Coca-Cola ‘most chosen’ brand of the decade

Coca-Cola is the world’s “most chosen” FMCG brand of the past 10 years, according to analysis of shopping behaviour since 2012 by Kantar.

As part of the study Kantar has identified 11 FMCG brands, each of which saw the biggest growth within their respective category. Overall these brands accounted for 25.1 billion (6.6 per cent) of purchases in 2021, up from 19.2 billion (5.8 per cent) in 2012. The growth rate of these brands was 31 per cent over the decade, almost double the total branded market’s growth rate.

While Coke was the most chosen brand it has the lowest growth rate of the 11 brands identified – although it started from the highest level. Cleaning brand Vim is the world’s fastest growing FMCG brand over the past decade (265 per cent), followed by Dettol (142 per cent) and Sunsilk (64 per cent).

The analysis shows intergenerational loyalty – children continuing to buy the same brands their parents do when they set up their own household – is the biggest driver of growth.

In the 10 years to 2021 the number of households globally has increased by 17 per cent to 1.2 billion. Across the 11 brands identified as part of the study, growth in penetration accounted for an average of 87 per cent of their growth. This means it’s crucial for brands to ensure children establishing their own homes make the same shopping choices as their parents as this is key to long-term success, Kantar suggests.

For example, the number of households buying Coca-Cola has increased by 17 per cent over the decade, which is in line with household growth.

The average number of FMCG brands households choose per year has remained consistent at 55 over the past 10 years, while the average spend on branded groceries has increased from $730 per year in 2012 to $862 in 2021.

“Increasing household penetration rate – at least keeping up with population and household growth – is the best way to grow and the only way to consistently grow year after year,” said Guillaume Bacuvier, CEO of Kantar’s Worldpanel division.

“There is finite space in consumers’ basket. Securing a spot on the list of ‘go-to groceries’ – which is unique to each household – is a must. If you’re out of the list, you’re out of consumers’ choice.”