At this point last year, we were beginning to discover how COVID-19 was impacting us and our brand choices. But in this year's Brand Footprint, we can now see the true impact across 2020.
Since Brand Footprint was first published in 2013, we've built up an unrivalled picture of the choices consumers make around the world, dissecting the performance of thousands of brands to help them grow both now and into the future.
Whether you're a global giant or a local player, understanding shopper behaviour has always been essential to driving growth and increasing market share. But following the events of the past 12 months, this is more important than ever.
At this point last year, we were beginning to discover how COVID-19 was impacting us and our brand choices. But in this latest edition, we can now see the true impact across 2020.
We discovered that 29 of the global Top 50 grew—more than any other edition of Brand Footprint. And around the world, 88% of all growing brands attracted more shoppers.
Throughout this report, our exclusive Consumer Reach Point (CRP) measure has enabled us to rank the most successful brands by the number of times shoppers chose them during the previous year.
All the global, regional and local market rankings will be available on our dedicated microsite, which has been updated to make it even easier to access the data you need and review your performance across markets and against competitors.
This year we have increased our scope of analysis, adding Australia to the global rankings. We now review over 23,500 brands in 54 markets—representing 73% of the global population and 89% of gross domestic product (GDP).
My gratitude goes to our partners Europanel, GfK, IRI, Intage and CTR, without whom this ranking would not be possible. Their continued partnership and assistance on Brand Footprint has helped us achieve our most comprehensive global market coverage to date.
I'd also like to thank Pankaj Duhan from Reckitt for participating in a fascinating interview. Dettol is one of three brands that have continuously grown its footprint since we started producing these rankings and – as you will find out – was one of the top performers in 2020.
Brand Footprint is the undisputed guide to an ever-changing, increasingly complex world and FMCG market. It remains your source of inspiration for finding new shoppers and achieving growth.
