There is a decision point in every FMCG purchase; a point at which the shopper decides to buy one brand instead of another. Brand Footprint is an annual ranking revealing which brands are winning at that moment of truth, 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 data used to calculate the Brands of the Decade is from 10 years of Brand Footprint rankings.
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. Brands sold under different names in different countries are considered as individual brands – for instance Tide and Ace. However, for brands with a name that has been directly translated into a local language, for example Mr Muscle and Mr Músculo, both are counted as the same brand.
Only global brands are analysed to create the global Top 50 Ranking. To be considered as global, a brand must be available in at least two continents and above 1% Penetration. Data collected from Egypt, Japan, Kenya, Morocco, Nigeria and UAE is not included in the global ranking, and therefore if a brand is present in any of these markets plus only one other continent it will not be considered global.
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.
Brand Footprint is a Kantar initiative.
Thanks to our partnerships we have been able to offer countries outside of the Kantar footprint
Data for Austria, Belgium, Czech Republic, Denmark, Germany, Hungary, Italy, Netherlands, Poland, Romania, Russia, Slovakia and Sweden was provided by GfK
Data for the USA was provided by IRI
Data for Japan was provided by Intage
Kantar in collaboration with CTR in China
Explore the data
You can access this year’s Brand Footprint data for all markets and sectors online. Learn more about your brand’s global footprint and the most chosen brands in your sector and market.
About Kantar
Kantar is the world’s leading marketing data and analytics company. We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, and our innovative analytics and technology, we help our clients understand people and inspire growth.
Find out more
If you’d like additional information, please get in touch with your usual Kantar contacts or email:
Benjamin Cawthray Global Thought Leadership Director Worldpanel Division benjamin.cawthray@kantar.com
