Blog: Dean BestNestle's Maggi the food brand bought most often, says Kantar Worldpanel

Dean Best | 2 May 2013

Nestle's Maggi is the food brand purchased most regularly around the world, according to a new survey from industry analysts Kantar Worldpanel.

The number-crunchers at the firm have developed data that they claim show the "brand footprint" of the world's largest FMCG brands.

The list, published today (2 May), gives a brand's "consumer reach points", which Kantar Worldpanel says measures for the first time how many households around the world are buying a brand (its penetration) and how often (the number of times shoppers acquire the brand).

Kantar Worldpanel analysed data from 32 markets and the numbers led to Coca-Cola (a little unsurprisingly) coming out on top. The analysts said Coke had a penetration of almost 44% of households and was bought by homes 15 times a year on average. The scores combined meant it was chosen (and had achieved consumer reach points) 5.3bn times.

The top five places were made up by drinks (Nescafe and Pepsi) and personal care brands (Colgate toothpaste and Lifebuoy soap). Incidentally, Colgate was second but had the highest penetration score, meaning its reach is wider than that of Coke.

Maggi was sixth on the list, chosen 1.58bn times a year. Unilever's Knorr was the next highest food brand at eight, with households purchasing the brand 1.29bn times a year. PepsiCo's Lay's brand was in at nine. Some 1.14bn households put that brand in their baskets a year.

Kantar Worldpanel CEO Josep Montserrat said: "Now brands demand more in-depth analysis of their current basket reach compared to their competitors and opportunities for growth around the world. Consumer Reach Points reveals which brands are already achieving global success and provides insight that will help other FMCG brands with international ambitions to set global targets more accurately and improve their global business growth."

In the coming days, we will run a full-length interview with Kantar Worldpanel in which it explains why it developed the data, what the survey can offer FMCG companies and why certain brands scored highly.


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