At Kantar, we believe that in order to grow brands need to be chosen more often and by more people. Now in its seventh year, Brand Footprint is our global study of which brands shoppers are choosing to buy, and why. The metric used for Brand Footprint is called Consumer Reach Points (CRP) and is calculated by looking a penetration and frequency in combination with the number of households in the country. Consumer Reach Points is the most comprehensive measure available of how many times a brand is chosen from retailers’ shelves.