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Top 50 beauty brands 2021 from Kantar Worldpanel Brand Footprint show Colgate, Lifebuoy and Dove most chosen

The global rankings – based on data from the 52-week period ending October 2020 – partly followed trends seen in last year’s 2020 Brand Footprint that tracked 2019 data​, but this time hygiene-led brands stole the show.

Top 50 FMCG brand rankings in the world

Each year, international consumer knowledge specialist Kantar releases its Brand Footprint report under its Worldpanel division, ranking the top 50 most chosen fast-moving consumer goods (FMCG) brands in the world, with category and regional breakdowns.

In this year’s 2021 report*​, beauty and personal care brands featured strongly in the top 50 list, with 15 total, four of which made it into the top ten: Colgate (no.2); Lifebuoy (no.3); Dove (no.8); and Sunsilk (no.9).

Within beauty and personal care, Colgate held its top spot as the most-chosen brand in the world for another year. The next nine most-chosen beauty and personal care brands globally were: Lifebuoy, Dove, Sunsilk, Lux, Dettol, Head & Shoulders, Pepsodent, Nivea and Rexona.

The Top 10 beauty and personal care rankings in Europe remained unchanged from last year, with Nivea ranked the most-chosen brand, followed by Colgate, Dove, Garnier, Always, Gillette, Rexona, Oral-B, Palmolive and Schwarzkopf.

*​The 2021 report rankings were calculated looking at brand penetration [number of households reached] and consumer reach points [number of brand choices made globally based on number of households in a country, percentage of households purchasing a brand, and number of brand interactions across categories in a year combined]. Data was compiled from 52 countries, representing 74% of the world population and 85% of global Gross Domestic Product (GDP), and spanned 22,900 brands in total.


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