date:Jul 09, 2014
ough the BRICs have been proving more challenging, global FMCG firms are identifying new areas of growth. 70% of firms in the Global 50 who reported underperformance in a BRIC country in their annual report, named a MINT country (Mexico, Indonesia, Nigeria and Turkey) as a key growth market. Early movers to the MINTs are establishing very high market shares. In Nigeria, for example, Coca-Cola has built a 41% share of the soft drinks market compared to 26% globally, and Nestl has built a 69% shar