BRAND BATTLE: BEST IN SHOW
The winners circle for brandsis a great place to be
In the world of FMCG, there’s a moment — a split second, really — when a shopper's hand hovers between two brands, and they make their choice. That’s the moment we aim to capture with our Brand Footprint ranking. We tally up those Consumer Reach Points, seeing just how many times shoppers reach for a particular brand. In other words, we look at how many times they made a brand choice.
Now, times are hard, and you’d think a tough economic climate could spell trouble for brands. For some, it has, but many have found their footing and learned to dance in the storm. That’s what we call brand resilience, and it's something worth recognising. Even when the chips are down, brands keep surprising us with their ingenuity.
Each year, we set out on a treasure hunt for those surprises. Our teams dug up gems that'll help you navigate to real growth. Among the jewels, we found scrappy up-and-comers, the underdogs that took on the big dogs and came out on top, even in categories folks said were fit to burst. There were also the big dogs demonstrating why they’re at the top of the brand rankings.
Pricing strategies
Empathy and understanding for struggling consumers
Innovation and adaptation
Marketing and advertising
This year, our examination of the market doesn’t stop at brands — we also cast an eye across the various retail channels. We do so as inflation pushes more shoppers into the welcoming arms of discounters and Private Label goods. We are, of course, mindful of what this "unbranding of the world" might mean for both brands and retailers, and we’re diving into those market tensions, too.
For some brands, it’s about winning back wandering hearts. For others, it’s about going all-in on their best bets. To that end, we’ve got a fantastic interview with Shrenik Dasani, Sprite’s Global Senior Director — the top shopper recruiter in the world — showcasing the magic that happens when you play your cards just right.
For some brands, it’s about winning back wandering hearts. For others, it’s about going all-in on their best bets.
And we won’t stop there. We’ll be building on this Brand Footprint report over time, bringing you fresh insights throughout 2023 to equip brands and retailers with as much timely knowledge as possible when they make decisions.
If you’re new to this report, we use the unique and insightful Consumer Reach Point (CRP) metric to gauge brand success. CRP combines population, penetration, and consumer choice, allowing us to see just how often shoppers choose any particular brand. One CRP is one choice.
With this metric, we can rank the most successful brands across markets, giving you both a bird’s-eye view and a detailed look at brand performance in terms of finding new customers. We develop global, regional, and local market rankings, making it a breeze to access the data you need and evaluate your performance against competitors.
Beyond our own Kantar Worldpanel team, I should also extend a big thank you to our partners at GfK who help us deliver such great coverage. And from the United States, we're thrilled to welcome Numerator, a division of Kantar Group, that gives us an extraordinary market read in the US.
Packed with valuable insights and strategic takeaways, Brand Footprint will empower you to fuel your brand's growth. Dive in to discover the top-performing brands and the winning strategies they’ve employed to achieve growth.
But before you read on, let’s first look to the very latest list of brands in our “hall of fame”. We’re proud to introduce the top 50 most chosen global brands in the 2023 Brand Footprint report.
Coca-Cola hits number 1 again, along with a raft of other consumer favourites. One thing to keep in mind is that success is always driven by winning in the biggest markets.
