The world’s most popular brand

Kantar’s Worldpanel’s Brand Footprint 2024 report reveals the world’s most loved brands and provides a comprehensive overview of how global shopper behavior will change in 2023. With global FMCG inflation halving from 8.4% in 2022 to 4% in 2023, shoppers are beginning to combine deals and premium purchases as a coping strategy in 2022. Brand FootprintKantar’s analysis of consumer behaviour in 62 markets representing 76% of the world’s population and 86% of global GDP shows that average grocery spending per household globally has surpassed $1,000 for the first time ever, nearly 60% higher than it spent a decade earlier in 2013.

Key insights from the 12th edition of the study include:

• Coca-Cola was the world’s most purchased brand for the 12th consecutive year. Penetration, or the percentage of households that purchased the brand, increased by 2.6%. Consumers purchased the brand almost 8.3 billion times.
• Red Bull was the fastest growing FMCG brand, with purchases up 17.8% (1.43 billion), driven by new shoppers in markets including Brazil, mainland China, France, Germany and the US.
• Sunsilk is the most successful brand globally in winning new shoppers, with more than 26 million new households set to purchase the brand by 2023.
• Average per-consumer spending by FMCG brands increased 8.6% to $1,052 as grocery prices rose an average of 4% year-over-year, offset by increased at-home snacking and a shift to premium spending by consumers to offset the impact of coping strategies.
• This shows that consumers have included snacks and high-end brand products in their shopping lists, with the average spending per item increasing by 6.7%.
• North American shoppers spent the most on packaged FMCG goods, averaging $3,063 per household, while Bangladeshi consumers spent the least, averaging less than $159.
• The spending mix of global brands, local brands and private label grocery continued to evolve. Spending on private label goods increased by 0.5% to 22.7%. Despite the decline in unit sales, global brands retained 30% of spending due to price increases and premiumization.
• “Comparison shopping” continues to be a coping strategy as shopping trips increase by 2.4%. “Discount grocers” increased their share of shopper spending by 10.3% to reach a global share of 16% (24.5% in Western Europe).

this Brand Footprint The study, which analysed 460 billion brand choices made by shoppers last year, with an average of 29 brand decisions made each month, reveals significant headwinds facing FMCG brands. Global brands accounted for 30% of sales for all FMCG purchases in 2023, unchanged from 2022. Local and regional brands accounted for 47% of purchases, while private label sales grew 0.5 percentage points to 22.7%.

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Discount retailers achieved 10.5% year-on-year value growth globally and accounted for 16% of all grocery spending, compared to 9.6% in 2021. Globally, 61% of households are extremely or very concerned about rising grocery costs. As a result, while 64% of global brands are growing in value, only half of FMCG brands are growing in consumer choice – the number of times consumers pick them up from the shelf.

The world’s most popular brand

It is worth mentioning that the top five most popular brands in the world are Coca-Cola, Colgate, Maggi, OMO and Knorr. Coca-Cola has consolidated its position as the world’s most popular brand with an astonishing 8.3 billion consumer reach points (CRP). At the same time, Colgate has set a benchmark for global penetration and is the only consumer brand purchased by more than half of the world’s population, with a penetration rate of 55.9%.

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Red Bull, which ranked low, became the most outstanding brand this year. Red Bull’s CRP increased by 17.8%, and its ranking rose by 4 places to 20th, which is a testament to its growing appeal and strategic market strategies such as new product development. Red Bull is purchased in 9.6% of households worldwide and has been purchased 1.4 billion times on the shelf.

Caffeine promotes growth

Analysis of FMCG categories attracting new shoppers shows that more shoppers are buying caffeinated beverages. Instant coffee saw a 1.5% year-on-year increase in penetration (30.2 million shoppers), sports and energy drinks saw a 1.2% increase, or 24.3 million shoppers, and carbonated soft drinks saw a 1.1% increase, equivalent to 31.7 million new shoppers.

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“The Brand Footprint 2024 ranking reveals how successful brands are attracting more shoppers in an environment of lower costs and rising share of own-label brands. Simply put, they find a way to differentiate themselves. This happens when brands build powerful functional and emotional connections that make them psychologically available, physically unavoidable and seamlessly integrated into all consumer touchpoints. The brands profiled in the report deserve praise for achieving this, while household spending pressures remain a stubborn undercurrent in the global economy,” concluded Guillaume Bacuvier, CEO of Kantar Worldpanel.

download Kantar Brand Footprint 2024 covers the world’s most popular FMCG brands, and watch In the launch webinar, we will analyze the report’s findings and the winners and challengers in this dynamic landscape.

About Brand Footprint:

The Brand Footprint report is an annual ranking of the world’s most popular fast-moving consumer goods (FMCG) brands by Kantar’s Worldpanel division. The report uses a unique metric, Consumer Reach Points (CRPs), to measure and compare brand success across markets and regions. A CRP represents an instance in which a shopper chooses a brand, integrating data such as demographics, penetration and consumer choice to provide a holistic view of brand performance. 2024 is the 12th edition.

Interested in learning how we can help your brand be chosen more often?

Lend a helping hand Vanessa HallBusiness Growth Partners, South Africa, a division of Worldpanel, Kantar.

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