September 23rd, 2021, Nabilla Ramadila
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 China: Skincare & Cosmetics
In China, FMCG/CPG brand Estee Lauder leads the Skincare & Cosmetics list this year with a score of 30.4. L'Oréal came in second with a score of 29.7. In third and fourth position were Lancome and Dabao respectively scoring 27.4 and 25.7. Rounding out the top five Chanel scored 25.5.
| YOUGOV FMCG/CPG RANKINGS 2021 IN CHINA: SKINCARE & COSMETICS | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Estee Lauder | 雅诗兰黛 | 30.4 |
2 | L'Oréal | 欧莱雅 | 29.7 |
3 | Lancome | 兰蔻 | 27.4 |
4 | Dabao | 大宝 | 25.7 |
5 | Chanel | 香奈儿 | 25.5 |
6 | Dior | 迪奥 | 25.2 |
7 | Shiseido | 资生堂 | 20.0 |
8 | SK-II | 19.4 |
9 | Pechoin | 百雀羚 | 17.0 |
10 | YSL | 圣罗兰 | 16.2 |
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 China: Skincare & Cosmetics
In the Skincare & Cosmetics category, Clean & Clear came up on top in the most improved FMCG/ CPG brand list, with a rise of +0.6 points, ahead of La Mer (up +0.4 points) and MG (which has improved by +0.3 points). The fourth and fifth position were Dr. Ci Labo (+0.3 points) and Fresh (+0.3 points).
| YOUGOV FMCG/CPG TOP IMPROVERS 2021 IN CHINA: SKINCARE & COSMETICS | ||||
|---|---|---|---|---|
Rank | Brand Name | 2021 Score | 2020 Score | Change in Score |
1 | Clean & Clear | 可伶可俐 | 0.7 | 0.1 | 0.6 |
2 | La Mer | 海蓝之谜Baby | 12.5 | 12.1 | 0.4 |
3 | MG | 美即 MG | 0.7 | 0.4 | 0.3 |
4 | Dr. Ci Labo | 城野医生 | 2.3 | 1.9 | 0.3 |
5 | Fresh | 馥蕾诗吟 | 3.3 | 3.1 | 0.3 |
6 | Vitabelle | 维雅姿 | 1.7 | 1.4 | 0.2 |
7 | Dabao | 大宝 | 25.7 | 25.4 | 0.2 |
8 | Etude House | 0.3 | 0.1 | 0.2 |
9 | La Roche-Posay | 理肤泉 | 7.1 | 7.0 | 0.1 |
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 China: Personal Care
In Personal Care category, Yunnan Baiyao leads the list this year with a score of 40.7. Darlie (Toothpaste) came in second with a score of 25.6. In third and fourth position were Colgate Toothpaste and Darlie (Mouthwash) respectively scoring 21.1 and 15.3. Rounding out the top five Johnson's Baby scored 14.0.
| YOUGOV FMCG/CPG RANKINGS 2021 IN CHINA: PERSONAL CARE | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Yunnan Baiyao | 云南白药 | 40.7 |
2 | Darlie (Toothpaste) | 黑人牙膏 | 25.6 |
3 | Colgate (Toothpaste) | 高露洁牙膏 | 21.1 |
4 | Darlie (Mouthwash) | 黑人牙膏 （漱口水） | 15.3 |
5 | Johnson's Baby | 强生婴儿 | 14.0 |
6 | Yu Mei Jing | 郁美净 | 13.7 |
7 | Innoherb | 相宜本草 | 11.8 |
8 | Frog Prince | 青蛙王子 | 10.6 |
9 | Colgate Plax | 高露洁贝齿 | 9.9 |
10 | Bausch & Lomb | 博士伦隐形眼镜 | 9.8 |
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 China: Personal Care
In the Personal Care category, Yunnan Baiyao came up on top in the most improved FMCG/ CPG brand list, with a rise of +12.8 points, ahead of Darlie (Toothpaste) (up +5.7 points) and Colgate Toothpaste (which has improved by +4.6 points). The fourth and fifth position were Band Aid (+4.1 points) and Yu Mei Jing (+3.7 points).
