Coca-Cola Still the Most Chosen FMCG Brand in The World

Coca-Cola has maintained its position as the world’s most-chosen Fast Moving Consumer Good (FMCG) brand for the seventh year in 2018, according to the seventh edition of Kantar’s Brand Footprint report.

The report, which measures how often consumers choose an item from a particular brand, Coca-Cola’s products were picked from the shelves 5.97 billion times last year, reaching more than 40 percent of households around the world.

Almost everyone has heard of Coca-Cola, and you would be surprised to find somebody who was unable to recognize the iconic white lettering against the bright red background of this global brand.

Various sources cite Coca-Cola as a billion-dollar brand and that is not surprising when one considers it was rated by Interbrand as one of the most valuable brands in 2017, based on a brand value amounting to 69.73 billion U.S. dollars.

Colgate and Maggi both achieved podium positions as the world’s most chosen personal care and food brands.

Read Also: Only 17 Fast Moving Consumer Goods Reach at Least 1 Billion People Globally and Coca-Cola Leads

Colgate was ranked second in the list of FMCGs and is the only brand chosen by more than half of the global population, with 60.5 percent penetration globally and having been picked 3.87 billion times from shelves.

Maggi has continued its strong performance seeing how consumers choice raised up to 7.5 percent and cementing its spot as the 3^rd most chosen brand in the world, with 2.7 billion purchases.

Pepsi, the brand supposed to be in competition with Coca-Cola was ranked sixth with a household penetration of 22.7 percent compared to Coca-Cola’s 41.9 percent.

Pepsi recorded 2 billion purchases which were more than 60 percent fewer sales made compared to Coca-Cola’s 5.97 billion purchases.

Indomie, a popular instant noodles brand in Kenya was ranked tenth among the most chosen brands worldwide with a household penetration of 4.7 percent and 1.78 billion purchases.

Josep Montserrat, CEO Worldpanel Division, Kantar, explained: “Global FMCG brands have great opportunities to grow by considering local markets specificities and by adapting their offer to local consumers’ choices, preferences, and purchasing behavior. Those brands who can respond to challenge with agility will continue achieving growth.”