WHAT IS BRAND FOOTPRINT?

How do we benchmark the most chosen brands

What is Brand Footprint?

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 using the Consumer Reach Points measure. This measures a brand’s strength in terms of the number of times brands are chosen by shoppers. The Brand Footprint ranking reveals which brands are winning at that moment of truth.

How is Brand Footprint calculated?

The Brand Footprint ranking reveals which brands are winning at that moment of truth, using the Consumer Reach Points (CRP) measure. This measures a brand’s strength in terms of the number of times brands are chosen by shoppers.

Independent of revenue, it exposes the decisions consumers are making at point-of-sale. The Consumer Reach Points of each brand are calculated by multiplying three numbers:

The categories

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 data period

The Brand Footprint ranking is based on data collected over the 52-week period between November 2021 to the end of October 2022.

The ‘universe” – markets and brands covered

We collected the data across 11 markets, including the Asia regional ranking. The markets included in the Asia regional ranking are Bangladesh, Chinese Mainland, India, Indonesia, Malaysia, Philippines, South Korea, Sri Lanka, Taiwan, Thailand and Vietnam, covering 85% of GDP in the region. We analysed the top 100 brands (by market) for each of the five sectors. We cover brands available in at least two local markets for the regional ranking.