September 22nd, 2021, Melissa Pang
Marking the first in our annual FMCG/CPG Rankings series, YouGov’s FMCG/CPG Rankings 2021 reveals the top ranked consumer brands within the sector. The Rankings are based on Index score from YouGov BrandIndex, 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.
YouGov FMCG/CPG Rankings 2021 in Hong Kong: Personal Care
In Hong Kong, FMCG/CPG brand Dettol leads the Personal Care list this year with a score of 32.1. Vaseline came in second with a score of 22.7. In third and fourth position were Colgate (Toothpaste) and Listerine respectively scoring 22.3 and 18.5. Rounding out the top five Shiseido scored 18.0.
| YOUGOV FMCG/CPG RANKINGS 2021 IN HONG KONG: PERSONAL CARE | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Dettol | 32.1 |
2 | Vaseline | 22.7 |
3 | Colgate (Toothpaste) | 22.3 |
4 | Listerine | 18.5 |
5 | Shiseido | 18.0 |
6 | Dove | 15.5 |
7 | CHANEL | 14.6 |
8 | Johnson's Baby | 14.6 |
9 | sebamed | 13.5 |
10 | SK-II | 13.2 |
Chart shows the brands with the highest average Index score between August 1st, 2020 to July 31st, 2021
YouGov FMCG/CPG Top Improvers 2021 in Hong Kong: Personal Care
In the personal care category, sebamed came up on top in the most improved FMCG/ CPG brand list, with a rise of +7.4 points, sitting ahead of Johnson's Baby (up +4.6 points). The third position was Listerine (+2.6 points). The top five list is completed by Kiehl's and Guerlain, both have improved by +0.7 points.
| YOUGOV FMCG/CPG TOP IMPROVERS 2021 IN HONG KONG: PERSONAL CARE | ||||
|---|---|---|---|---|
Rank | Brand Name | 2021 Score | 2020 Score | Change in Score |
1 | sebamed | 13.5 | 6.1 | 7.4 |
2 | Johnson's Baby | 14.6 | 10.0 | 4.6 |
3 | Listerine | 18.5 | 15.9 | 2.6 |
4 | Kiehl's | 10.5 | 9.8 | 0.7 |
5 | Guenlain | 3.7 | 3.1 | 0.7 |
6 | Clarins | 5.7 | 5.1 | 0.6 |
7 | Rexona | 4.1 | 3.8 | 0.4 |
8 | Nivea | 10.2 | 9.9 | 0.4 |
9 | Origins | 5.5 | 5.1 | 0.3 |
10 | MAC | 5.1 | 4.8 | 0.3 |
Scores show average data from August 1st 2020 to July 31st 2021, compared to August 1st 2019 to July 31st 2020.
The rankings data is drawn from our daily brand tracking tool BrandIndex, which continuously measures the public’s perception of brands within the FMCG/CPG sector around the globe. Want to know more? To see your brand’s Index ranking please click here and one of our experts will be in touch.
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 to July 31st 2021. The improver chart ranks the brands with the highest increase in Index, comparing scores from the previous 12-month period. To be included in the improver list, the variance must be positive. 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 and at least 18 months to be included in the improver rankings (as well as being currently tracked).