What is
Brand Footprint?

Understanding
Brand Footprint

The Brand Footprint report is Kantar’s Worldpanel annual ranking of the most chosen Fast-Moving Consumer Goods (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 consumer choice to provide a holistic view of brand performance.

CRP metric:
A deep dive

The CRP metric is a cornerstone of the Brand Footprint methodology. It combines:

Population: The scale of the market where the brand is available.
Penetration: The percentage of households that purchase the brand.
Consumer Choice: The frequency of the brand being chosen by consumers.

These factors together enable the Brand Footprint ranking to reflect consumers' preferences for a brand in the 2023 calendar year.