UNMASKING THE MONARCHS OF THE MARKETPLACE: FMCG’S FINEST
Kantar’s brand rankings :
FMCG
Food
Beverages
Dairy and Dairy substitutesHealth and Beauty
Homecare
Unravelling the secrets of consumers' shopping baskets, Kantar's annual Brand Footprint ranking provides a detailed snapshot of Fast-Moving Consumer Goods (FMCG) buying patterns. This unique, in-depth analysis of consumer behaviour illuminates the crucial moment of purchase, presenting a world of opportunities for brands to expand their footprints and resonate more deeply with consumers.
The Brand Footprint ranking is more than just a list of successful brands. It provides a comprehensive overview of global and local consumer behaviour, highlighting the brands that truly excel at the point of purchase - the critical decision point where the consumer opts for one brand over another.
Anchored by rigorous analysis, the Brand Footprint rankings unlock a treasure trove of strategic intelligence for brands, marketers, and retailers alike. It allows brands to assess their competitive positioning, identify growth opportunities, and make informed decisions that will help them win at the moment of truth, when shoppers are choosing between one brand and another.
But how exactly do we determine these top brands? The answer lies in the innovative metric known as Consumer Reach Points (CRPs). Unlike traditional methods, CRPs offer a robust measurement of a brand's strength based on how frequently shoppers choose them. To calculate CRPs, we take into account three key factors:
Penetration: How many households around the world are buying the brand?
Population: What is the size of the population where the brand is sold?
Consumer choice: How often is the brand chosen by these households?
Carried out annually across the globe, Kantar's Brand Footprint ranking is an essential tool for FMCG companies aiming to understand the ever-changing consumer landscape and navigate their path to growth. It is not merely a study; it is a journey towards achieving enhanced consumer reach and greater market influence.
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These factors are multiplied together and then adjusted in relation to the actual population to generate the brand's reach. This calculation doesn't just provide a clear picture of the size of a brand's global footprint, but it also lays bare the opportunities that exist for brands to extend their penetration and frequency
