Coca-Cola ranks as the “most-chosen” FMCG brand in the world for the fourth consecutive year, chosen roughly 6.3 billion times in the 52-year period between November 2014 and October 2015, according to the latest annual rankings [download page] from Kantar Worldpanel.
In fact, an estimated 45.8% of global households purchased the brand an average of 13.5 times last year; while #2 Colgate had higher penetration among households (67.7%), it was purchased less frequently (6.2 times on average). In fact, Colgate was the only brand bought by a majority of the world’s households, adding 40 million new households to its buyer base, more than any other brand in the top 50.
The top brands are measured by “consumer reach points,” which measure how many households around the world are purchasing a brand (frequency) and how often (frequency).
Overall, 9 of the top 10 brands remained from the 2015 rankings. Dove was the new entrant in this latest report, cracking the top 10 for the second time (#10), chosen 8% more times year-over-year. That was the fastest year-over-year increase on a percentage basis of the top 10, and third-fastest of the top 25 behind Sunsilk (#11; +12%) and Downy (#13; +11%).
The 9,000 local brands studied appear to be gaining on the 5,700 global brands, per the report. Local brands now make up 46.2% of the sales tracked, up from 44.5% a couple of years earlier. Emerging markets – where FMCG sales rose by 6.7% – accounted for 82% of growth in 2015. Of note, although 8 in 10 shopping decisions take place in emerging markets, those living in developed countries spend almost four time more per head in absolute dollars. Nevertheless, by next year emerging markets are expected to account for the majority of global FMCG sales.
In other interesting study results:
- Only 2% of the brands analyzed reach more than 80% of a country’s households;
- Of all the brands that grew CRP last year, 79% of them did so by adding more households to their buyer base;
- The average brand in the top 50 has a global household penetration of just 20.2%;
- Most buyers only buy a brand once, with buyer bases said to be “in constant churn”;
- Of 34 countries highlighted, Coca-Cola was the most-purchased brand in 10;
- Just 1.4% of FMCG sales took place online in the US, with that figure almost 10 times as high in Korea (13.7%).
About the Data: Kantar Worldpanel’s Brand Footprint is based on research covering 74% of the global population; a total of 1 billion households across 39 countries, and 76% of the global GDP. The complete ranking analyses 11,000 brands and 250 billion shopping decisions. Kantar Worldpanel tracks more than 200 FMCG categories around the world across Beverages, Food, Health and Beauty and Home Care. Fresh food, batteries and pet food are excluded from the global ranking, although brands in those categories may appear in local rankings where they are tracked within a specific country.
Only global brands are analyzed to create the Global Top 50 Ranking. To be considered as global, a brand must be available in at least 2 continents. To be considered in a Regional Ranking, a brand should be available in at least 2 countries from that region.
The ranking is based on a metric created by Kantar Worldpanel called Consumer Reach Points, which measures every time a consumer chooses a brand. The data for this year’s ranking was collected over the 52 week period between November 2014 and October 2015. All data relates to purchases that are brought into the home.