The 10 “Most-Chosen” FMCG Brands in the World

May 15, 2014

This article is included in these additional categories:

CPG & FMCG | Top Brands

Kantar-10-Most-Chosen-FMCG-Brands-May2014

    Source: Kantar Worldpanel [pdf]

      Notes: Coca-Cola remains the “most-chosen” FMCG brand in the world, chosen more than 5.8 billion times last year. In fact, 44% of households purchased the brand an average of 13.7 times last year; while #2 Colgate had higher penetration among households, it was purchased less frequently. Overall, the top 10 brands remained consistent from last year. Each of the top 5 maintained their rankings.

        Related: North America’s 10 Most Valuable Retail Brands

          About the Data: Kantar defines “Consumer Reach Points” as follows:

          “This measures a brand’s strength in terms of the number of times brands are chosen by shoppers.

          Independent of revenue, it exposes the decisions consumers are making at point-of-sale.

          The Consumer Reach Points of each brand is calculated by multiplying three numbers:

          • 1) How many households bought the brand/universe (% penetration);
          • 2) Population (number of households in the country); and
          • 3) How often: The average number of times they purchased it (frequency).

          The measurement is then weighted by actual population to calculate the brand’s reach. As well as a clear picture of the size of its global footprint, this reveals where the brand has opportunities to grow its penetration and its frequency.

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