- The rankings reveal the FMCG brands that enjoy the best brand health among Australians
- The FMCG rankings in Australia are divided into three sub-categories: Packaged Food, Personal Care and Alcohol
- Five Australian brands feature in the top ten 10 list for Packaged Food
- The top 10 Alcohol brands feature 3 leading Australian brands, with Jacob’s Creek in the second place
YouGov’s FMCG/CPG Rankings 2021 reveal Cadbury, Colgate Toothpaste and Jack Daniel’s enjoy the best overall brand health among Australians within the Packaged Food, Personal care and Alcohol categories.
The rankings are compiled using YouGov BrandIndex Index score, a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation scores. The rankings are measured from 1st August 2020 to 31st July 2021.
The FMCG rankings in Australia are divided into three sub- categories: Packaged Food, Personal Care and Alcohol.
Within the Packaged Food category, Cadbury leads the rankings, with an Index score of 46.5.
Homegrown names fared well in the rankings with five Australian brands featuring in the top ten list. Weet-Bix places in second (with a score of 41.7), Vegemite in third (41.0), Bega in fourth (35.2), Bulla in sixth (32.1) and Cheer (formerly Coon) in ninth (25.2).
Nestlé’s leading chocolate malt beverage Milo occupies the fifth position (35.0), followed by American brands- Birds Eye, Sara Lee and Mars in seventh (31.8), eighth (25.3) and tenth (25.0), respectively.
In the Personal Care category, Colgate seems to have had a strong year in terms of brands health. Colgate (Toothpaste) leads the rankings, with an Index score of 44.7, while Colgate (Mouthwash) places ninth (22.5) in the rankings.
Gillette ranks second (30.7), followed by Rexona in fourth (28.4), Cancer Council Sunscreen in fifth (28.3), Elastoplast in sixth (27.8) and Listerine in seventh (24.6).
Many pharmaceutical drugs and health supplement brands feature in the Personal Care list such as Panadol Cold & Flu (29.6), Blackmores (22.6) and Nurofen Cold & Flu (20.2).
Finally, within the Alcohol category, Jack Daniel’s is the brand with the best brand health among Australians (Index score of 20.9).
Australia’s leading wine brand Jacob’s Creek places in second (19.9). Two other homegrown brands feature in the top 10 list, namely, Bundaberg Rum in ninth (14.0) and Wolf Blass in tenth (13.6).
Johnnie Walker, Moet & Chandon, Jim Beam and Canadian Club take the third (19.6), sixth (14.5), seventh (14.3) and eighth (14.2) place, respectively.
Rounding up the Alcohol top 10 list are popular beer brands Corona and Heineken, making an appearance in fourth (17.5) and fifth (17.1), respectively.
Methodology
The brands in YouGov FMCG/CPG Rankings were ranked based on their Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation over a period of 12 months.
The rankings chart shows the brands with the highest average index score between August 1st 2020 until July 31st 2021. The scores are representative of the general population of adults 18+ (some are online representative).
All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 6 months to be included in the rankings.
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