BCG Matrix of Unilever 

Unilever PLC is a British consumer goods manufacturing multinational company. British and Dutch companies merged in 1929 and laid the foundation of the consumer goods manufacturing company. Today, we’ll discuss the BCG matrix of Unilever; four growth matrices share analysis example quadrants; stars, cash cows, question marks, and dogs of consumer good brand as BCG matrix example company.

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The BCG matrix of Unilever would focus on the four growth-share matrix analysis examples of quadrants; stars, cash cows, question marks, and dog. Here’s Unilever BCG matrix analysis example company as follows;

BCG Matrix of Unilever 

Let’s discuss the four growth-share matrix analysis quadrants of the BCG matrix of Unilever as BCG matrix Example Company; they’re as follows;

Stars of Unilever

The star quadrant in the Unilever BCG matrix analysis example comprises such consumer products and services that have higher market share and higher growth rates. They contribute significantly to the revenue, sales, and profitability of the FMCG brand. However, some of the main star consumer goods and services in the growth-share matrix analysis example as follows;

I-Ben & Jerry’s

Ben & Jerry’s is a unique flavored ice cream of the FMCG brand Unilever and it has generated roundabout over 1.2 billion USD in 2023. It has earned a significant market share with the increasing growth rate.

II-Dove

Dove is the personal care product (soap, shampoo, cream) of the FMCG brand Unilever and it has contributed roundabout over 6.2 billion USD in 2022. It has earned a significant market share with the increasing growth rate to become the star product of the company.

III-Food & Beverage

Unilever offers a wide range of products in the food and beverage category and they have generated roundabout over 2.11 billion USD in 2021. They have earned a significant market share with the increasing growth rate to become the star product of the company.

Cash Cows of Unilever

The cash cows quadrant in the Unilever BCG matrix analysis example consists of such consumer products and services that have higher market share and slower growth rates. They contribute significantly to the revenue, sales, and profitability of the FMCG brand. However, some of the main cash cow consumer goods and services in the growth-share matrix analysis examples as follows;

I-Hellmann

Hellmann is the leading mayonnaise brand of consumer goods manufacturing Unilever and it has contributed approximately over 3.8 billion USD in 2022. It has earned a significant market share with a slower growth rate due to the tough competition and market saturation in the food industry.

II-Knorr

Knorr comes in the form of cube stock of the consumer goods manufacturing brand Unilever and it has contributed approximately over 4.5 billion USD in 2022. It has earned a significant market share with a slower growth rate due to the tough competition and market saturation in the food industry.

III-Personal Care Products

Unilever offers a wide range of personal care products and services (soap, shampoo, creams, cleaning agents, and deodorants) and they have generated approximately over 13.6 billion Euros in 2022. They have earned a significant market share with a slower growth rate due to the tough competition and market saturation in the personal care products industry. Some of the main brands in the personal care category of Unilever are as follows;

• Sunsilk
• Axe
• Dove
• Lifebuoy

Question Marks of Unilever

The question mark quadrant in the Unilever BCG matrix analysis example includes such consumer products and services that have lower market share and higher growth rates. They have the potential to contribute to the revenue, sales, and profitability of the FMCG brand. However, some of the main questions mark consumer goods and services in the growth-share matrix analysis example as follows;

I-Seventh Generation

Seventh Generation is an eco-friendly personal care brand of the FMCG company Unilever and it has contributed approximately over 350 million USD in 2023. It has a limited market share with an increasing growth rate of 7% and it has the potential to become the next star product of the company. It is because of the eco-friendly and environmentally sustainable trends.

II-Organic Product Variant & Brand Extension

Unilever is launching new organic and plant-based variant products in various categories and they have generated approximately over 50 million USD in 2022. It has a limited market share with an increasing growth rate of 10% and it has the potential to become the next star product of the company. This is due to the eco-friendly and environmentally sustainable trends.

Dogs of Unilever

The dog quadrant in the Unilever BCG matrix analysis example outlines such consumer products and services that have lower market share and lower growth rates. They don’t contribute to the revenue, sales, and profitability of the FMCG brand; instead, they consume a lot of capital resources of the company. However, some of the main dog consumer goods and services in the growth-share matrix analysis examples are as follows;

I-Slimfast

Slimfast is a weight management and food replacement brand of Unilever and it has contributed approximately over 120 million USD in 2022. It has a limited market share with a decreasing growth rate of 10% and it is consuming the resources of the company with no profitability.

Conclusion: Unilever BCG Matrix Example Company | BCG Matrix Growth Share Matrix Analysis 

After an in-depth study of the BCG matrix of Unilever; we have realized that Unilever is the world’s leading consumer goods manufacturing brand. If you are learning about the Unilever BCG matrix example company; then you should keep in mind the abovementioned four growth-share matrix analysis quadrants; stars, cash cows, question marks, and dogs.