Kantar Worldpanel, a leading global research and insight group, has released its annual brand footprint report, highlighting the performance of various brands in the FMCG (fast-moving consumer goods) industry. According to the report, Coca-Cola retains its position as the world’s most popular brand, followed by Colgate and Maggi. The study reveals that brand growth in the FMCG sector is primarily driven by acquiring new customers rather than retaining existing ones. Brands such as Sprite, Sunsilk, Nescafé, Lay’s, Oreo, Dove, Head & Shoulders, Lux, and Ariel have successfully attracted new shoppers through various strategies such as product and market expansion, targeted marketing campaigns, and the release of new product variants. Additionally, smaller brands, including Deliciously Ella, Hemani Herbals, and Ricola, are experiencing growth by offering innovative products that align with consumer values such as health and sustainability. The report also highlights the increasing popularity of discounters, with Aldi and Lidl leading the channel’s growth.

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