What is Brand Footprint?

Discover how the ranking works

Understanding Brand Footprint

Knowing who buys your brand and where is a critical part of the success equation for brand growth. At Worldpanel by Numerator we globally track more than 563 billion consumer-brand interactions and 4 billion consumption moments each year across more than 65 markets (including partners).

In Latin America we cover 15 markets and 90 percent of the population. That’s nearly 6,000 brands, making this year’s Brand Footprint our most comprehensive coverage of the Fast-Moving Consumer Goods (FMCG) economy ever. It’s a precision look at why and where people chose brands.

The goal is to help brands decode how and why people buy – both online and in-store – to drive sustainable growth and spot market opportunities.

The Brand Footprint report employs an unique metric known as Consumer Reach Points (CRPs) to measure and compare the success of brands across different markets and regions.
Each 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.

Key definitions

Brand Definition:

Brand Footprint only covers consumer brands; retailer 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.

Defining Global, Regional and Local Brands:

To be considered global a brand must have a presence across at least three continents and not get more than 90% of total CRPs from one market. To be a regional brand, a brand must have apresence in at least two markets in one continent while a local brand will be present in one market.

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%
Super Brand: Penetration >70%

The categories:

The ranking comprises five key FMCG sectors – Beverages, Food, Dairy, Health & Beauty, and Homecare. 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 2025 Brand Footprint ranking is based on data collected over the 52-week period between November 2023 to the end of October 2024.