Coca-Cola remains the most chosen FMCG brand in the world for the 7th year running.
Fast-Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG) are products that are sold quickly and at a relatively low cost, and the industry is dominated by a handful of top players.
According to Kantar’s 2019 Brand Footprint report, which measure how often consumers choose an item from a particular brand, Coca-Cola’s products were picked from the shelves 5.97 billion times last year, reaching more than 40% of households around the world; Colgate (3.87), Maggi (2.70), and Lifebuoy (2.30) follow the 130+ year-old soda company.
The brand measure is based on consumer reach points, a metric that measures how many households around the world are buying a brand and how often, providing a good representation of global shopper choice.
According to the 2019 edition of Kantar’s Brand Footprint report, there are 17 global fast-moving consumer goods (FMCG) brands that are chosen by consumers more than one billion times a year, and 14 local FMCG brands that are in this exclusive ‘billionaire club’.
Among other key findings, the report noted that 17 global brands were chosen from the shelves over one billion times in 2018 and are part of a ‘billionaire club’ along with 14 local brands from China and India. Local brands, on the other hand, saw an increase in the number of times they are chosen by consumers with its share rising to 64.8% versus global brands’ 35.2%.
©Kantar World Panel