Coca-Cola remains the world’s most chosen brand - Kantar Worldpanel

Coca-Cola is the world’s most chosen brand, picked from the shelves 5.8 bn times in a year. Colgate and Maggi both achieve podium positions, being also the world’s most chosen personal care and food brands. Colgate is the only brand chosen by more than half of the global population—with 62% penetration globally ( Penetration: % of global population buying the brand at least once ). Maggi is the fastest-growing Top 50 brand with a global presence—with 14% growth in Consumer Reach Points (CRPs) ( Consumer Reach Points (CRPs) form the basis of the ranking. A metric that measures how many households around the world are buying a brand (penetration) and how often (consumer choice), it provides a true representation of shopper choice) , which has helped the brand to rise one position to become third in the ranking this year.

 

Six out of the 17 brands chosen more than one billion times in a year are owned by Unilever, which leads the manufacturers ranking with 36 bn CRPs per year. Unilever’s portfolio includes Lifebuoy in 4th position and Sunsilk and Knorr among the Top 10. Dove, Lux and Sunlight are also Unilever’s brands in the billionaire club. Two Pepsico brands, Lay’s and Pepsi, jointly with Nescafé and Indomie – Indofood’s very successful brand in Asia and Africa – made the remaining positions in the Top 10. Nestlé, P&G’s Downy, Palmolive and Sprite are the other brands that join this year the exclusive club of global brands chosen by consumers more than one billion times annually.

 

 

Rank	Brand	Penetration (%)	Consumer choice (choices by shopper)	Consumer reach points (m)
1	Coca-Cola	41.3%	12.7	5817
2	Colgate	61.6%	5.7	3886
3	Maggi	30.4%	7.4	2489
4	Lifebuoy	27.5%	7.8	2375
5	Lay’s	29.1%	6.4	2073
6	Pepsi	22.7%	7.8	1971
7	Nescafé	22.3%	7.9	1955
8	Indomie	4.7%	34.9	1817
9	Sunsilk/Sedal/Seda	23.8%	6.8	1799
10	Knorr	27.1%	5.8	1748
11	Dove	36.8%	4.3	1748
12	Lux	32.6%	4.2	1526
13	Nestlé	28.5%	4.5	1439
14	Sunlight	11.4%	10.4	1322
15	Downy	14.2%	8.2	1290
16	Palmolive	16.2%	6.1	1105
17	Sprite	24.8%	3.8	1040

Source: Kantar Worldpanel’s Brand Footprint Report

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