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.

Defining brand categories

Brands are categorised based on their geographical presence:

Local Brands: Present in only one market.
Regional Brands: Available in at least two markets within a single continent.
Global Brands: Have a presence across at least three continents.

Brand size classification

The size of a brand is quantified using its penetration percentage, which reflects the proportion of households purchasing the brand across the year:

Small Brand: Penetration ≤ 10%
Medium Brand: Penetration between >10% and ≤30%
Large Brand: Penetration between >30% and ≤70%
Super Brand: Penetration >70%

This classification helps understand the scale of a brand’s reach.

Additionally, in response to industry feedback, we now group brands that are the same but operate under different names or translations of a name for the global rankings. These brands will count as their own entity in local rankings but will be consolidated for the global rank. For instance, Pepsico’s Lays and Walkers brands, known as Lays in most regions and Walkers in the UK, will be treated as a single brand in the global rankings. This approach ensures a transparent representation of a product’s complete global presence and reach.

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.

Collaboration and data sources

In addition to data from across Kantar’s Worldpanel division, the Brand Footprint report is made possible through collaboration with global partners:

CPS-GfK for additional consumer purchase insights.
Intage in Japan and CTR in China for local market insights.
Numerator provides critical data on the US market.

These partnerships enhance the breadth and accuracy of the data, ensuring a comprehensive global analysis.