News Release
Colgate bought by over half of the world’s
households
Kantar Worldpanel’s annual Brand Footprint report launches today,
revealing the most chosen and fastest-growing FMCG brands across the
world

Coca-Cola remains the number one brand for the third year running despite losing reach points

Unilever’s Dove rises into global Top 10 most chosen brands for the first time

Three of the Top 10 fastest-growing brands are PepsiCo’s Lays, Doritos and Cheetos

P&G’s Downy remains fastest riser for second year running

Lifebouy has the strongest CRP growth within the top ten, coupled with a 12% spend increase

Brand extension, global ambition and social purpose among key success factors
Consumer Reach Points (CRPs) form the basis of the ranking, each representing how many times a
brand was chosen by consumers over the course of one year.
EMBARGO 14th May 2015 – London, UK – Colgate is the only brand bought by over half of the
world’s households, according to Kantar Worldpanel’s Brand Footprint report, an annual study of
the 50 Most Chosen Global FMCG Brands.
Brand Footprint is set apart from other brand rankings by providing information on real
consumer behaviour rather than attitude. Consumer Reach Points (CRPs) form the basis of the
ranking. An innovative metric that measures how many households around the world are buying
a brand (penetration) and how often (frequency), it provides a true representation of shopper
choice.
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.
Colgate reigns as the most chosen health and beauty brand by consumers worldwide, growing its
CRPs by 3%.
Rising stars
P&G’s fabric softener brand Downy is the ranking’s top riser for the second year running,
growing its CRPs by 23% pushing it four places higher to number 14. It joins Vim, Sunsilk, Doritos
and Yakult, in the world’s Top 5 fastest growing brands by CRP.
Dove made its first entry into the Top 10 at number nine, adding 14 million new shoppers to its
worldwide consumer base and growing its CRPs by 6%.
Brands to watch include Dettol, Oral-B and Pringles, all growing fast and knocking on the door of
the Top 50, increasing their CRPs by 11%, 9% and 7% respectively. Dettol rose five positions in the
global ranking to 57th most chosen brand, while Oral-B and Pringles made their debut in the Top
70 at 67th and 68th place respectively.
How they did it
This year’s Global Ranking reveals that half of the 11,000 brands analysed are growing their CRPs.
Of these, 75% can attribute their success to growing their shopper base (increasing penetration).
This is the one defining characteristic among all growing FMCG brands.
While all of the Top 10 brands achieve over 20% penetration, two thirds of all FMCG brands are
below this figure. With Colgate being the only brand bought by more than half of global
households, this means every brand has plenty of headroom for growth.
Each growing brand is demonstrating a healthy appetite to explore new markets and adapt their
brands to meet the needs of local cultures. Those with a social or community function have
performed well, none more so than Dove, whose crusading campaign for real beauty is
connecting with consumers emotionally and encouraging purchase across the world.
Josep Montserrat, Global CEO of Kantar Worldpanel, says:
“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.”
The Top 10 global FMCG brands revealed by Kantar Worldpanel’s Brand Footprint study are:
The Top 10 risers revealed by Kantar Worldpanel’s Brand Footprint study are:
In its third year, Kantar Worldpanel’s Brand Footprint ranking reveals the brands that are being
bought by the most people, the most often, in 35 countries around the world, across the food,
beverage, health and beauty and homecare sectors. The report outlines the winning strategies
that the most successful global FMCG brands are employing as well as the key global consumer
and industry trends.
ENDS
NOTES TO EDITORS:
To access the full global, regional, country and sector rankings and a complete index of the
brands included in the Global Top 50, please visit www.brandfootprint-ranking.com
Brand Footprint Methodology
Kantar Worldpanel’s Brand Footprint is based on research from 63% of the global population; a
total of 956 million households across 35 countries, and 68% of the global GDP. The complete
ranking analyses 11,000 brands and 250 billion shopping decisions. Kantar Worldpanel tracks 200
FMCG categories around the world across the beverages, food, health and beauty, homecare,
alcoholic drinks, confectionery and nappies sectors.
The ranking is based on an innovative 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 October 2013 and October 2014. All data
relates to purchases that are brought into the home
About Kantar Worldpanel
Kantar Worldpanel is the world leader in consumer knowledge and insights based on continuous
consumer panels. Its High Definition Inspiration™ approach combines market monitoring,
advanced analytics and tailored market research solutions. With over 60 years’ experience, a
team of 3,000, and services covering more than 50 countries Kantar Worldpanel’s expertise in
measuring, explaining and advising on shopper and consumer behaviour has become the market
currency for brand owners, retailers, market analysts and government organisations globally. For
further information, please visit us at www.kantarworldpanel.com and follow us on Twitter
https://twitter.com/K_Worldpanel #BrandFootprint
For further information please contact:
Isabel Napier Wilson, Global PR Consultancy for Kantar Worldpanel
Eulogy
Tel: +44 (0)203 077 2000 Mobile: +44(0)783 472 9686
Email: [email protected]
Or
Susannah Rowland, Senior Media and Communications Manager, Kantar Worldpanel
Tel: +44 (0) 208 697 1663 Mobile: +44 (0) 7764 272 293
Email: [email protected]