What is Brand Footprint
What is it?
The Brand Footprint report is Kantar´s Worldpanel annual ranking of the most chosen FMCG brands worldwide.
It employs a unique metric known as Consumer Reach Points (CRP) to measure and compare the success of brands across different markets and regions. One CRP represents a single instance of a shopper choosing a brand, integrating data on population, penetration, and frequency to provide a holistic view of brand performance.
Every strategy, campaign, and marketing investment converge at a pivotal moment — the shopper’s final choice. Our rankings distinctly capture this moment of truth, confirming the ultimate expression of shopper conversion.
What is ‘global’?
What is ‘regional’, ‘Sub-regional’ and ‘local’?
Some brands are present in a number of local markets under different names. We have combined these in the 2024 edition of Brand Footprint, to provide a better understanding of the brand on both global and regional levels.
In the global and regional editions of Brand Footprint reports, we combine the CRPs of brands with different “local brand names” under their “global brand names.” In the local rankings, the brands are listed based on their local names.
Here are some examples:
