The categories
The complete ranking comprises five global FMCG sectors – Beverages, Food, Dairy, Beauty and Personal Care, and Homecare – tracked by Kantar’s Worldpanel consumer panels. Fresh Food, Batteries and Pet Food are not included in the global ranking. All data relates to purchases brought into the home to be used or consumed there.
The data period
The Brand Footprint ranking is based on data collected over the 52-week period between November 2019 to the end of October 2020.
Criteria of eligibility for a brand to appear in the Global ranking
Only global brands are analysed to create the global Top 50 Ranking. To be considered as global, a brand must be available in at least two continents. Data collected from Egypt, Ghana, Japan, Kenya, Morocco, Nigeria and UAE is not included in the global ranking, and therefore if a brand is present in any of these markets plus only one other continent it will not be considered global.
Brand Definition
Brand Footprint only covers consumer brands; retailers’ own-label brands are not included. Brands listed include all variants, categories and formats that sit within them – for instance Pantene includes all of its shampoo, conditioner, hair treatment, hairspray and hair oil products. Brands sold under different names in different countries are considered as individual brands – for instance Tide and Ace. However, for brands with a name that has been directly translated into a local language, for example Mr Muscle and Mr Músculo, both are counted as the same brand.
The ‘universe’
The data collected covers 73% of the global population across 54 markets, and 89% of global GDP.
Data source
Brand Footprint is a Kantar initiative.
Thanks to our partnerships we have been able to offer countries outside of the Kantar footprint
Data for Austria, Belgium, Czech Republic, Denmark, Germany, Hungary, Italy, Netherlands, Poland, Romania, Russia, Slovakia and Sweden was provided by GfK
Data for Australia and the USA was provided by IRI
Data for Japan was provided by Intage
Kantar in collaboration with CTR in China
The 2020 rankings include more countries than ever before. One new country, Australia, has been added for our most complete global view ever.
There may also be small changes in the data reported for Czech Republic, Hungary, Indonesia, Malaysia, Poland and Russia due to ongoing panel enhancements and data restatements. We have continued to ensure the brand and category definitions used are identical across countries, and continuously improved our product classification. The overall result is that this year’s ranking is our most comprehensive and accurate reflection of global Consumer Reach Points.
Explore the data
You can access this year’s Brand Footprint data for all markets and sectors online. Learn more about your brand’s global footprint and the most chosen brands in your sector and market.
About Kantar
Kantar is the world’s leading evidence-based insights and consulting company. We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth.
Find out more
If you’d like additional information on Brand Footprint, please get in touch with your usual Kantar contacts or email:
Benjamin Cawthray Global Thought Leadership Director Worldpanel Division benjamin.cawthray@kantar.com
Pedro Costa Operations Project Director Worldpanel Division pedro.costa@kantar.com
