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The Chosen Few Get Chosen A Lot

August 1, 2014

Coca-Cola, Colgate, Oreos and Downy are part of an elite list, according to Kantar Worldpanel’s Brand Footprint study of the 50 Most Chosen Global FMCG Brands. In fact, only 16 global FMCG brands were chosen by consumers more than one billion times last year, according to findings.

In its second year, Kantar Worldpanel’s Brand Footprint ranking and report outlines the winning strategies that the most successful global FMCG brands are employing as well as the key global consumer and industry trends. The ranking reveals the brands that are being bought by the most people, the most often, in 35 countries around the world, across the food, beverage, health and beauty and home care sectors.

Kantar Worldpanel’s report highlights that local brands are growing their footprints almost twice as fast as global brands, with an average annual growth rate of 2%, compared with 1.2% for global brands. Local brands account for 60% of global FMCG shopping choices and were chosen 129 billion times last year.

However some global brands stand out, said Kantar. Coca-Cola, the world’s most chosen brand for the second year, was chosen more than 5.8 billion times in the last year. The beverages manufacturer was selected an additional 124 million times in the past year (a growth of 2% which came mainly from Latin America). P&G’s Downy grew its reach by 26%, adding 9.5 million new households to its consumer base in the last year. The world’s favorite cookie brand, Oreo, added the most new buyers, 19 million in the past year, equivalent to the total number of households in the Philippines.

The top 16 global FMCG brands revealed by Kantar Worldpanel’s Brand Footprint study—all of which were chosen more than one billion times in the past year—are, in order: Coca-Cola, Colgate, Nescafé, Maggi, Pepsi, Knorr, Lifebuoy, Lay’s, Pantene, Kraft, Dove, Palmolive, Lux, Nestlé, Tide and Surf.    
“Growth is top of the agenda for all FMCG companies, but there is no single path to prosperity. They are looking for new shoppers, new occasions, new markets, and are investing in the creation of innovative new products,” said Josep Montserrat, global CEO of Kantar Worldpanel. 

According to Montserrat, the Brand Footprint report highlights the opportunities that exist for every brand with global aspirations to expand its consumer base. It provides an essential guide for FMCG manufacturers on their journey to increase the dominance of their brands in the world’s fastest growing markets.

Also, TreSemmé grew its global footprint by 10% (adding 9 million households in the last year) by bringing supermarket shoppers “salon quality” hair care products.

Colgate is the most chosen health and beauty brand in the world. The world’s favorite toothpaste brand grew its Consumer Reach Points by 3% to more than 3.6 billion. It is the most chosen global brand of its category in 18 countries and also has the largest consumer base in the world, being purchased by 6 in 10 of global households.  

For more insight from this report, please see Notes from Emerging Markets in this month’s issue, p. 36.

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