Image credits: Oleg Magni
Search “Brand Footprint” from the Kantar Institute verifies which brands are most chosen by consumers in the country using the “Consumer Reach Points” (CRP) indicator, a metric that considers the number of consumers who purchase a brand (penetration into homes) and the frequency with which this happens . Check out the ranking of the 10 most chosen brands in Brazil according to the research:
| Position | Brand | CRP (millions) |
| 1st | Coke | 489 |
| 2nd | Ype | 485 |
| 3rd | Colgate | 304 |
| 4th | Italac | 293 |
| 5th | Tang | 253 |
| 6th | Nissin | 245 |
| 7th | Nascau | 231 |
| 8th | Soya | 230 |
| 9th | Piracanjuba | 229 |
| 10th | Vitarella | 225 |
Although Coca-Cola continues to be – for the 7th consecutive year – the mass consumer product brand most chosen by Brazilian consumers, Ypê achieves 1st position as the brand with the highest penetration in Brazilian homes. The research points to Ypê as present in 91.4% of Brazilian homes:
|
2018
|
Penetration into homes (%)
|
CRP (millions)
|
|
Ype
|
91,4%
|
7.9
|
|
Coke
|
84,2%
|
10.5
|
|
Colgate
|
87,0%
|
6.1
|
|
Italac
|
76,8%
|
6.3
|
|
Tang
|
67,0%
|
6.8
|
|
Nissin
|
73,8%
|
6.0
|
|
Nascau
|
74,8%
|
5.3
|
|
Soya
|
76,7%
|
5.4
|
|
Piracanjuba
|
71,5%
|
5.2
|
|
Vitarella
|
42,9%
|
7.4
|
Other main facts about the most chosen brands in Brazil according to the research:
–Química Amparo and Brasil Foods top the ranking of local manufacturers
–Perdigão and Tixan were the brands that grew the most in 2018.
–Local brands are most chosen by consumers in Brazil: 33 of the 50 brands in the ranking are local
Post | Guilherme R. Bezzarro
Source | Brand Footprint 2019 – Kantar Worldpanel – David Fiss
Image credits | Oleg Magni
