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 Malaysia: Personal Care
In Indonesia, FMCG/CPG brand Dettol leads the Personal Care list this year with a score of 47.5. Lifebuoy came in second with a score of 36.6. In third and fourth position were Nivea and Shokubutsu respectively scoring 27.4 and 27.3. Rounding out the top five Watsons scored 25.7.
| YOUGOV FMCG/CPG RANKINGS 2021 IN MALAYSIA: PERSONAL CARE | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Dettol | 47.5 |
2 | Lifebuoy | 36.6 |
3 | Nivea | 27.4 |
4 | Shokubutsu | 27.3 |
5 | Watsons | 25.7 |
6 | Dove | 23.7 |
7 | The Body Shop | 23.7 |
8 | Johnson's Baby | 20.4 |
9 | Hada Labo | 20.0 |
10 | Protex | 19.6 |
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 Malaysia: Personal Care
In the personal care category, Johnson's Baby came up on top in the most improved FMCG/ CPG brand list, with a rise of +4.0 points, ahead of Watsons (up +3.5 points) and Dove (which has improved by +3.4 points). The fourth and fifth position were Dettol (+3.3 points) and Listerine (+3.0 points).
| YOUGOV FMCG/CPG TOP IMPROVERS 2021 IN MALAYSIA: PERSONAL CARE | ||||
|---|---|---|---|---|
Rank | Brand Name | 2021 Score | 2020 Score | Change in Score |
1 | Johnson's Baby | 20.4 | 16.4 | 4.0 |
2 | Watsons | 25.7 | 22.2 | 3.5 |
3 | Dove | 23.7 | 20.4 | 3.4 |
4 | Dettol | 47.5 | 44.2 | 3.3 |
5 | Listerine | 16.7 | 13.7 | 3.0 |
6 | Johnson | 16.6 | 13.8 | 2.8 |
7 | Sunsilk | 19.5 | 17.1 | 2.4 |
8 | Hada Labo | 20.0 | 17.8 | 2.2 |
9 | Nivea | 27.4 | 25.2 | 2.2 |
10 | Safi | 16.0 | 13.8 | 2.2 |
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 Malaysia: Packaged Food
Milo leads the Malaysia's Packaged Food list this year with a score of 56.7. Kit Kat came in second with a score of 46.7. In third and fourth position were Nescafé and Maggi respectively scoring 46.7 and 43.9. Rounding out the top five Oreo scored 39.0.
| YOUGOV FMCG/CPG RANKINGS 2021 IN MALAYSIA: PACKAGED FOOD | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Milo | 56.7 |
2 | Kit Kat | 46.7 |
3 | Nescafé | 46.7 |
4 | Maggi | 43.9 |
5 | Oreo | 39.0 |
6 | Dutch Lady/Bella Holandesa | 35.8 |
7 | Chipsmore | 34.5 |
8 | Jacob's | 31.7 |
9 | Munchy's Oat Krunch | 29.9 |
10 | Anlene | 26.6 |
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 Malaysia: Packaged Food
In the Packaged Food category, Tiger came up on top in the most improved FMCG/ CPG brand list, with a rise of +6.9 points, ahead of Maggi (up +5.4 points) and Indomie (which has improved by +4.3 points). The fourth and fifth position were Oreo (+3.8 points) and Nespresso (+3.0 points).
| YOUGOV FMCG/CPG TOP IMPROVERS 2021 IN MALAYSIA: PACKAGED FOOD | ||||
|---|---|---|---|---|
Rank | Brand Name | 2021 Score | 2020 Score | Change in Score |
1 | Tiger | 21.2 | 14.3 | 6.9 |
2 | Maggi | 43.9 | 38.5 | 5.4 |
3 | Indomie | 14.4 | 10.0 | 4.3 |
4 | Oreo | 39.0 | 35.2 | 3.8 |
5 | Nespresso | 11.0 | 8.1 | 3.0 |
6 | Mie Sedaap | 20.6 | 17.7 | 3.0 |
7 | Cintan | 9.2 | 6.3 | 2.9 |
8 | Dutch Lady/Bella Holandesa | 35.8 | 32.9 | 2.9 |
9 | Ensure | 16.4 | 13.9 | 2.5 |
10 | Kit Kat | 46.7 | 44.3 | 2.4 |
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 Malaysia: Deodorant
In Deodorant category, Nivea leads the list this year with a score of 44.2. Rexona came in second with a score of 36.3. In third and fourth position were Adidas and Dove respectively scoring 20.2 and 16.8. Rounding out the top five Dashing scored 14.3.
| YOUGOV FMCG/CPG RANKINGS 2021 IN MALAYSIA: DEODORANT | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Nivea | 44.2 |
2 | Rexona | 36.3 |
3 | Adidas | 20.2 |
4 | Dove | 16.8 |
5 | Dashing | 14.3 |
6 | Enchanteur | 11.9 |
7 | Gatsby | 8.0 |
8 | Avon | 5.9 |
9 | Romano | 5.1 |
10 | Playboy | 4.8 |
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 Malaysia: Deodorant
In the Deodorant category, Dashing came up on top in the most improved FMCG/ CPG brand list, with a rise of +1.9 points, ahead of Dove (up +1.5 points) and Nivea (which has improved by +1.2 points). The fourth and fifth position were Enchanteur (+1.0 points) and Follow Me (+0.4 points).
| YOUGOV FMCG/CPG TOP IMPROVERS 2021 IN MALAYSIA: DEODORANT | ||||
|---|---|---|---|---|
Rank | Brand Name | 2021 Score | 2020 Score | Change in Score |
1 | Dashing | 14.3 | 12.5 | 1.9 |
2 | Dove | 16.8 | 15.3 | 1.5 |
3 | Nivea | 44.2 | 42.9 | 1.2 |
4 | Enchanteur | 11.9 | 10.9 | 1.0 |
5 | Follow Me | 3.5 | 3.1 | 0.4 |
6 | Gatsby | 8.0 | 7.7 | 0.3 |
7 | Playboy | 4.8 | 4.5 | 0.3 |
8 | Rexona | 36.3 | 36.1 | 0.3 |
9 | Adidas | 20.2 | 20.0 | 0.2 |
10 | Romano | 5.1 | 4.8 | 0.1 |
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).