The extensive analysis of FMCG brands measures which brands are being bought by the most consumers, most often, around the world. It examines around 1bn households and 300bn shopper decisions across 39 countries.
Unilever’s brands include Knorr, Dove, Lux, and Sunlight, all of which feature in the top 20, with Lifebuoy, the world's leading health soap, at number 3. Unilever’s Brooke Bond Tea is a new addition to the top 50. Sunlight features as the top Homecare brand, with Dove adding the most consumers to its portfolio reaching 14 million new households.
Keith Weed, Unilever Chief Marketing and Communications Officer, said: “Increasingly we see that people want to buy from companies and brands that not only have great products at the right price, but also fit with their values.”
“Our experience is that brands whose purpose and products respond to that demand are delivering stronger and faster growth. Our business is investment-led, innovation-led and sustainability-led. We will continue to invest in our brands to drive their growth, popularity and consumer benefits whilst ensuring they are contributing positively to society and the environment.”
Consumers are increasingly attracted to brands with a sense of purpose. Unilever has announced that its most sustainable brands are growing over 50% faster than the rest of the business and delivered more than 60% of the company’s growth in 2016.
In addition, in this Kantar study, more than two thirds of the brands included in the top 50 were the Unilever Sustainable Living brands.
This week also saw the announcement that Unilever has topped The GlobeScan/SustainAbility Leaders Brand Report for the seventh year running. It looks at which companies, NGOs and governments, experts believe are leading the sustainability agenda.
The 13 Unilever brands in the top 50 are Lifebuoy (3rd), Sunsilk (10th), Knorr (11th), Dove (12th), Lux (13th), Sunlight (14th), Pepsodent (18th), Surf (27th), Rexona (28th), Vim (29th), Brooke Bond (34th), Close Up (42nd) and Lipton (48th).
Brand Footprint: the Top 50 ranking
Kantar Worldpanel’s annual Top 50 ranking of the world’s most chosen FMCG brands reveals which brands are achieving global success, providing insights to help FMCG brands set global targets more accurately and improve their global business growth. It 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.
To access the full global, regional, country and sector rankings and a complete index of the brands included in the Global Top 50, please visit
Methodology and scope
This year’s ranking analysed 15,300 brands and 1 billion households in 39 countries across five continents in the 12 months to November 2016