The world’s most chosen consumer brand

The world’s most chosen consumer brand

Coca-Cola became the most sought-after brand in the world for 6th year straight.

No matter where you go in the world, you are bound to find a Coca-Cola product.

According to the ‘Kantar Worldpanel’s Brand Footprint 2018’, Coca-Cola is the world’s most chosen consumer brand for the sixth year running, picked from the shelves 5.8bn times in a year.

Details from the study also show Colgate and Maggi both achieve podium positions; Colgate is the only brand chosen by more than half of the global population—with 62% penetration globally; Maggi, on the other hand, is the fastest-growing Top 50 brand with a global presence and 14% growth in Consumer Reach Points (CRPs).

Like Coca-Cola, local brands grow among consumer preferences

Data from the index also proved local brands grew notably during 2017, taking 64.6% of all brand spend, versus global brands’ 35.4% share, with every 0.1% gained worth $500 million.

Global brands remain strong, but face a losing share in the homecare, beauty and personal care categories, taking 47% and 58.4% of global spend per sector respectively.

Kantar Worldpanel’s annual Brand Footprint study is based on research from 73% of the global population—a total of one billion households in 43 countries across five continents and covers 75% of global GDP.

The 2018 study analysed more than 18,000 brands and 1 billion households in the 12 months up to November 2017.


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



About the Author:

Pablo Hernandez
Community Manager and Senior Reporter for CEO Magazine. Write to Pablo at
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