YouGov’s FMCG Rankings 2023 reveal the most considered FMCG brands, split across separate sub rankings for the food, beverage, and personal care categories. In Australia, these were topped by Cadbury (50.9 points), oral care brand Colgate (54.0 points), and soda-maker Coca-Cola (39.6 points), respectively.
The rankings are based on YouGov BrandIndex’s Consideration score, which is a measure of likelihood of purchase from the category. The top ranked rankings show the brands with the highest Consideration score between January 1st 2022 and December 31st 2022.
Although Cadbury had a notable lead in the food rankings, Australian brands also made a strong showing, with Vegemite (39.9 points), Bega (38.5 points) and Weet-Bix (37.5) making it to the top four. Closely behind was frozen fish brand Birds Eye (37.0 points).
Australian dairy food brand Bulla (33.3 points) and Nestle’s Milo (31.2 points) were next, followed by Canadian frozen food company McCain (29.9 points).
Australian-born poultry provider Steggles (25.9 points) and food manufacturer Mars (24.9 points) rounded off the top ten.
As for the personal care rankings, Procter & Gamble’s Gillette (33.4 points) and Unilever’s Rexona (32.8 points) were the next most-considered brands after Colgate. Panadol’s Cold & Flu (30.8 points) and wound care brand Elastoplast (30.1 points) rounded off the top five.
Anitseptic mouthwashes Listerine (25.5 points) and Colgate (24.9 points) came next, followed by Australian health supplements company Blackmores in eighth (23.9 points).
Cancer Council’s Sunscreen (23.4 points) and Nurofen Cold & Flu (20.7 points) completed the top ten.
When it came to the beverage rankings, coffee brand Nescafé (26.6 points) and soda brands Pepsi (26.3 points) and Schweppes (26.1 points) were next ranked after first-placed Coca-Cola.
Tea and coffee makers Lipton (24.6 points) and Moccona (21.6 points) ranked as fifth and sixth most considered, followed by soft drink makers Bundaberg (20.9 points), Sprite (16.9 points) and Solo (15.0 points). Nestle’s Nespresso rounded off the top ten (15.0 points).
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Methodology:
YouGov publishes brand rankings yearly based on the data from always-on brand tracker, YouGov BrandIndex. FMCG brands are tracked daily around the world, enabling us to consistently and accurately measure consumer attitudes towards those brands.
The brands in YouGov’s FMCG rankings 2023 were ranked based on Consideration score, which is a measure of likelihood of purchase from the category. The top ranked rankings show the brands with the highest Consideration score between January 1st 2022 and December 31st 2022. To determine the improvers rankings, brands have been sorted by change in consideration score (highest to lowest between the time range of 2022 vs 2021).
The scores are representative of the general population of adults 18+ (some are online representative) except for India which is national urban representation. For all markets, a minimum base size of 100 is mandatory for conclusive results.
All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands included in YouGov’s FMCG top ranked rankings have been tracked for a minimum of 6 months, and all brands included in YouGov’s FMCG improvers rankings have been tracked for a minimum of 18 months.
