Consolidation over time

Of the 325 brands the ten largest owners on Brandtree hold today, 82 (25%) came to them from an earlier owner on a recorded date, 78 of them since 2000. For 235 (72%), when they arrived is not recorded.

These figures count only what Brandtree can date. Most filings that prove who owns a brand today do not say since when: of the 4,641 current controlling-ownership records for the 4,778 brands on Brandtree, 1,175 (25%) have a start date and 3,466 do not. Earlier owners are recorded for some brands only, and records before about 2010 are thinner. So this page does not estimate how concentrated ownership was in past years; a brand with no start date cannot honestly be placed with its owner, or without it, in any earlier year. Each section says how much of the data it rests on. A date recorded only to the year is counted in that year. Statistics about this dataset, not the whole market, as of 24 September 2026. All statistics.

Brands that changed ultimate owner, by year

Brandtree dates 497 changes of ultimate owner across 481 brands, the most in 2025 (47). A change counts when a dated ownership record follows an earlier owner in a different group, when a completed deal closed on the date the record starts, or when the company holding the brand was bought on a recorded date. A move inside one group is not a change. Spin-offs are shown separately, because they split ownership up rather than concentrate it.

Coverage: 3,466 of 4,641 current controlling-ownership records have no start date, so any change those brands went through is missing here. A further 46 changes are known to have happened but cannot be placed in a year, and 36 brands sit under a holding company whose own start of control is not recorded. None of these is counted in the table. Years before 2000 are grouped because few are recorded. Year counts reflect how much history has been added as well as how many brands moved, so a rise between years is not by itself evidence of more consolidation.

Dated changes of ultimate owner per year
Year	Changes	Changes, as a bar	Bought or merged	Spun off	No deal recorded
1966–1999	42	grouped	39	3	0
2000	9		9	0	0
2001	10		10	0	0
2002	5		5	0	0
2003	0		0	0	0
2004	6		6	0	0
2005	14		14	0	0
2006	8		8	0	0
2007	10		10	0	0
2008	22		21	0	1
2009	5		5	0	0
2010	7		7	0	0
2011	19		19	0	0
2012	13		11	0	2
2013	17		16	0	1
2014	19		19	0	0
2015	20		20	0	0
2016	35		29	2	4
2017	27		27	0	0
2018	30		30	0	0
2019	20		14	2	4
2020	17		15	0	2
2021	22		22	0	0
2022	18		10	8	0
2023	27		9	18	0
2024	12		12	0	0
2025	47		30	14	3
2026 (to Sep 2026)	16		16	0	0
Total dated	497		433	47	17

Most recent dated changes

Sep 2026 Huel to Danone (earlier owner not recorded) · deal
Sep 2026 Marc Jacobs to MJ Topco from LVMH · deal
Jul 2026 Depop to eBay from Etsy · deal
Jul 2026 OLAPLEX to Henkel (earlier owner not recorded) · deal
Jun 2026 Breathe Right to Prestige Consumer Healthcare (earlier owner not recorded) · deal
Jun 2026 Grüns to Unilever (earlier owner not recorded) · deal
May 2026 Miss Mouth's Messy Eater to Church & Dwight (earlier owner not recorded) · deal
May 2026 Keystone Cement to TITAN (earlier owner not recorded) · deal
Mar 2026 Anchor to Lactalis (earlier owner not recorded) · deal
Mar 2026 Anlene to Lactalis (earlier owner not recorded) · deal
Mar 2026 Anmum to Lactalis (earlier owner not recorded) · deal
Mar 2026 Creed to L'Oréal (earlier owner not recorded) · deal

How today's ten largest owners came to hold their brands

For each brand the ten largest owners on Brandtree hold today, when and how it came under that owner. "From an earlier owner" needs evidence: an earlier owner outside the group, a completed deal on the date, or the dated purchase of the company that holds the brand. "Started with them" means the holding begins in the brand's founding year with no earlier owner. A dated start with neither is shown on its own rather than guessed.

Coverage: 325 brands; 90 (28%) have a recorded arrival date and 235 do not. "Not dated" does not mean the owner founded the brand, or bought it long ago: the record simply does not say. The founding case is rarely recorded as its own dated holding, so "Started with them" undercounts brands the owners created.

