Plain packaging could erase hundreds of billions in brand value

A group of eight FMCG companies would stand to lose US$187 billion in enterprise value if the kind of plain-packaging legislation now in effect for tobacco in some countries were extended to alcohol, confectionery, savoury snacks, and sugary drinks worldwide (the companies analysed were AB InBev, The Coca-Cola Company, Danone, Heineken, Mondelez International, Nestlé, PepsiCo, and Pernod Ricard)

 

The prediction is even more dire for alcohol and sugary-drink brands.