What is Brand Footprint?

Millions of consumer choices every day

Brand Footprint reveals the brand choices that millions of consumers around the globe make every day: In total, we are talking about 460 billion choices of FMCG brands made globally in 2023 – an increase of +1.7% compared to 2022. In Europe, the number of choices of consumer brands amounted to 71 billion. The ranking is based on data collected over the 52-week period between November 2022 to the end of October 2023. Retailer own-label brands are not included.

The unique report has tracked FMCG brand performance for twelve years now and is all about that moment of truth when it comes down to the final choice. It covers five FMCG categories, which are beverages, dairy and dairy substitutes, food, personal care & beauty, and homecare, tracked by consumer purchase panels, and includes brand purchases across all relevant channels, including online and hard discount. All data relates to purchases brought into the home to be used or consumed there. The ranking does not include non-barcoded fresh food, batteries and pet food.

Brand success at the moment of truth:
Consumer Reach Points explained

The key metric of this annual report is the Consumer Reach Point (CRP). CRP combines population, penetration,
and consumer choice. One CRP is one choice, revealing a brand’s strength based on number of times it is chosen
by shoppers.

CRP – one metric to measure global success

Reach of most chosen brands - global vs regional vs local

This metric provides the framework for a consistent ranking of the most chosen brands across markets, on a global, regional, and local scale, ensuring easy access to specific data, thus helping to evaluate a brands’ performance in individual markets and to compare to competitors.

To be recognized as a global brand, a brand must be available in at least three continents with a penetration above 1%. Regional brands (e.g. 'European')
are those present in at least two countries of one continent and local brands are those with a presence in only one country. For the first time, this years’ report also includes Bulgaria, Croatia, and Serbia, while Russia has again been excluded, due to market conditions.

The glass is half-full: the zero-sum game of global brand growth

For over a decade, we have partnered with CPS GfK to uncover the dynamics behind the world's most chosen brands. Tracking billions of Consumer Reach Points – the ultimate measure of a brand's performance at the moment of truth – has given us great insight into levers for growth. In a world of choice, households actually make 29 brand choices every month. But brands have had to show incredible resilience over the past years, with discounters and private labels gaining ground as the economy stumbles, especially in Europe. Globally, brand growth rates are slightly more positive than in Europe: it's a 50/50 division of growing and declining brands.”

Virginia Garavaglia, Global Head of Marketing, Worldpanel Division Kantar Worldpanel

“Though there are many pathways to success, the common pattern that marks growing brands is that they all gain shoppers: 86% of winning brands do so with growing penetration. Recruiting shoppers should be a constant mantra. A European brand that has done particularly well in expanding its global footprint is Red Bull, adding 0.5% global penetration to reach 9.6% of households across the planet. The combination of Formula-1 success fueling brand experience and seasonal innovations have given both the brand and the category tailwind.”

The 5 most chosen brands on the planet 2023

Source: Worldpanel Division, Kantar, Numerator, CPS GfK, Intage, Brand Footprint 2024

Click here to access the Global Brand Footprint Report.