The worldwide rankings – based mostly on information from the 52-week interval ending October 2020 – partly adopted tendencies seen in last year’s 2020 Brand Footprint that tracked 2019 data, however this time hygiene-led manufacturers stole the present.
Prime 50 FMCG model rankings on the planet
Annually, worldwide client data specialist Kantar releases its Model Footprint report below its Worldpanel division, rating the highest 50 most chosen fast-moving client items (FMCG) manufacturers on the planet, with class and regional breakdowns.
On this yr’s 2021 report*, magnificence and private care manufacturers featured strongly within the high 50 record, with 15 complete, 4 of which made it into the highest ten: Colgate (no.2); Lifebuoy (no.3); Dove (no.4); and Sunsilk (no.9).
Inside magnificence and private care, Colgate held its high spot because the most-chosen model on the planet for one more yr. The following 9 most-chosen magnificence and private care manufacturers globally had been: Lifebuoy, Dove, Sunsilk, Lux, Dettol, Head & Shoulders, Pepsodent, Nivea and Rexona.
The Prime 10 magnificence and private care rankings in Europe remained unchanged from final yr, with Nivea ranked the most-chosen model, adopted by Colgate, Dove, Garnier, At all times, Gillette, Rexona, Oral-B, Palmolive and Schwarzkopf.
*The 2021 report rankings had been calculated model penetration [number of households reached] and client attain factors [number of brand choices made globally based on number of households in a country, percentage of households purchasing a brand, and number of brand interactions across categories in a year combined]. Information was compiled from 52 international locations, representing 74% of the world inhabitants and 85% of world Gross Home Product (GDP), and spanned 22,900 manufacturers in complete.
‘Very spectacular’ hygiene hike – Lifebuoy and Dettol ‘fastest-growing manufacturers’ on the planet
Benjamin Cawthray, international thought management director at Kantar Worldpanel, mentioned this yr’s report confirmed some clear pockets of progress, notably hygiene, inside the magnificence and private care class that was in any other case largely flat. Lifebuoy and Dettol, for instance, had been the 2 fastest-growing manufacturers throughout your entire FMCG class within the analysis interval.
“Dettol does play in house care as effectively, however lots of their model decisions had been from the well being and sweetness facet,” Cawthray informed CosmeticsDesign-Europe.
“And the opposite fastest-growing model was Lifebuoy. One grew sooner in proportion phrases however in precise phrases, they grew at the same fee. It’s very spectacular progress, and Lifebuoy – inside the high 50 – moved from fifth place to 3rd place. It doesn’t sound like a lot however the actions within the high ten are very restricted,” he mentioned.
Lifebuoy was now chosen by greater than 23 billion customers worldwide and final yr reached extra consumers than it had ever carried out earlier than, he mentioned, largely pushed by a robust uptick in Asia-Pacific, India and Bangladesh extra particularly.
‘Outstanding’ efficiency from Dove regardless of well being and sweetness downturn
“…Apart from the likes of Lifebuoy, Dettol and Safeguard, what we’d usually classify because the beauty-type manufacturers didn’t do as effectively,” Cawthray mentioned.
Magnificence and private care remained flat as a class this yr, declining -0.1%; a stark distinction when in comparison with 11.4% progress for meals; 10.3% progress for dairy; 9.8% progress for house care; and eight.6% progr