the world’s most chosen FMCG brand for the second year in Kantar Worldpanel’s Brand Footprint ranking. The brand was chosen 5.8 billion times by global consumers in the last year, 120 million more times than in 2012. This 2% growth came mainly from Central America, Colombia, Germany, Ireland, Mexico, Russia and Thailand.Coca-Cola is the only beverage purchased by more than 40% of consumers worldwide. Its nearest competitor in the ranking of the Most Chosen Beverage Brands in terms of global penetration is Pepsi, which reaches 26% of global shoppers.
The Brand Footprint ranking reveals the brands that are being bought by more people, the most often in 35 countries around the world, across the food, beverage, health and beauty and homecare sectors. The report outlines the winning strategies that most successful global FMCG brands are employing as well as key global consumer and industry trends.
Maggi is the Most Chosen Food Brand
More people around the world choose Maggi than any other global food brand according to Kantar Worldpanel’s Brand Footprint ranking of the Most Chosen Global FMCG Brands.
Manufactured by Nestlé, Maggi’s range of instant soups, stock, sauces, taste enhancers and noodles were chosen more than 2 billion times in the last year, a growth of 4%. Maggi’s newest products have been designed to deliver the taste of home-cooking in a way that meets the needs of cash-rich, time-poor consumers who will pay for convenience.
Virginia Garavaglia, Global Brand Footprint Project Director at Kantar Worldpanel and author of the Brand Footprint report, says: “The brands in the Brand Footprint ranking are masters at making their brands matter, solving functional needs and making life easier while bringing significance to people’s lives beyond mere consumption.
“As more women join the global workforce, populations become urbanised and technology blurs the line between professional and personal, daily life is busier for everyone. Global consumers are finding there’s less time to shop, prepare and cook meals. Maggi succeeds because its products address the consumer cry for convenience and its delivers on the brand promise that it ‘tastes like home-cooking’.”
