Top 50 brands 2022 Kantar Worldpanel Brand Footprint spotlights Colgate, Lifebuoy, Dove and Sunsilk

This 12 months’s report – a particular version to mark ten years of Brand Footprint – additionally named Colgate, Dove, Sunsilk and Nivea as ‘Brands of the Decade’ as a result of their robust progress over the previous ten years.Top 50 FMCG model rankings on the earth​(*50*) 12 months, worldwide shopper data specialist Kantar releases its Brand Footprint report underneath its Worldpanel division, rating the highest 50 most chosen fast-moving-consumer-goods (FMCG) brands on the earth, with class and regional breakdowns.In this 12 months’s 2022 report*​, the image was one in all resilience and rebound for the sweetness sector, now firmly on the highway to post-COVID restoration, whereas hygiene-focused private care brands skilled a slowdown. Both magnificence and private care brands featured strongly within the prime 50 listing, with 4 securing a spot within the prime ten most chosen brands globally: Colgate (no.2); Lifebuoy (no.4); Dove (no.9); and Sunsilk (no.10).Within magnificence and private care, Colgate maintained its prime spot for an additional 12 months as probably the most chosen model on the earth – it’s bought by extra buyers than every other FMCG model and is the one model with international penetration of over 50%. The subsequent 9 most-chosen magnificence and private care brands globally have been: Lifebuoy, Dove, Sunsilk, Lux, Head & Shoulders, Pepsodent, Close-Up, Nivea and Palmolive.With on-line now accounting for over 7% of FMCG purchases in worth phrases and much more within the magnificence sector, protection of name efficiency by way of this channel supplied some fascinating insights. Colgate was the most-chosen magnificence and private care model on-line (no.5 in the complete FMCG listing), with L’Oréal Paris (no.6) and Dove (no.9) additionally making it into the highest 10. L’Oréal was singled out for main the best way in rising its on-line CRPs (shopper attain factors) threefold since 2015 to 21 million in 2021. A giant contributor was L’Oréal’s efficiency in China, the place it has loved success with digital try-ons, stated the report.*​The 2022 report rankings have been calculated model penetration [number of households reached] and shopper 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]. Data was compiled from 52 international locations, representing 87% of world Gross Domestic Product (GDP), from the 52-week interval ending October 2021.A story of two sectors​Speaking to CosmeticsDesign-Europe, Benjamin Cawthray, international thought management director of Kantar’s Worldpanel division, stated the rankings mirrored “two contrasting tales in magnificence and private care”. ​“Before COVID, the sweetness sector was the quickest rising a part of the FMCG business. But then masks went on, lockdowns got here in, and the most effective performing sector immediately discovered itself struggling within the face of individuals going out much less usually and utilizing fewer merchandise,” ​he stated.Cawthray stated that happily the sweetness sector was now on the highway to restoration, with a visual rebound happening in 2021 throughout all classes (cosmetics, face & physique skincare and hair care). He stated this was most obvious within the face care class, which fell by 4% in 2020 then grew by 4% in 2021. Personal care, however, benefitted from COVID owing to an elevated concentrate on hygiene, with Dettol and Lifebuoy experiencing “astronomical progress”​ in 2020, defined Cawthray. He stated each sub-categories subsequently noticed a major slowdown in 2021, though they nonetheless remained forward of the place they have been in 2019 by way of shopper attain.Regardless of sector, the brands that carried out and maintained their positions within the rankings have been those who grew the variety of buyers they’ve, in keeping with Cawthray.“Brands have quite a lot of levers they will pull to seek out extra buyers, from growing their presence, focusing on non-buyers, to enjoying in additional classes or establishing new wants,”​ he stated.Brands of the Decade: Colgate, Dove, Sunsilk and Nivea4 brands which have constantly attracted extra buyers during the last ten years are Colgate, Dove, Sunsilk and Nivea – all 4 have been named Brands of the Decade on this particular version report.“Over the last decade all of them elevated their shopper base by way of a combination of innovation, celeb endorsements and having an important understanding of their shoppers,” ​Cawthray famous.Notably Dove has managed ten years of steady progress – a feat solely matched by one different model within the international prime 50. The report’s authors stated Dove had achieved this by way of “innovation, robust purpose-driven communication, class extensions and renovations”.​“Time and once more, the model has actively seemed to shatter magnificence stereotypes and go towards poisonous magnificence requirements,” ​the authors wrote.Colgate was named ‘quickest rising oral model of the last decade’; in 2021, 708 million buyers purchased a Colgate merchandise – a rise of over 70 million buyers in a decade.Sunsilk, in the meantime, was profiled because the ‘quickest rising hair care model’ on the idea that it has achieved on common 5% CRP progress yearly for the previous ten years.The report emphasised that successful within the aggressive and fragmented hair care class was “no straightforward job”​, stating: “To turn into the quickest progress model of the last decade in such a aggressive class, Sunsilk has demonstrated spectacular consistency of purchaser progress to construct actual model momentum.”​Nivea is now the twenty ninth most chosen FMCG model globally and probably the most chosen well being and magnificence model in Europe. Prior to the pandemic, it had skilled eight years of consecutive progress, incomes it the title of ‘quickest rising pores and skin moisturising model’ on this 12 months’s report.While Nivea is greatest recognized for its pores and skin moisturising merchandise, its progress through the years has come from its complete portfolio, with deodorants, physique wash and solar care changing into key elements within the model’s success.Ones to look at​Among the established brands, Cawthray stated it might be fascinating to see how Dove and Nivea carried out within the subsequent 12 months.“Will Dove be capable to develop for an eleventh straight 12 months and will Nivea be capable to return to progress having grown for eight years in a row however having suffered as a result of COVID? The information actually signifies it’s transferring in the suitable course,”​ he stated.“L’Oréal Paris too is an fascinating one given its energy on-line, significantly within the Chinese mainland, and with this channel rising even quicker for magnificence and private care than for the remainder of FMCG,”​ he added.Outside of those three, Cawthray predicted that one in all today a neighborhood big from India or China might make an actual impression globally.“Dabur, from India, for instance, grew at 20% in 2021 and performs throughout a number of classes – predominantly oral care and hair care – and is legendary domestically for its pure merchandise,”​ he stated.

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