Coca-Cola has retained its position because the world’s most ceaselessly chosen consumer brand for the seventh yr in a row, in response to the most recent Brand Footprint report prepared by Kantar Worldpanel.
The report distinguished 31 FMCG brands, 17 global and 14 local brands from India and China, which were chosen by consumers over a billion times in 2018.
Coca-Cola remained in first place, with consumers selecting the soft drink giant 5.9 billion times. Both Colgate and Maggi retained their places on the rostrum because the world’s most preferred personal care and food brands.
With a penetration rate of 60.5%, Colgate is the brand of alternative for just over half of the world’s population – present in six out of 10 households.
Vim was the fastest-growing Top 50 brand globally, recording a ten percent increase in consumer alternative and securing sixteenth position, seven places higher than last yr, in the worldwide rating. Kinder Ferrero also climbed seven steps up the rankings, reaching 18.5 million households in a single yr.
Brooke Bond, Dettol and Doritos were the opposite brands in the highest five for global penetration growth.
Among the 14 local brands, 12 come from India and the remaining two, Yili and Mengniu, from China. Both Chinese brands reach almost nine out of ten households, with a penetration rate of 90.9% and 90.9% respectively. and 88.1 percent
Biscuit brand Parle is the leading brand in India, followed by dairy cooperative Amul and Unilever’s hair care brand Clinic Plus.
Unilever has marked its presence within the Indian market by listing three brands: Wheel and Surf Excel detergents and Clinic Plus.
The report also shows that local brands grew in 2018, capturing 64.8% of all brand-related consumer selections, in comparison with 35.2% for global brands, a rise of 0.3%.
17 billionaire brands in the worldwide FMCG brand rating:
| Rank | Mark | Households purchasing a minimum of once (percentage penetration) | Choices by consumers (frequency) | Purchasing acts (consumer reach points in thousands and thousands) |
| 1 | Coca cola | 41.90 | 12.3 | 5965 |
| 2 | Colgate | 60.50 | 5.5 | 3872 |
| 3 | Maggie | 31/20 | 7.5 | 2698 |
| 4 | Lifebuoy | 26.30 | 7.5 | 2297 |
| 5 | Lay’s | 29.60 | 6.6 | 2247 |
| 6 | Pepsi | 22.70 | 7.6 | 2001 |
| 7 | Nescafe | 22.70 | 7.5 | 1958 |
| 8 | Pigeon | 37/10 | 4.3 | 1833 |
| 9 | Sunsilk/To/To | 23.50 | 6.7 | 1821 |
| 10 | Indomie | 4.70 | 33.1 | 1782 |
| 11 | Knorr | 27.40 | 5.5 | 1757 |
| 12 | Lux | 30.40 | 4.1 | 1428 |
| 13 | Sunlight | 11.30 | 10.3 | 1355 |
| 14 | Downy | 1:70 p.m | 8.3 | 1316 |
| 15 | Cuddle | 25.00 | 4.5 | 1299 |
| 16 | Strength | 16.70 | 5.4 | 1041 |
| 17 | Leprechaun | 24.80 | 3.6 | 1037 |
Source: Kantar Brand Footprint Report
