What is
Brand
Footprint

Understanding Brand Footprint

The Brand Footprint report is Worldpanel by Numerator’s annual ranking of the most chosen Fast-Moving Consumer Goods (FMCG) brands worldwide. It employs a unique metric known as Consumer Reach Points (CRPs) to measure and compare the success of brands across different markets and regions. One CRP represents a single instance of a shopper choosing a brand, integrating data on population, penetration, and consumer choice to provide a holistic view of brand performance.

Brand Definition: Brand Footprint only covers consumer brands; retailers’ own-label brands are not included. Brands listed include all variants, categories and formats that sit within them – for instance Pantene includes all of its shampoo, conditioner, hair treatment, hairspray and hair oil products.

Defining Global Brands: to be considered global a brand must have a presence across at least three continents, and not get more than 90% of total CRPs from one market.

Brand size classification: the size of a brand is quantified using its penetration percentage, which reflects the proportion of households purchasing the brand across the year:

Small Brand: Penetration ≤ 10%
Mid-Size Brand: Penetration between >10% and ≤30%
Large Brand: Penetration >30%

The categories: the complete ranking comprises five global FMCG sectors – Beverages, Food, Dairy, Health & Beauty, and Homecare – tracked by consumer purchase panels. Non-barcoded Fresh Food, Batteries and Pet Food are not included in the global ranking. All data relates to purchases brought into the home to be used or consumed there.

The data period: the Brand Footprint ranking is based on data collected over the 52-week period between November 2023 to the end of October 2024.

The ‘universe’: data is collected from 56 markets covering 84% of global GDP.

Data source: Brand Footprint is a Worldpanel by Numerator initiative.

Thanks to our partnerships we have been able to offer countries outside of the Worldpanel footprint.

Data for the USA was provided by Numerator.

Data for Mainland China was provided in collaboration with CTR.

Data for Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Germany, Hungary, Italy, Netherlands, Poland, Romania, Serbia, Slovakia and Sweden was provided by YouGov.

Data for Japan was provided by Intage.

About this report

There may be small changes in the data reported this year compared to previous editions due to ongoing panel enhancements and data restatements. The overall result is that this year’s ranking is our most accurate reflection of global Consumer Reach Points.

Explore the data
You can access this year’s Brand Footprint data for all markets and sectors online. Learn more about your brand’s global footprint and the most chosen brands in your sector and market.

About Worldpanel by Numerator
Worldpanel by Numerator is a global first-party consumer data company that tracks over 563 billion consumer-brand interactions and 4 million consumption moments each year across more than 65 markets (including partners). Combining verified behavioural and attitudinal data with advanced analytics, we help the world’s leading brands decode how and why people buy — both online and in-store — to drive sustainable growth.

Decoding Shopper Behaviour to Shape Your Brand Future