Kantar’s latest FMCG product ranking lists the ten best-selling lines based on total sales in 2020. This is based on value sales in Britain for the 52 weeks up to 27 December 2020. It refers to take-home grocery sales and does not include products bought and consumed out of the home. Products must be widely available brands and considered genuinely new to make the ranking and not simply be a rebrand or new variant of an existing product. Analysis by our Expert Solutions team tracks individual household purchasing before, during and after buying the innovation, enabling us to calculate the proportion of sales that are incremental to both the manufacturer portfolio and the category.