Kantar has revealed the latest edition of its annual Brand Footprint report, which tracks the most-chosen brands by consumers around the world.
The latest edition analyses the purchasing habits of shoppers across 53 countries – representing 86% of the global population – within the context of a cost-of-living crisis.
Marked by double-digit inflation affecting food products, global household spending on fast-moving consumer goods increased by 4.8% in 2022, Kantar noted, while the volume of items purchased only rose by 0.1%. This indicates that consumers spent more on fewer items, even as they made efforts to buy cheaper ones.
The report takes into account elements such as consumer reach points (CRP), penetration, and ‘times chosen’ to determine the popularity and reach of each brand.
Read More: Europe’s Most Popular Food Brands – 2022 Edition
Let’s have a look at the top 25 most-chosen brands globally, according to the latest Kantar Brand Footprint report.
1. Coca-Cola
The iconic beverage brand retains its top position from the previous year, with a CRP of 7,162 million. Coca-Cola’s CRP performance remained stable, and it achieved a penetration rate of 46.5 and a times-chosen rate of 12.7, making it the most-chosen brand in the world.
2. Colgate
Another household name, Colgate secures the second spot in the rankings. With a CRP of 4,298 million, Colgate experienced a CRP increase of 2%. The brand’s penetration rate stood at 57.5, while its times-chosen rate reached 6.2.
3. Maggi
Nestlé-owned Maggi ranks third in this year’s rankings. With a CRP of 3,778 million – up by 9% – Maggi’s penetration rate stood at 37.0, while its times-chosen rate was 8.4.
4. Lay’s
Rising by two positions, Lay’s takes the fourth spot on the list. With a CRP of 2,820 million – a 5% increase – the brand (also known as Walkers) achieved a penetration of 32.3 and a times-chosen rate of 7.2.
5. Pepsi
Soft-drink brand Pepsi attained a CRP of 2,666 million – down by 5%. Its penetration rate stood at 26.1, while its times-chosen rate was 8.4.
6. Lifebuoy
Slipping two places when compared to the previous year, Lifebuoy holds the sixth position in the rankings. With a CRP of 2,374 million – down by 22% – its penetration rate was 26.7 and its times-chosen rate was 7.3.
7. Sunsilk
Personal-care brand Sunsilk achieved a CRP of 2,334 million – up by 14% – with a penetration rate of 26.8 and a times-chosen rate of 7.2. Sunsilk rose by two places, year on year.
8. Nescafé
Dropping by one place, to the eighth position, is coffee brand Nescafé. With a CRP of 2,314 million, the brand’s penetration stood at 25.3, while its times-chosen rate was 7.5.
9. Indomie
Down by one place, to the ninth position, Indomie reported a CRP of 2,197 million and achieved a penetration rate of 6.1, with a times-chosen rate of 29.6.
10. Dove
Maintaining its rank from the previous year, Dove secures the tenth spot on the list. With a CRP of 1,933 million, Dove achieved a penetration of 38.1, while its times-chosen rate was 4.2.
11. Vim
Holding steady in 11th, Vim reported a CRP of 1,876 million. It achieved a penetration rate of 21.0 and a times-chosen rate of 7.4.
12. Lux
Rising by one place, Lux reported a CRP of 1,712 million – up by 16%. The Unilever-owned brand recorded a penetration rate of 30.3 and a times-chosen rate of 4.7.
13. Knorr
Despite a slight decline of one place, Knorr reported a CRP of 1,573 million. Its penetration rate stood at 25.7, while its times-chosen rate stood at 5.0.
14. Gatorade
Claiming the 14th position, Gatorade reported a CRP of 1,414 million – an increase of 1%. The brand attained a penetration rate of 11.2 and a times-chosen performance of 10.4.
15. Downy
Moving up by one place, Downy secures the 15th spot on the list. With a CRP of 1,343 million, the brand achieved a penetration rate of 17.7, and its times-chosen rate stood at 6.3.
16. Sunlight
Despite a decline of one place, Sunlight remains a trusted brand for household cleaning. With a CRP of 1,338 million, the brand’s penetration performance was recorded at 10.9, while its times-chosen rate stood at 10.1.
17. Oreo
Mondelēz-owned Oreo climbs one place up the ranks, to secure the 17th position. With a CRP of 1,319 million – an 8% increase – the brand achieved a penetration rate of 30.6 and a times-chosen rate of 3.6.
18. Mountain Dew
Mountain Dew claims the 18th spot on the list – a drop of one place, compared to last year. With a CRP of 1,304 million – a 4% increase – the beverage brand achieved a penetration rate of 8.6 and a times-chosen rate of 12.5.
19. Sprite
Coca-Cola’s Sprite secures the 19th position in the rankings, rising by one spot. With a CRP of 1,290 million – an 8% increase – the brand recorded a penetration rate of 28.9 and a times-chosen rate of 3.7.
20. Red Bull
Rising by one place, Red Bull claims the 20th spot on the list, with a CRP of 1,218 million. The brand achieved a penetration rate of 10.5 and a times-chosen rate of 9.5.
21. Nestlé
Despite a decline of two places, Nestlé continues to be a recognised and trusted brand. With a CRP of 1,144 million, the brand achieved a penetration rate of 24.7. Its times-chosen rate stood at 3.8.
22. Monster
Monster jumps three spots, to claim the 22nd position. With a CRP of 1,136 million – a 4% increase – the energy drink brand attained a penetration rate of 5.7 and boasted a times-chosen rate of 16.5.
23. Head & Shoulders
Haircare brand Head & Shoulders secures the 23rd spot on the list, rising by three places. With a CRP of 1,118 million, it achieved a penetration rate of 24.3 and a times-chosen rate of 3.8.
24. Doritos
Snack brand Doritos maintains its position at number 24 on the list. With a CRP of 1,106 million, the PepsiCo-owned brand achieved a penetration rate of 14.9 and a times-chosen rate of 6.1.
25. Kinder
In the 25th position, Ferrero-owned family favourite Kinder achieved a CRP of 1,103 million – down by 2%. The brand achieved a penetration rate of 15.0 and a times-chosen rate of 6.1.
About The Kantar Brand Footprint
The annual Brand Footprint study by Kantar is based on the actual purchasing behaviours of over 550,000 households worldwide, representing a total of 1.2 billion households across 53 markets on five continents, accounting for 87% of the global GDP.
For this study, Kantar tracked more than 37,000 brands in the beverage, food, dairy, and personal- and home-care sectors. More information is available here.
© 2023 European Supermarket Magazine – your source for the latest A-brand news. Article by Stephen Wynne-Jones. Image created via 123rf.com AI Image Generator. Click subscribe to sign up to ESM: European Supermarket Magazine.
