Coca-Cola became the most sought-after brand in the world for 6th year straight.
No matter where you go in the world, you are bound to find a Coca-Cola product.
According to the ‘Kantar Worldpanel’s Brand Footprint 2018’, Coca-Cola is the world’s most chosen consumer brand for the sixth year running, picked from the shelves 5.8bn times in a year.
Details from the study also show Colgate and Maggi both achieve podium positions; Colgate is the only brand chosen by more than half of the global population—with 62% penetration globally; Maggi, on the other hand, is the fastest-growing Top 50 brand with a global presence and 14% growth in Consumer Reach Points (CRPs).
Like Coca-Cola, local brands grow among consumer preferences
Data from the index also proved local brands grew notably during 2017, taking 64.6% of all brand spend, versus global brands’ 35.4% share, with every 0.1% gained worth $500 million.
Global brands remain strong, but face a losing share in the homecare, beauty and personal care categories, taking 47% and 58.4% of global spend per sector respectively.
Kantar Worldpanel’s annual Brand Footprint study is based on research from 73% of the global population—a total of one billion households in 43 countries across five continents and covers 75% of global GDP.
The 2018 study analysed more than 18,000 brands and 1 billion households in the 12 months up to November 2017.
|Brand||Penetration (%)||Consumer choice (choices by shopper)||Consumer reach points (m)|