Coke came out on top of the latest annual Brand Footprint study from U.K. market research firm Kantar Group, which analyzed and ranked 11,000 global brands, Business Insider reports. Kantar awarded the Coca-Cola Company brand a score of 5.7 million “consumer reach points” (CRP) — a metric that tracks the number of households buying a product and the frequency of those purchases.
Coca-Cola easily beat out its closest competitors: Colgate came in second with 3.9 million CRP, while Nestlé-owned Maggi scored 2.8 million.
10. Tide — owned by P&G. The detergent brand is also known as Alo, Vizir, or Ace in some countries.
Consumer Reach Points: 1.44 million.
9. Dove — owned by Unilever. The toiletries brand has moved up three positions in the rankings since last year’s report.
Consumer Reach Points: 1.46 million.
8. Knorr — owned by Unilever. Knorr’s stock cubes, flavor pots, and powder mixes are popular the world over, but the brand’s ranking has fallen one place since last year’s study.
Consumer Reach Points: 1.65 million.
7. Lay’s — owned by PepsiCo. The brand’s long-running “Do us a flavor” campaign, in which consumers were invited to suggest new ideas for potato-chip flavors, was credited with boosting the brand’s penetration in the US and in the UK.
Consumer Reach Points: 1.75 million.
6. Pepsi — owned by PepsiCo. The drinks brand grew its Consumer Reach Points year-on-year but remained in sixth place.
Consumer Reach Points: 1.98 million.
5. Nescafé — owned by Nestlé. The instant-coffee brand is still massive but has fallen out of favor with some consumers, dropping to fifth place from fourth.
Consumer Reach Points: 2.14 million.
4. Lifebuoy — owned by Unilever. The soap brand’s mission is to change the hygiene behavior of 1 billion consumers across Asia, Africa, and Latin America. Its educational campaigns on handwashing and children’s handwashing have helped it reach 95% of the population of Indonesia and lifted it to become the second-most-chosen brand across Asia.
Consumer Reach Points: 2.34 million.
3. Maggi — owned by Nestlé. Maggi, which produces instant soups, stocks, sauces, and noodles was the world’s most chosen food brand last year.
Consumer Reach Points: 2.76 million.
2. Colgate — Colgate-Palmolive. Colgate is the only brand bought by over half the world’s households, with its combination of hygiene and cosmetic dental products boosting its reach by 3% year-on-year.
Consumer Reach Points: 3.99 million
1. Coca-Cola — the Coca-Cola Company. Coke maintained the top spot for the third straight year, despite losing reach points. The company continues to dominate, but it is struggling to maintain sales growth in developed markets like the US where consumers are opting for healthier drinks.
AP Photo/Wilfredo Lee
Consumer Reach Points: 5.72 million.
And here are the most chosen CPG products in every country Kantar Worldpanel analyzes.