Colgate is the only brand bought by over half of the world’s households, according to Kantar Worldpanel’s Brand Footprint report, an annual study of the 50 Most Chosen Global FMCG Brands. Brand Footprint is set apart from other brand rankings by providing information on real consumer behaviour rather than attitude. Consumer Reach Points (CRPs) form the basis of the ranking. An innovative metric that measures how many households around the world are buying a brand (penetration) and how often (frequency), it provides a true representation of shopper choice. Gaining 19 million new shoppers in 2014, penetration was at the heart of Colgate’s success, showing positive growth in every region across the world. Indian shoppers contribute to at least half of its new buyers, with the brand entering 86% of households in the country. Colgate reigns as the most chosen health and beauty brand by consumers worldwide, growing its CRPs by 3%.
