The latest edition of the Kantar Brand Footprint report has found that Coca-Cola is by far the most-chosen brand on the planet, with more than six billion consumers selecting the brand last year.
According to Kantar's methodology, which awards consumer reach points (CRP) to brands, as well as tracking their global penetration, Coca-Cola achieved a CRP of 6.1 billion in 2019, as well as penetration of 42.1%.
In second place is Colgate, which achieved a CRP of 4.16 billion and penetration of 59.7%, followed by Maggi (CRP 3.12 billion, penetration 32.3%), Lay's (CRP 2.61 billion, penetration 30.4%), Lifebuoy (CRP 2.45 billion, penetration 25.0%) and Pepsi (CRP 2.16 billion, penetration 22.8%).
Leading Performers
The full list of the top 25 most-chosen brands can be found at the Kantar Brand Footprint microsite.
This year marks the eighth edition of Kantar's Brand Footprint report, which reviewed the performance of more than 22,900 brands in 52 countries, representing 74% of the global population and 85% of gross domestic product.
According to Josep Monserrat, global CEO of Kantar's Worldpanel division, "In the eight years we have published Brand Footprint – Kantar’s comprehensive review of the most chosen FMCG brands on the planet – we have never seen such a challenging time. The outbreak of COVID-19 is reshaping businesses and economies the world over. Its effects may still be unclear, but they will certainly be lasting.
"Yet FMCG brands are used to sailing in unpredictable waters. Whether through slow overall growth, political turmoil or pandemics, there are brands with tales of success that should be celebrated and learned from. And that’s exactly what we intend to do in this edition."
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.
