LONDON: Coca-Cola, Colgate and Nescafé are the world's "most chosen" FMCG brands, with emerging markets playing a crucial role in enhancing their reach, according to Kantar Worldpanel.
The firm's "Brand Footprint" rankings listed the "most chosen" FMCG brands across 32 countries, and are based on a new metric, Consumer Reach Points, which measure a brand's strength based on how many shoppers are buying it, and how often.
Coca-Cola, the soft drinks brand, came out on top, combining a high penetration of 43.9% with the highest global frequency of purchase (15 times per year on average), meaning that it is chosen a total of 5.3bn times a year worldwide.
Its overall position was bolstered by strong growth in emerging markets, which boosted its total Consumer Reach Points by 230m, or 7%. In these territories, it now reaches 37% of households and is purchased an average of 16 times per year.
Other brands that were driven by significant growth in emerging markets included Colgate, the oral care expert (with 2.8bn Consumer Reach Points in these regions), Dove, skincare products (598m Consumer Reach Points in these regions), Maggi soups and seasonings (1.4bn), Nescafé coffee (1.9bn), and Pepsi's soft drinks (935m).
The remaining brands in the top ten were Lifebuoy, the soap, Pantene, the haircare product, Knorr, soup and seasonings, and Lay's, the snack food.
Kantar Worldpanel noted that all the brands in the ranking had a consistent brand offer across the globe and had shown an ability to respond to local needs.
Colgate, the one brand to reach more than half the world's population, was cited as a good example of this trend. In India, it achieves 86% penetration, compared to 65% globally, due to its excellent urban and rural availability, and offering smaller pack sizes.
Kantar Worldpanel also observed that brands had plenty of room to recruit more shoppers in new geographies and segments, and on new purchase occasions.
Virginia Garavaglia, marketing director in Asia for Kantar Worldpanel, cautioned that while emerging markets were important for growth, these had also been responsible for the decline of brands that had lost Consumer Reach Points.
"Ultimately, global brands must keep up with evolving tastes and attitudes," she said. "This includes understanding a region's history, re-defining quality, marketing to shoppers' requirements to buy more essentials and identifying a niche."
Data sourced from Kantar Worldpanel; additional content by Warc staff