How were the included companies selected?
Companies from all industries that contribute materially to household spend in each respective market were included in the study. This data was sourced from the Bureau of Labor Statistics’ February 2016 Report on Consumer Expenditures (US), Office for National Statistics’ 2015 Report (Germany), and McKinsey’s Macroeconomic China Model Update for 2015 (China). Within each industry, the companies that were included achieved outsized business performance (MRY revenues and trailing 3-year revenue growth) within their respective industries. In some instances, smaller companies that have been driving change in these industries were also included given their significant traction with consumers. Given the methodology for brand selection, not all brands in every category could be included.