Coca-cola reatained its position as the world’s most chosen consumer brand for the seventh consecutive year in the latest Brand Footprint report from Kantar Worldpanel.
The report identifies 31 FMCG brands, 17 global and 14 local brands from India and China, that have been chosen by consumers over 1 billion times in 2018.
Coca-cola remained in the pole position with consumers picking the soft drinks giant 5.9 billion times. Colgate and Maggi both retained their podium positions, being also the world’s most chosen personal care and food brands in the process.
With a penetration rate of 60.5 percent, Colgate is only brand chosen by more than half of the global population – being present in six out of 10 households.
Vim was the fastest-growing Top 50 global brand, with 10 prcent growth in consumers’ choice and securing 16th position, seven places up from last year, in the global ranking. Ferrero’s Kinder also climbed seven steps up the rank winning 18.5 million households in one year.
Brooke Bond, Dettol and Doritos were the other brands which make up the Top 5 largest global penetration gains.
Among the 14 local brands, 12 are from India and rest two, Yili and Mengniu, from China. Both Chinese brands reach almost nine out of ten households, with a penetration rate of 90.9 percent and 88.1 percent respectively.
Biscuit brand Parle is the top brand in India, followed by dairy cooperative Amul and Unilever’s hair-care brand Clinic Plus.
Unilever has been able to make its presence felt in Indian market with three brands, detergent brands Wheel and Surf Excel along with Clinic Plus, in the list.
The report also reveals that local brands grew in 2018, taking 64.8 percent of all brand consumer choices, versus global brands’ 35.2 percent share, a gain of 0.3 percent share.
The 17 billionaire brands in the global FMCG brands ranking:
| Rank | Brand | Households buying at least once (penetration in %) | Choices by consumer (frequency) | Purchase acts (consumer reach points in million) |
| 1 | Coca-Cola | 41.90 | 12.3 | 5965 |
| 2 | Colgate | 60.50 | 5.5 | 3872 |
| 3 | Maggi | 31.20 | 7.5 | 2698 |
| 4 | Lifebuoy | 26.30 | 7.5 | 2297 |
| 5 | Lay’s | 29.60 | 6.6 | 2247 |
| 6 | Pepsi | 22.70 | 7.6 | 2001 |
| 7 | Nescafé | 22.70 | 7.5 | 1958 |
| 8 | Dove | 37.10 | 4.3 | 1833 |
| 9 | Sunsilk/Sedal/Seda | 23.50 | 6.7 | 1821 |
| 10 | Indomie | 4.70 | 33.1 | 1782 |
| 11 | Knorr | 27.40 | 5.5 | 1757 |
| 12 | Lux | 30.40 | 4.1 | 1428 |
| 13 | Sunlight | 11.30 | 10.3 | 1355 |
| 14 | Downy | 13.70 | 8.3 | 1316 |
| 15 | Nestlé | 25.00 | 4.5 | 1299 |
| 16 | Vim | 16.70 | 5.4 | 1041 |
| 17 | Sprite | 24.80 | 3.6 | 1037 |
Source: Kantar’s Brand Footprint report
