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FACTBOX: Which global brands do consumers buy most?

Friday, May 03, 2013 - 02:03

May 3 - A survey by Kantar Worldpanel reveals which global brands are most frequently bought by consumers. There are thirteen global brands chosen by consumers more than a billion times a year, including Pepsi, Nescafé and Dove. But which brand is the world's most chosen?

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FACTBOX: NO REPORTER NARRATION How many brands do people choose more than a billion times a year? A new survey says 13 -- some surprising and some less so. Coca-cola, Colgate & Nescafé top the list -- but Lifebuoy, Maggi and Lux are more unlikely suspects. (SOUNDBITE)(English) EDWARD GARNER, DIRECTOR OF COMMUNICATIONS AT KANTAR WORLDPANEL SAYING: "It's the number of times a consumer actually physically decides to buy a product and put out money for it and it's a combination of two things that marketers are very familiar with which is penetration - proportion of a population which buys something and the number of times they buy it in a year so if you like it's breadth and depth in combination." It's not just the brands that are surprising -- emerging markets drive 98% of growth. Coca-cola is chosen 5.3 billion times a year -- that's 15 times a year per person on average. Colgate reaches more than half the world's population -- 65%. (SOUNDBITE)(English) EDWARD GARNER, DIRECTOR OF COMMUNICATIONS AT KANTAR WORLDPANEL SAYING: "More importantly I think for people when they start to drill down they can benchmark against countries and competitors and markets and see potential for growth because in fact in terms of growth on the size of the study there's only one of the global products which comes above 50 per cent global penetration and that happens to be Colgate. But even a huge product like Coca Cola would have global potential for expansion by getting larger numbers of consumers in certain parts of the world, notably India." And you don't have to be big in the U.S. or Europe -- Japanese cooking seasoning brand Ajinomoto comes in at 19 despite reaching no households in either.

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FACTBOX: Which global brands do consumers buy most?

Friday, May 03, 2013 - 02:03