Current brands of the ten largest owners, by how they arrived
Owner	Brands today	From an earlier owner, dated	of which since 2000	Dated start, route not recorded	Not dated
Unilever	55	21	21	0	34
Mars	42	20	20	0	22
Procter & Gamble	38	4	4	1	33
Nestlé	33	1	0	2	30
PepsiCo	30	8	8	1	21
Heineken	29	4	4	0	25
Mondelēz	28	1	1	2	25
Coca-Cola	24	9	6	0	15
Diageo	23	1	1	2	20
Ferrero	23	13	13	0	10
All ten	325	82	78	8	235

When the dated arrivals happened

The 82 brands above that came from an earlier owner on a recorded date, by decade. The 235 undated brands could belong to any decade, so this shows when recorded purchases happened, not when the portfolios were built.

Dated arrivals by decade
Decade	Brands	As a bar
1980s	1
1990s	3
2000s	23
2010s	31
2020s	24

Completed deals recorded per year

Brandtree records 302 completed deals, 299 of them involving at least one brand with a page here. This is a count of deals in this dataset, not of all deals in consumer industries: Brandtree adds a deal when it changes the owner of a brand it tracks, and older deals are recorded less often.

Coverage: every completed deal has a closing date, so all 302 are counted. 14 further deals were announced, blocked or abandoned and are left out.

Completed deals per year
Year closed	Deals	As a bar
1966–1999	35	grouped
2000	7
2001	4
2002	5
2003	0
2004	5
2005	6
2006	8
2007	7
2008	11
2009	5
2010	5
2011	11
2012	10
2013	13
2014	11
2015	15
2016	17
2017	22
2018	15
2019	10
2020	13
2021	17
2022	9
2023	12
2024	9
2025	7
2026 (to Sep 2026)	13

All deals →

How the largest owners in each category got there

For the three largest owners in each category, the brands in that category that came to them from an earlier owner on a recorded date, most recent first, against those with no recorded arrival. Categories with fewer than 40 brands or 10 owners are left out, as on the main statistics page.

Automotive (73 brands)

Bajaj Auto: 15 brands, 1 from an earlier owner on a recorded date, 14 not dated.

GASGAS 2025 from Bajaj Mobility
Stellantis: 11 brands, 0 from an earlier owner on a recorded date, 9 not dated, 2 dated without a recorded earlier owner.
Volkswagen Group: 9 brands, 7 from an earlier owner on a recorded date, 2 not dated.

Porsche 2012 (deal); Ducati 2012 (deal); Bentley 1998 (deal); Lamborghini 1998 (deal); Škoda 1991 (deal); SEAT 1986 (deal); and 1 more

Coverage: 10 of these 35 brands (29%) have a recorded arrival date.

Tobacco & nicotine (93 brands)

Imperial Brands: 20 brands, 0 from an earlier owner on a recorded date, 20 not dated.
British American Tobacco: 11 brands, 0 from an earlier owner on a recorded date, 5 not dated, 6 dated without a recorded earlier owner.
Altria: 9 brands, 0 from an earlier owner on a recorded date, 8 not dated, 1 dated without a recorded earlier owner.

Coverage: 7 of these 40 brands (18%) have a recorded arrival date.

Pet & animal care (75 brands)

VAFO: 12 brands, 0 from an earlier owner on a recorded date, 9 not dated, 3 dated without a recorded earlier owner.
Mars: 11 brands, 6 from an earlier owner on a recorded date, 5 not dated.

VCA Animal Hospitals 2017 (deal); Eukanuba 2014 (deal); IAMS 2014 (deal); Nutro 2007 (deal); Greenies 2006 (deal); Royal Canin 2002 (deal)
Kormotech: 5 brands, 0 from an earlier owner on a recorded date, 5 not dated.

Coverage: 9 of these 28 brands (32%) have a recorded arrival date.

Restaurants & foodservice (73 brands)

Jollibee Group: 12 brands, 0 from an earlier owner on a recorded date, 10 not dated, 2 dated without a recorded earlier owner.
Inspire Brands: 6 brands, 2 from an earlier owner on a recorded date, 1 not dated, 3 dated without a recorded earlier owner.

