Brand
Footprint
2026
The world’s most chosen FMCG brands: the 2026 ranking
14th edition | 58 markets | 1.44 billion households
The 2025 ranking in four lines: the shopper became the editor, and most of the big names kept their place on the page
The global picture
Five reasons a brand earned its place in 2025
Category Clash: The risers, the fallers, and the wildcards
Worldpanel's Global Insights
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Brand Footprint 2026
Across the 26,618 brands we track in 58 markets, 53% added Consumer Reach Points in 2025, the number of times a household chose them. Among the global Top 50 the share was 66%, and large global brands grew 83% of the time against 48% for small ones. Scale was a shelter, or at least an umbrella.
Against the restated 2024 ranking, not one brand entered or left the Top 50, and 20 held their exact rank. Coca-Cola stays first and slips 1.4%; Omo adds 414 million choices and holds second, Dettol climbs five places on 15.5% growth, and Oikos rises 29 places into the Top 100 on the protein wave.
If the cost of living shows up anywhere, it is in frequency, not desertion. Doritos, Cheetos and Ruffles reached more households and were bought 7 to 9% less often; Coca-Cola held its households and lost 2.7% of its trips. The cocoa, coffee, butter and orange juice shocks of 2024 appear to have been paid for at the checkout in 2025, brand by brand.
Dettol, Close-Up and the protein brands grew on frequency as well as reach, Sensodyne on new households; Omo (Surf Excel in India), Radiant and Indomie won on value that performs; local champions from Parle to Warburtons hold between a quarter and nearly a half of every regional Top 50. Asia was the engine, Latin America the brake, Europe the flat road between.
MacroLens2025 was the year inflation came down and prices did not. World inflation eased to 4.2% from 5.8%, yet food prices rose 4.3% on the FAO index. Cocoa, coffee and orange juice set records within the year. A tenth of the world is now over 65, more than the under fives for the first time, and 11% of American adults take a GLP-1. The next slide sets out the eight numbers that packed the basket.
MacroLens: eight numbers from 2025, and what each one meant on the shelf
World inflation in 2025, down from 5.8% in 2024Relief in the rate, not in the price level: three years of increases stayed in every basket.
FAO food price index, 2025 vs 2024; dairy +13%, vegetable oils +17%Food kept climbing even as headline inflation eased, so the weekly shop stayed the sharpest reminder.
Cocoa futures, January to August 2025, after a record above $12,000 a tonneTen of the fifteen chocolate brands in the global ranking were bought less often. The bill probably arrived a year after the shock.
Arabica coffee above $4 for the first time, February 2025; US retail coffee +22%Coffee at home became a considered purchase. Instant and filter brands grew; some premium roasts fell.
2025 among the three warmest years on record; 2015 to 2025 the eleven warmestThe shocks began in the field: failed cocoa harvests, a dry Brazil, hurricane-hit orange groves.
For the first time, more people aged 65 and over than under five (10.5% of the world)Nappy brands declined in every region; oral care, hygiene and protein grew, probably helped by an older, health-minded buyer.
of US adults take a GLP-1 for weight loss, up from 3% in 2024; 6.3% of British households now include a userSnack and chocolate brands were mostly bought less often; protein went the other way.
Beer volumes across 21 leading markets in 2025; alcohol-free beer +8%Moderation is now a mainstream choice: most big beer brands in the ranking fell, Heineken the exception.
Measuring real decisions at the till
One Consumer Reach Point is one occasion on which a household chose a brand: what was bought, not what was said. Twelve months to October 2025 against the year before, restated on the same 58 markets; retailer own label excluded.
• Entry: at least 1 point of penetration in a market (previously 0.4).• Global brand: chosen in three or more regions, no single market above 90% of its choices; 353 qualify.• Size bands: Super above 50% penetration, Large 25 to 50%, Medium 10 to 25%, Small below 10%.• Out of scope: retailer own label, non-barcoded fresh food, batteries, pet food.
2024 is restated on this year’s 58 markets and rules, so growth compares like with like and will not match the figures published in Brand Footprint 2025
This edition covers 58 markets, against 56 in the 2025 edition, and the 2024 base is rebuilt on the same 58. A brand now needs at least 1 point of penetration in a market to count there, against 0.4 before.
Brands are now sized in four penetration bands: Super above 50%, Large 25 to 50%, Medium 10 to 25% and Small below 10%. The 2025 edition used three, with Large above 30% and Small 10% or below. Penetration itself is measured as before, across every household in the panel.
Coca-Cola’s 2024 rises from 8,297m choices as published to 8,913m, so its 2025 is a 1.4% fall rather than a 6% rise. Sunsilk’s falls from 2,438m to 1,919m, so its 1,874m is a 2.3% fall rather than a 23% fall. Earlier editions restated the base year the same way when the country scope changed.
Same fifty, new order: on the restated 2024, the same fifty brands make up the Top 50 in both years. That is the comparison behind every “no entries, no exits” in this report, and every growth rate and rank movement is measured on the same basis.
