More global shopping baskets are being filled with big brand names, with 20 of the top 25 brands showing growth in how often they were chosen by consumers. Overall though, local brands had a stronger 2019 than global brands. These are two key findings from Kantar’s 2020 Brand Footprint ranking, a measure of how often brands are chosen across the world.
Global brands saw an increase in Consumer Reach Points (CRPs) of 2% in 2019 compared to zero growth in 2018, but this wasn’t enough to beat out local brands which grew by 3.1%.
Global brands now account for one in three (34.1%) brand choices around the world, while local/regional brands account for two in three (65.9%) of the brands placed in shopping baskets.
Coca-Cola remains the world’s most chosen brand on the planet, picked from the shelves over 6bn times during the year; followed by Colgate in second place (chosen 4bn times) and Maggi in third (3bn times).
The study found that the biggest global brands responded best to the challenge posed by local brands in the past few years, showing their most successful growth rate than in any previous Brand Footprint. 20 of the top 25 (80%) ranked brands achieved growth in 2019, compared to 48% in 2018.
The annual ranking, which focuses on the long term performance of brands, includes a special analysis on how the biggest brands are faring during the current pandemic, with early signs showing that they are winning in relative terms.
Josep Monserrat, global CEO of Kantar’s Worldpanel division, commented: “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.”
Top 10 Most Chosen Brands Globally
| 2019 Rank | Change vs. 2018 | Brand | CRP (m) | CRP Growth | Penetration | Consumer Choice |
| 1 | = | Coca-Cola | 6,094 | 0.4% | 42.1% | 12.3 |
| 2 | = | Colgate | 4,157 | 7% | 59.7% | 5.9 |
| 3 | = | Maggi | 3,117 | 12% | 32.3% | 8.2 |
| 4 | = | Lay’s | 2,608 | 8% | 30.4% | 7.3 |
| 5 | = | Lifebuoy | 2,450 | 8% | 25.0% | 8.3 |
| 6 | = | Pepsi | 2,156 | 2% | 22.8% | 8.0 |
| 7 | 2 | Sunsilk | 1,981 | 8% | 23.3% | 7.2 |
| 8 | -1 | Dove | 1,962 | 5% | 36.8% | 4.5 |
| 9 | 1 | Indomie | 1,907 | 7% | 4.9% | 32.9 |
| 10 | -2 | Nescafé | 1,834 | -2% | 22.6% | 6.9 |
Source: Kantar’s Brand Footprint report
NAM Implications:
- Key for global brands to rationalise, and hopefully, optimise their ranking.
- Meanwhile, local and regional brands have a real opportunity to gain access to and optimise the brands that account for two in three (65.9%) of the brands placed in shopping baskets…
- …thus capitalising on the post lockdown trend to local…