Baskin-Robbins 2020 from Dunkin' Brands (deal); Dunkin' 2020 from Dunkin' Brands (deal)
CP Foods: 5 brands, 0 from an earlier owner on a recorded date, 5 not dated.

Coverage: 7 of these 23 brands (30%) have a recorded arrival date.

Travel & hospitality (92 brands)

Genting: 12 brands, 0 from an earlier owner on a recorded date, 12 not dated.
Marriott: 8 brands, 4 from an earlier owner on a recorded date, 3 not dated, 1 dated without a recorded earlier owner.

Sheraton 2016 (deal); St. Regis 2016 (deal); W Hotels 2016 (deal); Westin 2016 (deal)
Minor International: 8 brands, 0 from an earlier owner on a recorded date, 8 not dated.

Coverage: 5 of these 28 brands (18%) have a recorded arrival date.

Consumer health (78 brands)

Krka: 8 brands, 0 from an earlier owner on a recorded date, 8 not dated.
Reckitt: 7 brands, 0 from an earlier owner on a recorded date, 5 not dated, 2 dated without a recorded earlier owner.
Genomma Lab: 6 brands, 0 from an earlier owner on a recorded date, 2 not dated, 4 dated without a recorded earlier owner.

Coverage: 6 of these 21 brands (29%) have a recorded arrival date.

Personal care & beauty (339 brands)

Unilever: 34 brands, 13 from an earlier owner on a recorded date, 21 not dated.

Paula's Choice 2021 (deal); Tatcha 2019 (deal); SheaMoisture 2017 (deal); Hourglass Cosmetics 2017 (deal); Living Proof 2016 (deal); Kate Somerville 2015 (deal); and 7 more
Procter & Gamble: 23 brands, 4 from an earlier owner on a recorded date, 18 not dated, 1 dated without a recorded earlier owner.

Braun 2005 from The Gillette Company (deal); Gillette 2005 from The Gillette Company (deal); Oral-B 2005 from The Gillette Company (deal); Venus 2005 from The Gillette Company (deal)
L'Oréal: 21 brands, 6 from an earlier owner on a recorded date, 15 not dated.

Creed 2026 (deal); Aesop 2023 (deal); Thayers 2022 (deal); CeraVe 2017 (deal); shu uemura 2004 (deal); Matrix 2000 (deal)

Coverage: 24 of these 78 brands (31%) have a recorded arrival date.

Media & entertainment (117 brands)

Disney: 10 brands, 6 from an earlier owner on a recorded date, 3 not dated, 1 dated without a recorded earlier owner.

20th Century Studios 2019 (deal); National Geographic 2019 (deal); Searchlight Pictures 2019 (deal); Lucasfilm 2012 (deal); Marvel 2009 (deal); Pixar 2006 (deal)
Warner Bros. Discovery: 8 brands, 0 from an earlier owner on a recorded date, 7 not dated, 1 dated without a recorded earlier owner.
Canal+: 7 brands, 0 from an earlier owner on a recorded date, 7 not dated.

Coverage: 8 of these 25 brands (32%) have a recorded arrival date.

Home, garden & DIY (272 brands)

Corporación Favorita: 16 brands, 0 from an earlier owner on a recorded date, 12 not dated, 4 dated without a recorded earlier owner.
Shoprite Group: 12 brands, 0 from an earlier owner on a recorded date, 10 not dated, 2 dated without a recorded earlier owner.
Mohawk: 11 brands, 0 from an earlier owner on a recorded date, 8 not dated, 3 dated without a recorded earlier owner.

Coverage: 9 of these 39 brands (23%) have a recorded arrival date.

Internet & digital (226 brands)

Alphabet: 13 brands, 4 from an earlier owner on a recorded date, 7 not dated, 2 dated without a recorded earlier owner.

Fitbit 2021 (deal); Google Nest 2014 (deal); Waze 2013 (deal); YouTube 2006 (deal)
Kaspi.kz: 10 brands, 0 from an earlier owner on a recorded date, 9 not dated, 1 dated without a recorded earlier owner.
Expedia Group: 9 brands, 4 from an earlier owner on a recorded date, 2 not dated, 3 dated without a recorded earlier owner.

