BRAND FOOTPRINT 2025
Winning the 50:50 Game
Since its launch in 2013, we've built the most comprehensive picture of consumer choice available anywhere, now covering more than 30,000 brands across 56 countries. The depth and breadth of this data is incomparable. It enables us to celebrate...
Winning the 50:50 game
The Global Top 50
Masters of the 50:50 game
Predictions for the remainder of the year
What is Brand Footprint
Find out more
Since its launch in 2013, we've built the most comprehensive picture of consumer choice available anywhere, now covering more than 30,000 brands across 56 countries. The depth and breadth of this data is incomparable. It enables us to celebrate the brands that reach more of the world’s shoppers, more often, than any other.
But not only that: tracking global brand performance over time has allowed us to surface unique, fundamental truths about the reality of the FMCG industry.
In this year’s Brand Footprint report, we focus on the 50:50 game.
Year-after-year we’ve found that around half of the world’s FMCG brands are in growth, with the other half in decline. Mathematically speaking, this means that any given brand faces a 50% chance of increasing its footprint and a 50% chance of losing reach.
The most successful brands have learnt to systematically shift these probabilities in their favour. In these pages, we explain what separates the winners from the rest: they understand that growth isn't a matter of chance, it's a strategic discipline.
And the primary engine of this growth? Indisputably, penetration. Over the past 13 years, 88% of growing brands have increased their shopper base. But it’s not just about knowing the fundamentals, it’s about applying them. Brand Footprint reveals which brands have achieved the biggest penetration-led growth, and how they’ve done it.
Of course, we also share the highlights from this year’s Top 50 most chosen global brands, and put the standout names and big winners in the spotlight.
Detergent brand OMO climbed two places to claim the no. 2 spot. Pond’s, Haribo, and Pringles – with the snack brand entering the global Top 50 for the first time – are among the fastest risers, while Nescafé, Minute Maid and Sprite have all excelled in expanding their global footprint. And we should give due credit to the brand that has remained steadfast at no.1 since the ranking’s inception: Coca-Cola. This is a truly remarkable achievement.
Welcome to Brand Footprint 2025, where we decode the mathematics of the 50:50 game and show you how to win it.
At the heart of Brand Footprint lies our unique Consumer Reach Points (CRP) metric, which measures every instance a shopper chooses a brand. It combines two critical dimensions: how many households choose it (penetration) and how often they choose it (frequency). We do this calculation for every brand in every market. This results in a CRP score that represents the size of the brand’s global footprint.
The extensive scope of Brand Footprint is only made possible thanks to our invaluable partners: Europanel and CTR. Their collaboration enables us to capture the true global landscape of brand performance with unmatched depth and precision.
