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The Chosen Few

June 6, 2013

• According a new ranking of the most popular global FMCG brands by Kantar Worldpanel, Colgate reaches more than half of the global population (65% penetration) with its oral care products.

Kantar Worldpanel’s new Brand Footprint Ranking reveals the strength of brands in 32 countries around the world, across the food, beverage, health and beauty and home care sectors. Its new metric, Consumer Reach Points, measures 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 understand their global reach in terms of actual basket reach, and it provides a vital guide as to which regions present the biggest opportunities.

Dove, No. 10 in the global ranking, grew its Consumer Reach Points by 18% to reach more than 1.1 billion households. Head & Shoulders also posted big gains. 

Coca-Cola leads Kantar Worldpanel’s Brand Footprint ranking as the world’s most chosen brand, being chosen 5.3 billion times a year. The drink manufacturer reached its No. 1 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 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, said Kantar.
Kantar says 13 global brands are chosen by consumers more than one billion times a year: Coca-Cola, Colgate, Nescafe, Pepsi, Lifebuoy, Maggi, Pantene, Knorr, Lay’s, Dove, Lux, Palmolive and Tide.

The top 10 global health and beauty brands revealed by the Kantar Worldpanel Brand Footprint study are:
  1. Colgate (Colgate-Palmolive)
  2. Lifebuoy (Unilever)
  3. Pantene (P&G)
  4. Dove (Unilever)
  5. Lux (Unilever)
  6. Palmolive (Colgate-Palmolive)
  7. Sunsilk (Unilever)
  8. Pepsodent (Unilever)
  9. Head & Shoulders (P&G)
  10. Safeguard (P&G)
“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,” said Josep Montserrat, global CEO of Kantar Worldpanel.

More info: www.kantarworldpanel.com/brandfootprint  
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