China Insights

2018 Global Brand Footprint Report

Jason Yu

Greater China General Manager

Brands 24.05.2018 / 13:13

CRP 2 col

Chinese brands dominate the Top 10 most chosen brands list again. Nongfu Spring posts fastest growth and enters the Top 10 for the first time.

Kantar Worldpanel has launched 2018 Global Brand Footprint report recently, which looks at which brands are being bought by the most consumers the most often. In the past one year, 17 global FMCG brands were chosen by consumers more than 1 billion times across all markets, including Yili (伊利) and Mengniu (蒙牛) from China. Coca-Cola retains its title as the world’s most chosen brand and is picked from the shelves 5.8 billion times in a year.

Kantar Worldpanel’s annual Brand Footprint study is based on research from 73% of the global population; a total of 1 billion households in 43 countries across five continents—covering 75% of the global GDP. As part of the study, Kantar Worldpanel tracks more than 18,000 brands across beverages, food, dairy, health and beauty and homecare. Consumer Reach Points (CRPs) form the basis of the ranking. An innovative metric that measures how many households around the world are buying a brand (penetration) and how often (consumer choice), it provides a true representation of shopper choice.

The latest China ranking has revealed that Chinese brands dominated the Top 10 most chosen brands’ list. Yili continues to top the list and managed to grow its Consumer Reach Points (CRPs) by 6% to hit 1.21 billion times, Mengniu and Master Kong (康师傅) maintained 2nd and 3rd rank.

Top 10 Most Chosen Brands in China by Brand Footprint

EN 2018 Brand Footprint Top 10

Nongfu Spring (农夫山泉) expanded its consumer reach thanks to the continuously investing in their new products with re-launches of its “flavoured vitamin water” and “Tea Pai” beverage products, which helped the brand to reach more young consumers. Now it made the list of the Top 10 brands for the first time with 335 million consumer reach points last year.  In 2017, 55.3% of urban families in China bought the brand for 3.5 times on average.

The Brand Footprint ranking shows that most of the growing brands enlarged their shopper base. In 2017, China FMCG market recovered and with it many of the leading brands struck back. The Brand Footprint ranking shows that a growth strategy based on winning new consumers is more effective than one that aims to enhance loyalty or purchase frequency. With further integration of online and offline channels, brands will have to build an omni-channel strategy to attract new consumers.

Brands on the rise

Among the 50 most chosen brands in China, Nongfu Spring was rising the fastest (+34%). The list of the top 10 fastest rising brands changed significantly. C&S (洁柔), Yakult (养乐多) and Yili all elbowed into the list for the first time. Sanquan (三全) and Synear (思念) also re-entered the top 10 list. Thanks to its product line expansion and large pack size strategy, C&S not only joined the Top 50 club for the first time, but also the Top 10 fastest rising brands for first time as well. Sanquan saw its consumer reach increase by 9%, thanks to its extensive product lines and campaigns highlighting the pleasure of cooking.

Top 10 Fastest Rising FMCG Brands in China By Brand Footprint (among Top 50 brands)

EN 2018 Brand Footprint Top 10 Risers 

Global Highlights

* Coca-Cola remains the world’s most chosen brand—for the sixth year running

* Colgate is the second most chosen brand in the ranking and is the only brand chosen by more than half of the global population—with 62% penetration globally

* Maggi is the fastest-growing Top 50 brand with a global presence—with 14% growth in Consumer Reach Points (CRPs)

* Local brands continued to steal share in 2017, taking 64.6% of all brand spend, versus global brands’ 35.4% share with every 0.1% gained now worth US$500 million

To access the full global, regional, country and sector rankings and a complete index of the brands included in the Global Top 50, please visit

Source: Kantar Worldpanel

Editor's notes

* Methodology and scope

This year’s ranking analysed more than 18,000 brands and 1 billion households in 43 markets across five continents, in the 12 months to November 2017. 

* To reach the author, or to know more information, data and analysis of FMCG market in China and other parts of the world, please contact us.

* Please subscribe to our newsletter to receive news alerts.



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