Coca-Cola stays the world’s most chosen brand for the ninth consecutive 12 months, chosen 6.5 billion times worldwide throughout the 12 months, up 4% year-on-year based on food-to-go sales.
However, out-of-home sales fell 20% year-on-year as most major economies experienced lockdowns amid the pandemic, giving a unique picture to their overall performance.
As online grocery shopping accelerated throughout the pandemic, Coca-Cola increased e-commerce sales by 50% and was chosen 59 million times online. Colgate, Lifebuoy, Maggi and Lay’s round out the highest five most incessantly chosen brands, and Lifebuoy’s 15% increase raises it over three billion times and moves it to third place from fifth within the rating, pushing Maggi and Lay’s one place down.
Dettol was the fastest-growing brand of the 12 months, growing 39%, meaning it was chosen almost 1.4 billion times and ranked sixteenth within the Brand Footprint 2020 rankings from twenty seventh in 2019.
Their growth, greater than doubling in 2019 and 4 times the typical growth over the past decade, was driven by increased penetration – one in 4 households selected Dettol throughout the 12 months in comparison with one in five in 2019, with a rise of 10% in purchase frequency.
Hygienic and “convenient” food brands benefited essentially the most from the pandemic. In addition to Dettol’s increase in household share, Lifebuoy, Vim and Palmolive also increased in penetration rates. In the “convenience” food category, more households selected Maggi, Oreo, Heinz, Lay’s and Barilla in 2020 in comparison with 2019.
The increase was achieved despite shoppers reducing the variety of trips to stores, as average travel expenses increased by 11%. As a result, consumers have expanded their shopping decisions, with almost two-thirds (64%) of the highest 50 brands finding additional customers in 2020.
Other arrangements include:
- India and the US accounted for 55% of the expansion of the highest 50 brands in 2020
- The percentage of growing brands, medium and huge, increased from 50% to 54%
- Global brands’ share of total sales declined across regions; within the US decreased to 63.3% (-0.4% in comparison with 2019), while the share of local brands increased to 36.7%
- The Top 50 Brands rankings have remained largely consistent, with 44 of the 50 brands appearing in each of the last five years.
The pandemic has accelerated the shift to online grocery shopping, with online grocery sales increasing by 45.5%. As a result, customers turned to the most important brands on the Internet. The five most incessantly chosen brands online are Coca-Cola, Heinz, Nescafé, Colgate and Lay’s. L’Oréal Paris was essentially the most successful online, with 17% of its sales occurring online; The 35% growth online partially offsets the decline offline.
Source: Kantar Brand Footprint 2021
