The world’s most chosen consumer brand

The world’s most chosen consumer brand

Coca-Cola is the most sought-after brand in the world for 6th year straight after being picked from the shelves 5.8bn times in 2017.

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:

Héctor Hernández
Senior executive and business consultant currently serving as National Director of retail sales for On The Rocks Premium Cocktails.
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