Coca-Cola, Colgate and Maggi are top 3 global in penetration

The 2019 ranking podium of Kantar's annual Brand Footprint survey remained unchanged. Coca-Cola is the leader, with more than six billion purchase occasions, followed by Colgate, with four billion, and Maggi, with three billion. This is the eighth time the soft drink brand has been ranked first on the list. The report data maps which brands are being purchased most frequently by consumers around the world. Kantar analyzed 22,900 brands in 52 countries. Last year, consumers made 424 billion brand choices, with 40 brands taken off the shelves more than 1 billion times each. Five of them made their debuts in this group: Brooke Bond, Head & Shoulders, Kinder, Heinz and Oreo. Also according to the study, 20 of the top 25 brands recorded growth in the frequency of purchase, which local brands stood out. While global ones increased their penetration points by 2% compared to 2018, equivalent to 28 million buyers, locations rose 3.1%, or 43.4 million. Each penetration gain of 0.1% equals 1.4 million buyers. Only 46% of brands recorded advances in penetration points, against 47% in 2018; 49% in 2017; and 52% in 2016. Health and beauty, dairy products, food and beverages were the categories that were most strengthened. "Our study shows that innovation that resonates and adapts to the new needs of local buyers, combined with increased investment in emerging markets, will continue to be significant levers of future success," says Luis Simões, chief strategy officer of Kantar's Worldpanel division.