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 Japan: Hair Care
In Japan, FMCG/CPG brand LUX leads the Hair Care list this year with a score of 17.9. But hot on its tail, Pantene came in second with a score of 16.7. In third and fourth position were TSUBAKI and merit respectively scoring 15.5 and 12.1. Rounding out the top five Dove scored 11.8.
| YOUGOV FMCG/CPG RANKINGS 2021 IN JAPAN: HAIR CARE | ||
|---|---|---|
Rank | Brand Name | Score |
1 | LUX | 17.9 |
2 | Pantene | 16.7 |
3 | TSUBAKI | 15.5 |
4 | merit | 12.1 |
5 | Dove | 11.8 |
6 | ICHIKAMI | 10.5 |
7 | Essential | 9.0 |
8 | L'ORÉAL PARIS | 6.3 |
9 | h&s | 5.6 |
10 | Asience | 5.4 |
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 Japan: Hair Care
merit came up on top in the most improved hair care brand list in Japan, with a rise of +3.0 points, sitting ahead of LUX (up +1.2points). The third and fourth positions were PANTENE and Dove, both have improved by +1.1 points. hoyu took the fifth place with a score of +0.7 points increment.
| YOUGOV FMCG/CPG TOP IMPROVERS 2021 IN JAPAN : HAIR CARE | ||||
|---|---|---|---|---|
Rank | Brand Name | 2021 Score | 2020 Score | Change in Score |
1 | merit | 12.1 | 9.2 | 3.0 |
2 | LUX | 17.9 | 16.6 | 1.2 |
3 | Pantene | 16.7 | 15.5 | 1.1 |
4 | Dove | 11.8 | 10.7 | 1.1 |
5 | hoyu | 2.9 | 2.2 | 0.7 |
6 | Blaune | 3.6 | 3.0 | 0.7 |
7 | Segreta | 5.2 | 4.7 | 0.5 |
8 | SALA | 3.1 | 2.7 | 0.3 |
9 | Essential | 9.0 | 8.7 | 0.3 |
10 | WELLA | 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.
YouGov FMCG/CPG Rankings 2021 in Japan: Personal Care
For the Personal Care sector in Japan, Nivea leads the list this year with a score of 27.3, followed by Biore with a score of 25.5. Band-Aid (Regular Plaster) and Band-Aid (Kizu Power Pad) took the third and fourth place with the score of 21.7 and 17.7. Rounding out the top five G･U･M (Toothpaste) scored 17.1.
| YOUGOV FMCG/CPG RANKINGS 2021 IN JAPAN: PERSONAL CARE | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Nivea | 27.3 |
2 | Biore | 25.5 |
3 | Band-Aid (Regular Plaster) | 21.7 |
4 | Band-Aid (Kizu Power Pad) | 17.7 |
5 | G･U･M (Toothpaste) | 17.1 |
6 | Clinica | 16.5 |
7 | Bufferin | 16.1 |
8 | G･U･M (Mouthwash) | 13.4 |
9 | Syumitekuto | 13.3 |
10 | Systema | 13.1 |
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 Japan: Personal Care
Band-Aid (Regular Plaster) topped the most improved personal care brand list in Japan, with the rise of +3.5 points. G･U･M occupied the next two spots, where G･U･M (Mouthwash) is the second (+2.2 points) and G･U･M (Toothpaste) is the third (+2.0 points). The fourth position was Band-Aid (Kizu Power Pad), which has improved by +1.8 points. Rounding out the top five Listerine with the increase of +1.6 points.
| YOUGOV FMCG/CPG TOP IMPROVERS 2021 IN JAPAN: PERSONAL CARE | ||||
|---|---|---|---|---|
Rank | Brand Name | 2021 Score | 2020 Score | Change in Score |
1 | Band-Aid (Regular Plaster) | 21.7 | 18.1 | 3.5 |
2 | G･U･M (Mouthwash) | 13.4 | 11.2 | 2.2 |
3 | G･U･M (Toothpaste) | 17.1 | 15.1 | 2.0 |
4 | Band-Aid (Kizu Power Pad) | 17.7 | 15.9 | 1.8 |
5 | Listerine | 10.5 | 8.9 | 1.6 |
6 | Nonio (Mouthwash) | 5.0 | 3.5 | 1.5 |
7 | Biore | 25.5 | 24.0 | 1.4 |
8 | Mondahmin (Mouthwash) | 8.7 | 7.4 | 1.3 |
9 | Nonio (Toothpaste) | 5.5 | 4.3 | 1.2 |
10 | Clear Clean | 11.5 | 10.4 | 1.1 |
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).