| YOUGOV FMCG/CPG TOP IMPROVERS 2021 IN CHINA: PERSONAL CARE | ||||
|---|---|---|---|---|
Rank | Brand Name | 2021 Score | 2020 Score | Change in Score |
1 | Yunnan Baiyao | 云南白药 | 40.7 | 27.9 | 12.8 |
2 | Darlie (Toothpaste) | 黑人牙膏 | 25.6 | 20.0 | 5.7 |
3 | Colgate (Toothpaste) | 高露洁牙膏 | 21.1 | 16.4 | 4.6 |
4 | Band Aid | 邦迪 | 9.3 | 5.3 | 4.1 |
5 | Yu Mei Jing | 郁美净 | 13.7 | 9.9 | 3.7 |
6 | Johnson's Baby | 强生婴儿 | 14.0 | 10.4 | 3.6 |
7 | Frog Prince | 青蛙王子 | 10.6 | 7.1 | 3.4 |
8 | Pigeon | 贝亲 | 6.6 | 4.3 | 2.3 |
9 | Innoherb | 相宜本草 | 11.8 | 9.8 | 2.0 |
10 | Baby Elephant | 红色小象 | 4.6 | 2.6 | 2.0 |
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 China: Alcohol
Wuliangye leads the China's Alcohol list this year with a score of 31.8. Qingdao came in second with a score of 31.3. In third and fourth position were Guizhou Moutai and Snow respectively scoring 30.4 and 21.4. Rounding out the top five Budweiser scored 20.5.
| YOUGOV FMCG/CPG RANKINGS 2021 IN CHINA: ALCOHOL | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Wuliangye | 五粮液 | 31.8 |
2 | Qingdao | 青岛啤酒 | 31.3 |
3 | Guizhou Moutai | 贵州茅台 | 30.4 |
4 | Snow | 雪花啤酒 | 21.4 |
5 | Budweiser | 百威 | 20.5 |
6 | Harbin | 哈尔滨啤酒 | 14.9 |
7 | Luzhou Laojiao | 瀘州老窖 | 13.5 |
8 | Remy Martin | 人头马 | 7.8 |
9 | Hennessey | 轩尼诗 | 6.9 |
10 | Carlsberg | 嘉士伯 | 6.9 |
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 China: Alcohol
In the Alcohol category, Guizhou Moutai came up on top in the most improved FMCG/ CPG brand list, with a rise of +2.0 points, ahead of Qingdao (up +1.5 points) and Wuliangye (which has improved by +0.9 points). The fourth and fifth position were Carlsberg (+0.6 points) and Corona (+0.5 points).
| YOUGOV FMCG/CPG TOP IMPROVERS 2021 IN CHINA: ALCOHOL | ||||
|---|---|---|---|---|
Rank | Brand Name | 2021 Score | 2020 Score | Change in Score |
1 | Guizhou Moutai | 贵州茅台 | 30.4 | 28.4 | 2.0 |
2 | Qingdao | 青岛啤酒 | 31.3 | 29.7 | 1.5 |
3 | Wuliangye | 五粮液 | 31.8 | 30.9 | 0.9 |
4 | Carlsberg | 嘉士伯 | 6.9 | 6.3 | 0.6 |
5 | Corona | 科罗娜 | 5.9 | 5.3 | 0.5 |
6 | Remy Martin | 人头马 | 7.8 | 7.4 | 0.5 |
7 | Ballantine | 百龄坛 | 2.1 | 1.7 | 0.4 |
8 | Jinro | 韩国真露烧酒 | 0.4 | 0.0 | 0.4 |
9 | Snow | 雪花啤酒 | 21.4 | 21.0 | 0.4 |
10 | Wolf Blass | 禾富葡萄酒 | 1.2 | 0.9 | 0.4 |
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).