Lifebuoy, a village favourite, top of the pops in SL and abroad
View(s):Lifebuoy soap is not only a brand popular in Sri Lanka but across the world, a new study has shown. In a ranking of the top 10 FMCB brands in Sri Lanka, Lifebuoy was placed fourth while the product came third in the global rankings. The latest Brand Footprint study conducted by Kantar Worldpanel had ranked the top 10 FMCG Brands in Sri Lanka on the basis of 12 months findings from the LMRB Household Panel, a study which continuously monitors the consumer purchase behaviour of FMCG brands brought into the home. The Global Brand Footprint study analysed one billion households across 44 countries in five continents involving 300 billion shopper decisions, among 15,000 brands across 200 FMCG categories. The study used its proprietary metric – Consumer Reach Points (CRPs) – to discover how many times a brand was chosen by consumers over the course of one year, the company said in a media release.
“Sri Lanka was included in the study for the first time this year, with the analysis considering over 5 million households island-wide, across nearly 400 brands and 1.3 billion shopper decisions,” said Himalee Madurasinghe Chief Executive, LMRB. She added, “According to the global report, local brands command 60 per cent of global FMCG shopper choices, this pattern being specially prevalent in Asia, Latin America and also some parts of Europe” In Sri Lanka, the topmost brand was Munchee followed by Sunlight, Maliban, Lifebuoy, Anchor, Signal, Vim, Nestomalt, Raththi and Diva. Globally the popular brand pack was led by Coca Cola followed by Colgate, Lifebuoy, Maggi, Lays, Pepsi, Nescafe, Indomie, Knorr and Dove Chamika Fernando, Head of LMRB Household Panel, said,
“The CRP is measured by looking at how many households are buying a brand (penetration of a brand) and how often they are buying it (frequency of purchase) – this displays the amount of closeness that consumers have with the brand and provides a true representation of shopper choice” According to Kantar Worldpanel, Brand Footprint offers marketers a fresh perspective and a chance to look beyond conventional wisdom to new opportunities. Every year Kantar Worldpanel conducts the most exhaustive study of FMCG brands across the globe, helping marketers, brands and agencies identify strategic levers that brands can pull in order to make business decisions that will lead to success.
