Competitor Intelligence: Coca Cola is the world’s most popular FMCG brand, Warburtons the most popular UK FMCG brand

May 5, 2013
Profitero
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Kantar Worldpanel has revealed that Coca Coca is the strongest global FMCG brand, whilst Warburtons is the most popular UK brand. The beverages drink manufacturer leads the first ever ranking of the most popular FMCG brands – those brands bought by the most consumers, most often. The Kantar Worldpanel Brand Footprint ranking shows that Coca Cola is chosen 5.3 billion times a year, whilst Warburtons is bought on average 23 times a year in the UK.

Kantar Worldpanel’s Brand Footprint Ranking reveals the strength of brands in 32 countries across food, beverage, health and beauty and homecare. The ranking is based on a new metric called Consumer Reach Points which measures for the first time how many households around the world are buying a brand (penetration) and how often (frequency).

The calculation of penetration and frequency will help FMCG manufacturers to clearly understand their global reach in terms of actual basket reach and provides a vital guide on which regions present the biggest opportunities. Using this calculation, Kantar was able to show that Coca Cola has a high penetration of 44% and the highest global frequency of purchase (15 times per year on average) to put it at the top of the ranking.

The bread brand Warburton was chosen an average of 23 times a year, by 84% of the population, to put it at the top of the UK ranking. According to Kantar, the brand’s success is driven by its clear local strategy and a British heritage that resonates with consumers who are increasingly loyal to brands they know and trust in today’s challenging economic climate.

Commenting on the report’s findings, Tim Kidd, Managing Director of Kantar Worldpanel UK, Ireland and USA, said: “The branded market is more competitive than ever before and consumers are trading down to manage tighter budgets, often turning to low-label products. Brands need to understand what is important to consumers and find new ways of connecting with cash-strapped shoppers who want certainty, quality and value.”

Other key findings from the report include:

  • Thirteen billionaire brands: thirteen global brands are chosen by consumers more than one billion times a year: Coca Cola, Colgate, Nescafe, Pepsi, Lifebuoy, Maggi, Pantene, Knorr, Lay’s, Dove, Lux, Palmolive and Tide
  • Emerging markets drive 98% growth for the growing brands in the Top 50
  • Globalisation is on the rise: consumers often don’t differentiate between local and global brands

Click here to view the complete Global Brand Footprint Ranking.

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