Colgate and Dove are among the top ten global brands according to a ranking released by research firm Kantar Worldpanel.
Kantar’s 2015 Brand Footprint ranks fast-moving consumer goods (FMCG) brands according to how many households around the world are buying a brand (penetration) and how often (frequency).
The Brand Footprint is based on research from 63 percent of the global population: a total of 956 million households across 35 countries, and 68 percent of the global GDP. The complete ranking analyzes 11,000 brands and 250 billion shopping decisions
Coca-Cola ranked top, followed by Colgate, which in second place reigns as the most chosen health and beauty brand by consumers worldwide. Colgate was the only brand included in the list bought by more than half of global households.
Gaining 19 million new shoppers in 2014, penetration was at the heart of Colgate’s success, showing positive growth in every region across the world. Indian shoppers contribute to at least half of its new buyers, with the brand entering 86% of households in the country.
Unilever’s Dove made its first entry into the Top 10 at number nine, adding 14 million new shoppers to its worldwide consumer base. Kantar attributed Dove’s success to its “crusading” campaign for real beauty, said to be connecting with consumers emotionally and encouraging purchase across the world.
Josep Montserrat, Global CEO of Kantar Worldpanel, commented, “Brand Footprint is the most comprehensive study on FMCG brands across the globe, providing key findings for driving growth and success.
“This year, we reveal that growing FMCG brands follow one simple rule, growth is about penetration: retaining and increasing the number of shoppers choosing the brand.
“To enable even better understanding of brand growth, this year’s report includes more expert commentary than ever. You will hear from global and regional marketing chief officers about their growth strategies. There is an increased focus, too, on future trends by Kantar Worldpanel specialists.”