutri-Grain and Pop-Tarts and 4 more
• 8 to Keurig Dr Pepper from JDE Peet's: Douwe Egberts, Jacobs, Kenco, L'OR, Moccona and Peet's Coffee and 2 more
• 7 to Lactalis (no owner on record a year earlier): Anchor, Anlene, Anmum, Kapiti, Mainland and Perfect Italiano and 1 more
• 6 to Southern Cross Media Group (no owner on record a year earlier): 7plus, PerthNow, Seven Network, The Nightly, The Sunday Times and The West Australian
• 6 to Valeo Foods (no owner on record a year earlier): Hyper, Maxi, Mirage, Naya, Prestige and Roden Kray
• 3 to Vodafone from Safaricom: M-PESA, Safaricom and Safaricom Ethiopia
• 2 to Atari (no owner on record a year earlier): Crossy Road and Hipster Whale
• 2 to B&G Foods (no owner on record a year earlier): College Inn and Kitchen Basics
• 2 to Bajaj Auto from Bajaj Mobility: GASGAS and KTM
• 2 to FedEx Freight (no owner on record a year earlier): FedEx Custom Critical and FedEx Freight
• 2 to Holcim from Cementos Pacasmayo: Mochica and Pacasmayo
• 2 to ixigo (no owner on record a year earlier): Brevistay and Trenes.com
• 1 to Acast (no owner on record a year earlier): Wake Word Studios
• 1 to Air T (no owner on record a year earlier): Rex
• 1 to Allegiant (no owner on record a year earlier): Sun Country Airlines
• 1 to AUB Group (no owner on record a year earlier): Prestige (PIHL Holdings)
• 1 to BasicNet (no owner on record a year earlier): Sundek
• 1 to C&C Group (no owner on record a year earlier): Innis & Gunn
• 1 to Cal-Maine Foods (no owner on record a year earlier): Van's
• 1 to Chewy (no owner on record a year earlier): SmartPak
• 1 to Church & Dwight (no owner on record a year earlier): Miss Mouth's Messy Eater
• 1 to Danone (no owner on record a year earlier): Huel
• 1 to eBay from Etsy: Depop
• 1 to Emmi (no owner on record a year earlier): The English Cheesecake Company
• 1 to Fairfax Financial from Sleep Number Corporation: Sleep Number
• 1 to Gallo from Kirin: Four Roses
• 1 to GraceKennedy (no owner on record a year earlier): Tastee
• 1 to Henkel (no owner on record a year earlier): OLAPLEX
• 1 to Hero Group (no owner on record a year earlier): The Gut Stuff
• 1 to Kinepolis (no owner on record a year earlier): Emagine Entertainment
• 1 to L'Oréal (no owner on record a year earlier): Creed
• 1 to Marzetti (no owner on record a year earlier): Bachan's
• 1 to Medibank (no owner on record a year earlier): Better Medical
• 1 to Midsona (no owner on record a year earlier): Risenta
• 1 to Mission Produce (no owner on record a year earlier): Calavo
• 1 to MJ Topco from LVMH: Marc Jacobs
• 1 to MK Group (no owner on record a year earlier): Dijamant
• 1 to Molinos (no owner on record a year earlier): Etchart
• 1 to Morinaga (no owner on record a year earlier): My/Mochi
• 1 to Newlat Group (no owner on record a year earlier): Plasmon
• 1 to Picea from iRobot: Roomba
• 1 to PNC (no owner on record a year earlier): FirstBank
• 1 to Prestige Consumer Healthcare (no owner on record a year earlier): Breathe Right
• 1 to Robinsons Retail (no owner on record a year earlier): Premiumbikes
• 1 to Royal Cup (no owner on record a year earlier): Farmer Brothers
• 1 to Savencia Fromage & Dairy (no owner on record a year earlier): Valrhona
• 1 to Tencent Music (no owner on record a year earlier): Ximalaya
• 1 to Ternium (no owner on record a year earlier): Tubos Argentinos
• 1 to Tilaknagar Industries (no owner on record a year earlier): Imperial Blue
• 1 to Titan (no owner on record a year earlier): Damas
• 1 to TITAN (no owner on record a year earlier): Keystone Cement
• 1 to Unilever (no owner on record a year earlier): Grüns
• 1 to Virbac (no owner on record a year earlier): Thyronorm
• 1 to Vita Coco (no owner on record a year earlier): Copra
• 1 to VRG (no owner on record a year earlier): Lilou
• 1 to Yadav Enterprises (no owner on record a year earlier): Del Taco

Consolidation over time: owner changes by year and how the largest owners built their portfolios →

Concentration by category

The share of each category's brands held by its three largest owners. Categories with fewer than 40 brands or 10 owners are left out.

Deals

Brandtree records 305 completed deals and 12 that have been announced but not closed. Deal values are shown in the currency the filing gave; they are not added together or converted, because that would need an exchange rate at each deal's date.