Vrbo 2015 (deal); CheapTickets 2015 (deal); Orbitz 2015 (deal); ebookers 2015 (deal)

Coverage: 14 of these 32 brands (44%) have a recorded arrival date.

Home care (246 brands)

Arçelik: 13 brands, 2 from an earlier owner on a recorded date, 11 not dated.

Hotpoint 2024 from Whirlpool (deal); Indesit 2024 from Whirlpool (deal)
Procter & Gamble: 11 brands, 0 from an earlier owner on a recorded date, 11 not dated.
Clorox: 8 brands, 0 from an earlier owner on a recorded date, 8 not dated.

Coverage: 2 of these 32 brands (6%) have a recorded arrival date.

Apparel, footwear & accessories (341 brands)

LVMH: 13 brands, 9 from an earlier owner on a recorded date, 4 not dated.

Tiffany & Co. 2021 from Tiffany & Co. (company) (deal); Loro Piana 2013 (deal); Bulgari 2011 (deal); Hublot 2008 (deal); Zenith 1999 (deal); TAG Heuer 1999 (deal); and 3 more
Gildan: 12 brands, 10 from an earlier owner on a recorded date, 1 not dated, 1 dated without a recorded earlier owner.

Bali 2025 (deal); Berlei (Australia, New Zealand and South Africa) 2025 (deal); Bonds 2025 (deal); Bras N Things 2025 (deal); Comfortwash 2025 (deal); Hanes 2025 (deal); and 4 more
Richemont: 11 brands, 6 from an earlier owner on a recorded date, 5 not dated.

Alaïa 2007 (deal); A. Lange & Söhne 2000 (deal); Panerai 1997 (deal); Vacheron Constantin 1996 (deal); Dunhill 1993 (deal); Chloé 1985 (deal)

Coverage: 26 of these 36 brands (72%) have a recorded arrival date.

Beverages (978 brands)

Heineken: 29 brands, 4 from an earlier owner on a recorded date, 25 not dated.

Lagunitas 2017 (deal); Dos Equis 2010 (deal); Sol 2010 (deal); Strongbow 2008 (deal)
Coca-Cola: 23 brands, 8 from an earlier owner on a recorded date, 15 not dated.

BodyArmor 2021 (deal); Topo Chico 2017 (deal); Innocent 2013 (deal); Smartwater 2007 (deal); Vitaminwater 2007 (deal); Limca 1993 (deal); and 2 more
Diageo: 23 brands, 1 from an earlier owner on a recorded date, 20 not dated, 2 dated without a recorded earlier owner.

Casamigos 2017 (deal)

Coverage: 15 of these 75 brands (20%) have a recorded arrival date.

Food (1,638 brands)

Mars: 31 brands, 14 from an earlier owner on a recorded date, 17 not dated.

Cheez-It 2025 from Kellanova (bought with its parent); Crunchy Nut 2025 from Kellanova (bought with its parent); Nutri-Grain 2025 from Kellanova (bought with its parent); Pop-Tarts 2025 from Kellanova (bought with its parent); Pringles 2025 from Kellanova (bought with its parent); RXBAR 2025 from Kellanova (bought with its parent); and 8 more
Mondelēz: 26 brands, 1 from an earlier owner on a recorded date, 23 not dated, 2 dated without a recorded earlier owner.

Cadbury 2012 from Kraft Foods
Ferrero: 23 brands, 13 from an earlier owner on a recorded date, 10 not dated.

Froot Loops 2025 from WK Kellogg Co (bought with its parent); Frosted Flakes 2025 from WK Kellogg Co (bought with its parent); Kellogg's Corn Flakes 2025 from WK Kellogg Co (bought with its parent); Raisin Bran 2025 from WK Kellogg Co (bought with its parent); Rice Krispies 2025 from WK Kellogg Co (bought with its parent); Blue Bunny 2022 (deal); and 7 more

Coverage: 30 of these 80 brands (38%) have a recorded arrival date.

Method: a change is dated only from the start date on an ownership record, never from a record without one. Where a brand moved because its parent company was bought, the purchase date is used only when the brand was already held by that company on a dated record, or the deal names the brand. Quote figures freely under CC BY 4.0, keeping "on Brandtree", or the equivalent, and the coverage with the number. For the stories behind the numbers, read the consolidation explainers.