What is Brand Footprint
Brand Footprint is Worldpanel by Numerator’s annual ranking of the most chosen FMCG brands across the world. It uses Consumer Reach Points (CRPs) to measure how often brands are picked and how widely they’re bought — a composite of population, penetration, and frequency. The 2025 edition covers shopper behaviour in the 52 weeks to the end of October 2024.
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.
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%
Mid-Size Brand: Penetration between 10% and 30%
Large Brand: Penetration >30%
The categories: the complete ranking comprises five 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 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 2023 to the end of October 2024.
