Household goods are quickly stealing a march on established brands such as Coca-Cola, with toothpaste Colgate now being used in more than half the world's houses according to a new global report out Thursday.
Kantar Worldpanel has unveiled which consumer goods brands are selling like hot cakes worldwide, in their annual Brand Footprint report, out today.
Unsurprisingly, Coca-Cola retained the top spot for the third year running; however, the real winners are the "rising stars" like Dove who entered the top 10 for the first time with 14 million new buyers, and manufacturers like Unilever and PepsiCo who continue to churn out several beloved brands. P&G's fabric softener 'Downy' (14th) was named the world's fastest growing brand for the second year.
Ranked second, Colgate remains to be the only brand bought by over half of global households (64.6 percent), having achieved 19 million extra shoppers in the last year. Despite keeping its reputation as most chosen brand worldwide, Coca-Cola, failed to beat Colgate in household penetration, with only 43.3 percent.