Misc
The Illusion of Choice in Consumer Brands
The Illusion of Choice in Consumer Brands
Explore the full-size version of the above graphic in all its glory.
If today’s infographic looks familiar, that’s because it originates from a well-circulated report that Oxfam International puts together to show consolidation in the mass consumer goods industry.
We are sharing it because we believe it is important for you to be aware of who is supplying the different brands and goods served on your dinner table.
Unlikely Links
The illusion of choice does not arise from the products we expect the companies to sell. We inherently know that PepsiCo sells plenty of beverages, including its flagship product. We know that Nestlรฉ makes Kit Kat, Nesquick chocolate syrup, Nespresso coffee machines, and Nescafรฉ instant coffee.
What is less obvious is that Nestlรฉ makes Gerber baby food, Hot Pockets, DiGiorno pizzas, and Stouffer brand frozen foods. Nestlรฉ even owns two competing brands of fancy, carbonated water: San Pellegrino and Perrier.
In fact, Nestlรฉ has at least 29 brands with annual sales over $1 billion. The company literally has hundreds of different products in sectors ranging from pet food to soups and sauces. It’s the world’s largest food company by revenues, and it’s worth a whopping $240 billion in market capitalization.
They Might Be Giants
It’s not just Nestlรฉ that is mind-boggling in size and scope.
Other companies such as Coca-Cola, Kellogg’s, Mondelฤz, PepsiCo, General Mills, Danone, and Mars are also massive. They each own dozens of brands that dominate certain product categories.
Want to buy crackers? Pick up some Ritz, Triscuits, Wheat Thins, Air Crisps, or Premium brand crackers – but know they are all owned by Mondelฤz (formerly Kraft Foods).
Buying a chocolate bar? There are seemingly hundreds to choose from, but its just the illusion of choice. They pretty much all come from Mars, Nestlรฉ, or Mondelฤz (which owns Cadbury).
There’s nothing wrong in buying from these brands, but remember that each dollar of your money is a vote. Vote for products and companies you believe in!
Note: the above graphic is about 1.5 years old, and it misses recent acquisitions or changes in brand ownership. For example, Power Bar is now owned by Post Holdings, another giant consumer foods conglomerate. That said, we believes the point of the graphic still comes across.
Countries
Charted: The Number of Democracies Globally
How many democracies does the world have? This visual shows the change since 1945 and the top nations becoming more (and less) democratic.

Charted: The Number of Democracies Globally
The end of World War II in 1945 was a turning point for democracies around the world.
Before this critical turning point in geopolitics, democracies made up only a small number of the world’s countries, both legally and in practice. However, over the course of the next six decades, the number of democratic nations would more than quadruple.
Interestingly, studies have found that this trend has recently reversed as of the 2010s, with democracies and non-democracies now in a deadlock.
In this visualization, Staffan Landin uses data from V-DEMโs Electoral Democratic Index (EDI) to highlight the changing face of global politics over the past two decades and the nations that contributed the most to this change.
The Methodology
V-DEM’s EDI attempts to measure democratic development in a comprehensive way, through the contributions of 3,700 experts from countries around the world.
Instead of relying on each nation’s legally recognized system of government, the EDI analyzes the level of electoral democracy in countries on a range of indicators, including:
- Free and fair elections
- Rule of law
- Alternative sources of information and association
- Freedom of expression
Countries are assigned a score on a scale from 0 to 1, with higher scores indicating a higher level of democracy. Each is also categorized into four types of functional government, from liberal and electoral democracies to electoral and closed autocracies.
Which Countries Have Declined the Most?
The EDI found that numerous countries around the world saw declines in democracy over the past two decades. Here are the 10 countries that saw the steepest decline in EDI score since 2010:
Country | Democracy Index (2010) | Democracy Index (2022) | Points Lost |
---|---|---|---|
๐ญ๐บ Hungary | 0.80 | 0.46 | -34 |
๐ต๐ฑ Poland | 0.89 | 0.59 | -30 |
๐ท๐ธ Serbia | 0.61 | 0.34 | -27 |
๐น๐ท Tรผrkiye | 0.55 | 0.28 | -27 |
๐ฎ๐ณ India | 0.71 | 0.44 | -27 |
๐ฒ๐ฑ Mali | 0.51 | 0.25 | -26 |
๐น๐ญ Thailand | 0.44 | 0.20 | -24 |
๐ฆ๐ซ Afghanistan | 0.38 | 0.16 | -22 |
๐ง๐ท Brazil | 0.88 | 0.66 | -22 |
๐ง๐ฏ Benin | 0.64 | 0.42 | -22 |
Central and Eastern Europe was home to three of the countries seeing the largest declines in democracy. Hungary, Poland, and Serbia lead the table, with Hungary and Serbia in particular dropping below scores of 0.5.
Some of the world’s largest countries by population also decreased significantly, including India and Brazil. Across most of the top 10, the “freedom of expression” indicator was hit particularly hard, with notable increases in media censorship to be found in Afghanistan and Brazil.
Countries Becoming More Democratic
Here are the 10 countries that saw the largest increase in EDI score since 2010:
Country | Democracy Index (2010) | Democracy Index (2022) | Points Gained |
---|---|---|---|
๐ฆ๐ฒ Armenia | 0.34 | 0.74 | +40 |
๐ซ๐ฏ Fiji | 0.14 | 0.40 | +26 |
๐ฌ๐ฒ The Gambia | 0.25 | 0.50 | +25 |
๐ธ๐จ Seychelles | 0.45 | 0.67 | +22 |
๐ฒ๐ฌ Madagascar | 0.28 | 0.48 | +20 |
๐น๐ณ Tunisia | 0.40 | 0.56 | +16 |
๐ฑ๐ฐ Sri Lanka | 0.42 | 0.57 | +15 |
๐ฌ๐ผ Guinea-Bissau | 0.41 | 0.56 | +15 |
๐ฒ๐ฉ Moldova | 0.59 | 0.74 | +15 |
๐ณ๐ต Nepal | 0.46 | 0.59 | +13 |
Armenia, Fiji, and Seychelles saw significant improvement in the autonomy of their electoral management bodies in the last 10 years. Partially as a result, both Armenia and Seychelles have seen their scores rise above 0.5.
The Gambia also saw great improvement across many election indicators, including the quality of voter registries, vote buying, and election violence. It was one of five African countries to make the top 10 most improved democracies.
With the total number of democracies and non-democracies almost tied over the past four years, it is hard to predict the political atmosphere in the future.
-
VC+3 weeks ago
Coming Soon: Here’s What’s Coming to VC+ Next
-
Healthcare4 weeks ago
Ranked: The Best U.S. States for Retirement
-
Demographics2 weeks ago
Visualizing the American Workforce as 100 People
-
Commodities4 weeks ago
Charted: Commodities vs Equity Valuations (1970โ2023)
-
Batteries2 weeks ago
How EV Adoption Will Impact Oil Consumption (2015-2025P)
-
Money4 weeks ago
Visualizing the Assets and Liabilities of U.S. Banks
-
Wealth2 weeks ago
Ranked: The Worldโs Top 50 Endowment Funds
-
Markets4 weeks ago
Visualized: Real Interest Rates by Country