The extensive analysis of FMCG brands measures which brands are being bought by the most consumers frequently around the world. It examines around 1bn households and 300bn shopper decisions across 39 countries.
Unilever’s brands include Knorr, Dove, Lux, and Sunlight, all of which feature in the top 20, with Lifebuoy, the world’s leading health soap, at number 3. Unilever’s Brooke Bond Tea is a new addition to the top 50. Sunlight features as the top Homecare brand, with Dove adding the most consumers to its portfolio reaching 14 million new households.
“Increasingly we see that people want to buy from companies and brands that not only have great products at the right price, but also fit with their values,” said Keith Weed, Unilever chief marketing and communications officer.
“Our experience is that brands whose purpose and products respond to that demand are delivering stronger and faster growth. Our business is investment-led, innovation-led and sustainability-led. We will continue to invest in our brands to drive their growth, popularity and consumer benefits whilst ensuring they are contributing positively to society and the environment.”
Consumers are increasingly attracted to brands with a sense of purpose. Unilever has announced that its most sustainable brands are growing over 50 per cent faster than the rest of the business and delivered more than 60 per cent of the company’s growth in 2016. In addition, more than two thirds of the brands included in the top 50 were the Unilever Sustainable Living brands.
This week also saw the announcement that Unilever has topped The GlobeScan/SustainAbility Leaders Brand Report for the seventh year running. It looks at which companies, NGOs and governments experts believe are leading the sustainability agenda.
The 13 Unilever brands in the top 50 are Lifebuoy (3rd), Sunsilk (10th), Knorr (11th), Dove (12th), Lux (13th), Sunlight (14th), Pepsodent (18th), Surf (27th), Rexona (28th), Vim (29th), Brooke Bond (34th), Close Up (42nd) and Lipton (48th).