FDBusiness.com

The first ranking of the most chosen global FMCG brands launched by Kantar Worldpanel reveals the brands that are being bought by the most consumers, the most often. It is Coca-Cola that leads Kantar Worldpanel’s Brand Footprint ranking as the world’s most chosen brand, being chosen 5.3 billion times a year. The beverages drink manufacturer reaches its number one spot by combining a high penetration of 44% with the highest global frequency of purchase (15 times per year on average) meaning that it is chosen a total of 5.3 billion times a year.

The report highlights the opportunities for growth that exist, with only one brand in the world – Colgate – reaching more than half of the global population (65% penetration) with its oral care products.

Kantar Worldpanel’s Brand Footprint Ranking reveals the strength of brands in 32 countries around the world, across the food, beverage, health and beauty and homecare sectors. It uses an insightful new metric called Consumer Reach Points which measures – for the first time – how many households around the world are buying a brand (its penetration) and how often (the number of times shoppers acquire the brand).

This unique calculation of penetration and frequency helps FMCG manufacturers to clearly understand their global reach in terms of actual basket reach and provides a vital guide on which regions present the biggest opportunities.

The strongest global brands in the ranking have demonstrated their ability to understand and respond to local needs and reach the most remote consumers in rural areas of emerging markets by building larger distribution networks. However all of the brands still have plenty of room to recruit more shoppers in new geographies, new targets, new segments or on new occasions.

Josep Montserrat, Global CEO of Kantar Worldpanel, says: “Now brands demand more in-depth analysis of their current basket reach compared to their competitors and opportunities for growth around the world. The Brand Footprint report provides this. As the pressure to maintain and increase growth intensifies for FMCG manufacturers, brand consumer base expansion and significant increase of loyalty is more critical than ever. Consumer Reach Points reveals which brands are already achieving global success and provides insight that will help other FMCG brands with international ambitions to set global targets more accurately and improve their global business growth.”

There are thirteen global brands, those that are chosen by consumers more than one billion times a year, in the study. They are: Coca Cola, Colgate, Nescafe, Pepsi, Lifebuoy, Maggi, Pantene, Knorr, Lay’s, Dove, Lux, Palmolive and Tide.