WHAT IS BRAND FOOTPRINT
The complete ranking comprises five global FMCG sectors – Beverages, Food, Dairy, Health & Beauty, and Homecare – tracked by consumer purchase panels. Non-barcoded 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 Brand Footprint ranking is based on data collected over the 52-week period between November 2021 to the end of October 2022.
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 and above 1% Penetration. Data collected from Ghana, South Africa, Egypt, Japan, Kenya, Morocco, Nigeria and UAE is not included in the global ranking. Therefore if a brand is present in any of these markets plus only one other continent it will not be considered global. Due to market conditions, we have excluded Russia from this year's report.
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 or Lay's and Walkers. 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 data is collected from 53 markets covering 87% of global GDP.
Brand Footprint is a Kantar’s Worldpanel Division initiative.
Thanks to our partnerships we have been able to offer countries outside of the Kantar footprint.
Kantar in collaboration with Kantar Worldpanel / CTR in China.
Data for the US was provided by Numerator.
Data for Austria, Belgium, Czech Republic, Denmark, Germany, Hungary, Italy, Netherlands, Poland, Romania, Slovakia, and Sweden was provided by GfK.
Data for Japan was provided by Intage.
About this report
There may be small changes in the data reported for Colombia, France, Spain, Japan, South Korea, Saudi Arabia, US, Egypt, Romania, and the Philippines 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 accurate reflection of global Consumer Reach Points.
About Kantar
We believe in the power of brand; to create value and fuel sustainable growth by better connecting with consumers. To help brands unlock that power, we start with people – what shapes their attitudes, behaviour and aspirations – everywhere.
From brand strategy to sales performance, we blend a unique combination of expertise, analytics, products and platforms to create the most meaningful insights on how people think and act.
Whether for targeted action or big strategic leaps forward, we reveal the indispensable insights and advice you need to connect with your consumers, to create value for your business, to shape your brand.
If you’d like additional information on Brand Footprint, please get in touch with your usual Worldpanel contacts or email:
Pedro CostaOperations Project DirectorWorldpanel Division, Kantarpedro.costa@kantar.com
Virginia GaravagliaGlobal Head of MarketingWorldpanel Division, Kantarvirginia.garavaglia@kantar.com