Our realigned footprint

We’ve realigned our footprint into Growth Markets and Returns Markets and now manage markets based on the strategic role they play, rather than their geographic proximity.

Growth Markets are characterised by large profit and/or volume pools. We tend to have shares below 15 per cent and see considerable opportunities for share and profit growth over the long term. Our main Growth Markets include the USA and selected markets in the EU, Eastern Europe, Asia, and the Middle East. We measure the performance of our Growth Markets against share, volume and revenue metrics and our quality of growth by the progress our Growth Brands are making.

In Returns Markets we have relatively large shares, mostly above 15 per cent. Our objective is to maximise profit, whilst actively managing our market share. Our main Returns Markets include UK, Germany, and other markets in the EU, Australia, Eastern Europe and Africa. We measure the performance of our Returns Markets against share and revenue metrics and our quality of growth by the progress our Growth Brands are making.

This new approach enables us to better target resource and is improving the clarity of our growth focus across markets. We’ve aligned our sales teams around the world to this new market reclassification and now report our performance on this basis.

Key Growth Markets

Growth Markets are characterised by large profit and/or volume pools. We typically have shares below 15 per cent and see real potential for long-term share and profit growth.

  • Cambodia
  • Greece
  • Italy
  • Laos
  • Russia
  • Saudi Arabia
  • Taiwan
  • Turkey
  • USA
  • Vietnam

Key Returns Markets

We have relatively large shares in Returns Markets, mostly above 15 per cent. We focus on managing these strong positions, whilst driving sustainable profit growth.

  • Algeria
  • Australia
  • France
  • Germany
  • Hungary
  • Morocco
  • Senegal
  • Spain
  • Ukraine
  • United Kingdom

News digest

An insight into how we’re
working to support our
sustainable sales growth strategy