News

17 global FMCG brands in the billionaire club

16/05/2018

Get a closer view on growth opportunities in the FMCG market

Coca-Cola is the world’s most chosen consumer brand for the sixth year running according to the 2018 edition of Kantar Worldpanel’s Brand Footprint report

Sixteen other brands have been chosen more than one billion times in a year by consumers globally

Key facts

Coca-Cola remains the world’s most chosen brand—for the sixth year running
Colgate is the second most chosen brand in the ranking and is the only brand chosen by more than half of the global population—with 62% penetration globally
Maggi is the fastest-growing Top 50 brand with a global presence—with 14% growth in Consumer Reach Points (CRPs)
Local brands continued to steal share in 2017, taking 64.6% of all brand spend, versus global brands’ 35.4% share with every 0.1% gained now worth $500 million

According to the 2018 edition of Kantar Worldpanel’s Brand Footprint report, there are 17 FMCG brands that are chosen by consumers more than one billion times a year globally. The Brand Footprint rankings measure which brands are being bought by the most consumers the most often. Coca-Cola is the world’s most chosen brand, picked from the shelves 5.8 bn times in a year. Colgate and Maggi both achieve podium positions, being also the world’s most chosen personal care and food brands. Colgate is the only brand chosen by more than half of the global population—with 62% penetration globally¹. Maggi is the fastest-growing Top 50 brand with a global presence—with 14% growth in Consumer Reach Points (CRPs)², which has helped the brand to rise one position to become third in the ranking this year.

Six out of the 17 brands chosen more than one billion times in a year are owned by Unilever, which leads the manufacturers ranking with 36 bn CRPs per year. Unilever’s portfolio includes Lifebuoy in 4^th position and Sunsilk and Knorr among the Top 10. Dove, Lux and Sunlight are also Unilever’s brands in the billionaire club. Two Pepsico brands, Lay’s and Pepsi, jointly with Nescafé and Indomie – Indofood’s very successful brand in Asia and Africa – made the remaining positions in the Top 10. Nestlé, P&G’s Downy, Palmolive and Sprite are the other brands that join this year the exclusive club of global brands chosen by consumers more than one billion times annually.

Table 1. The 17 billionaire brands in the global FMCG brands ranking revealed by the Brand Footprint report.

Rank	Brand	Penetration (%)	Consumer choice (choices by shopper)	Consumer reach points (m)
1	Coca-Cola	41.3%	12.7	5817
2	Colgate	61.6%	5.7	3886
3	Maggi	30.4%	7.4	2489
4	Lifebuoy	27.5%	7.8	2375
5	Lay’s	29.1%	6.4	2073
6	Pepsi	22.7%	7.8	1971
7	Nescafé	22.3%	7.9	1955
8	Indomie	4.7%	34.9	1817
9	Sunsilk/Sedal/Seda	23.8%	6.8	1799
10	Knorr	27.1%	5.8	1748
11	Dove	36.8%	4.3	1748
12	Lux	32.6%	4.2	1526
13	Nestlé	28.5%	4.5	1439
14	Sunlight	11.4%	10.4	1322
15	Downy	14.2%	8.2	1290
16	Palmolive	16.2%	6.1	1105
17	Sprite	24.8%	3.8	1040

Source: Kantar Worldpanel’s Brand Footprint Report

Josep Montserrat, CEO Kantar Worldpanel, explained:

“A lot has been said about the FMCG market being more challenging in recent times, and despite all this, 22 among the Top 50 global brands managed to be chosen by consumers more times in the last 12 months. Growth opportunities are there to be taken, and brands will need to dive deeper to find them because they may not be in the old well-known spots. Our data shows that out-of-home and growing channels such as e-commerce, discounters, cash and carrie outlets and convenience stores are growing faster than the overall FMCG market and it is time to invest more decisively in what consumers are asking for.”

Local brands and global brands

The study also shows that local brands grew in 2017, taking 64.6% of all brand spend, versus global brands’ 35.4% share, with every 0.1% gained now worth $500 million. This highlights the continued march of local brands winning share from the global players.

Global brands are stronger but still losing share in the homecare, and beauty and personal care categories, taking 47% and 58.4% of global spend per sector respectively. It was only within the beverages sector that global brands are winning, having gained share from local brands three years in a row (38.3% global versus 61.7% local in 2018, compared to 38.1% global vs. 61.9% local in 2015).

Table 2. Global and local brands market share

	2016		2017
	Global Brands	Local Brands	Global Brands	Local Brands
Total FMCG	35.8%	64.2%	35.4%	64.6%
Food	27.1%	72.9%	26.6%	73.4%
Drinks	38.2%	61.8%	38.3%	61.7%
Dairy	20.6%	79.4%	20.0%	80.0%
Beauty and Personal Care	58.8%	41.2%	58.4%	41.6%
Homecare	47.7%	52.3%	47.0%	53.0%

Source: Kantar Worldpanel’s Brand Footprint Report

NOTES TO EDITORS

Brand Footprint: the study

Kantar Worldpanel’s annual Brand Footprint study is based on research from 73% of the global population; a total of one billion households in 43 countries across five continents—covering 75% of the global GDP. As part of the study, Kantar Worldpanel tracks more than 18,000 brands across beverages, food, dairy, health and beauty and homecare.

Brand Footprint: the Top 50 ranking

Kantar Worldpanel’s annual Top 50 ranking of the world’s most-chosen FMCG brands reveals which brands are achieving global success, providing insights to help FMCG brands set global targets more accurately and improve their global business growth.

It is set apart from other brand rankings by providing information on real consumer behaviour rather than attitude. Consumer Reach Points (CRPs) form the basis of the ranking. An innovative metric that measures how many households around the world are buying a brand (penetration) and how often (consumer choice), it provides a true representation of shopper choice.

To access the full global, regional, country and sector rankings and a complete index of the brands included in the Global Top 50, please visit www.kantarworldpanel.com/brandfootprint.

Methodology and scope

This year’s ranking analysed more than 18,000 brands and 1 billion households in 43 countries across five continents, in the 12 months to November 2017.

Credits

The Brand Footprint publication is a Kantar Worldpanel initiative, and the ranking is created in collaboration with IMRB in Bangladesh and Sri Lanka, with GfK in Germany, Russia, Italy and South Africa, and with IRI in the US.

Download the report and explore the microsite through the links in this page.

Also, you can watch the webinar here.

¹Penetration: % of global population buying the brand at least once

²Consumer Reach Points (CRPs) form the basis of the ranking. A metric that measures how many households around the world are buying a brand (penetration) and how often (consumer choice), it provides a true representation of shopper choice.