We reveal the winning brands in this environment of change. With 10 of the Top 20 brands experiencing growth, learn about the ones that stood out most. Meet the category winners and discover their inspiring stories of success.
There is a decision point in every FMCG purchase; a point at which the shopper decides to buy one brand over another.
The Brand Footprint ranking reveals which brands are winning at that moment of truth. CRPs measure a brand’s strength in terms of the number of times brands are chosen by shoppers.
In 2021 the major winners across Latam were Coca-Cola and Lux. With the former retaining its position as the No. 1 most chosen brand in the region and Lux recording the fastest growth in GRPs. However, among the top five only Coca-Cola and Pepsi grew CRPs in 2021.
While many of the brands in this ranking are global, there are also some local champions, notably Bimbo, which is particularly successful in Mexico and Central America. At No. 6 dairy brand Lala is another regional high-flyer.
Other local success stories in the top 25 include La Moderna, Sadia and Soya.
Lux was the big winner in 2021, boosting CRPs by 14% and moving up nine positions in the ranking. Brands can grow by reaching more consumers and/or increasing purchase frequency. With the exception of Downy and Sprite, all other brands have grown primarily by boosting frequency. In addition, Fanta, Guarana Antarctica and Nestlé have also reached more consumers.
