September 22nd, 2021, YouGov
Marking the first in an 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, an overall measure of brand health calculated by averaging Impression, Quality, Value, Satisfaction, Recommend and Reputation over a period of 12 months.
This year's rankings highlight the top performing FMCG/CPG brands in the United States for the following categories:
- Household & Personal Care
- Hair Care
- Skincare & Cosmetics
- Alcohol
- Non-Alcoholic Beverages
- Food Brands & Snacks
To learn more about the methodolgy behind YouGov rankings, receive a free brand health check, or see how close your brand is to the top 10, get in touch.
YouGov FMCG/CPG Rankings 2021 in the United States: Household & Personal Care
| YOUGOV FMCG/CPG RANKINGS 2021 IN THE US: HOUSEHOLD & PERSONAL CARE | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Dawn | 49.7 |
2 | Clorox | 47.2 |
3 | Lysol | 44.4 |
4 | Dove | 42.5 |
5 | Kleenex | 41.7 |
6 | Tide | 38.9 |
7 | Crest | 38.3 |
8 | Colgate | 37.1 |
9 | Hefty | 35.1 |
10 | Listerine | 34.9 |
The Top 10 Household & Personal Care Brands rankings order is determined by the highest average Index score in YouGov BrandIndex between August 1st, 2020, to July 31st, 2021.
The Top Improved Household & Personal Brands during this time period, listed consecutively, are Lysol, Dawn, Clorox, Mrs. Meyer's, Reynolds, Hefty, Hill's Pet Nutrition, Gillette, Listerine, and SmileDirectClub.
YouGov FMCG/CPG Rankings 2021 in the United States: Hair Care
| YOUGOV FMCG/CPG RANKINGS 2021 IN THE US: HAIR CARE | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Dove | 38.8 |
2 | Head & Shoulders | 28.6 |
3 | Pantene | 27.9 |
4 | TRESemmé | 22.6 |
5 | Herbal Essences | 21.8 |
6 | L'Oréal Paris | 20 |
7 | Revlon | 19.3 |
8 | Garnier | 18.7 |
9 | Paul Mitchell | 18 |
10 | Fructis | 15.5 |
The Top 10 Hair Care Brands rankings oder is determined by the highest average Index score in YouGov BrandIndex between August 1st, 2020, to July 31st, 2021.
The Top Improved Hair Care Brands during this time period, listed consecutively, are Dove, Sally Beauty, Revlon, L'Oréal Paris, Nice'n Easy, OGX, Preference, Head & Shoulders, Everpure, and Great Clips.
YouGov FMCG/CPG Rankings 2021 in the United States: Skincare & Cosmetics
| YOUGOV FMCG/CPG RANKINGS 2021 IN THE US: SKINCARE & COSMETICS | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Dove | 45.7 |
2 | Vaseline | 37.7 |
3 | Neutrogena | 35.5 |
4 | Olay | 30 |
5 | Aveeno | 29.1 |
6 | Gold Bond | 28 |
7 | Bath & Body Works | 27.2 |
8 | Jergens | 25.7 |
9 | Maybelline | 23.8 |
10 | SoftSoap | 23.5 |
The Top 10 Skincare & Cosmetic Brands rankings order is determined by the highest average Index score in YouGov BrandIndex between August 1st, 2020, to July 31st, 2021.
The Top Improved Skincare & Cosmetic Brands during this time period, listed consecutively, are CeraVe, Cetaphil, Aquaphor, Aveeno, Vaseline, Jergens, Neutrogena, Olay, Clearasil, and Gold Bond.
YouGov FMCG/CPG Rankings 2021 in the United States: Alcohol
| YOUGOV FMCG/CPG RANKINGS 2021 IN THE US: ALCOHOL | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Jack Daniel's | 23.5 |
2 | Baileys | 23.1 |
3 | Bacardi | 21.8 |
4 | Barefoot | 21.6 |
5 | Crown Royal | 20.8 |
6 | Samuel Adams | 20.1 |
7 | Yellow Tail | 19.5 |
8 | Grey Goose | 18.5 |
9 | Heineken | 18.5 |
10 | Smirnoff | 17.9 |
The Top 10 Alcohol Brands rankings order is determined by the highest average Index score in YouGov BrandIndex between August 1st, 2020, to July 31st, 2021.
The Top Improved Alcohol Brands during this same time period, listed consecutively, are Baileys, Mike's Hard Lemonade, Jameson, Bacardi, Fat Tire, Grey Goose, Corona, Crown Royale, Truly Hard Seltzer, and Tito's.
YouGov FMCG/CPG Rankings 2021 in the United States: Non-Alcoholic Beverages
| YOUGOV FMCG/CPG RANKINGS 2021 IN THE US: NON-ALCOHOLIC BEVERAGES | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Ocean Spray | 36.2 |
2 | Lipton | 34.9 |
3 | Welch's | 34.8 |
4 | V8 | 32.2 |
5 | Gatorade | 32 |
6 | Tropicana | 31.9 |
7 | Minute Maid | 31.4 |
8 | Arizona Iced Tea | 28.5 |
9 | Folgers | 26.9 |
10 | Dole | 26.6 |
The Top 10 Non-Alcoholic Bevarage Brands rankings order is determined by the highest average Index score in YouGov BrandIndex between August 1st, 2020, to July 31st, 2021.
The Top Improved Non-Alcoholic Bevarage Brands during this time period, listed consecutively, are Ocean Spray, Welch's, Minute Maid, Fiji, A&W, Vitamin Water, V8, Red Bull, 5-Hour Energy, and Monster.
YouGov FMCG/CPG Rankings 2021 in the United States: Food & Snack Brands
| YOUGOV FMCG/CPG RANKINGS 2021 IN THE US: FOOD & SNACK BRANDS | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Hershey's | 46.3 |
2 | M&M's | 45.8 |
3 | Quaker | 42.6 |
4 | Cheerios | 42.6 |
5 | Pillsbury | 41.1 |
6 | Kraft | 40.5 |
7 | Reese's | 40.4 |
8 | Ritz | 40.2 |
9 | Oreo | 40.1 |
10 | Lay's | 39.7 |
The Top 10 Food & Snack Brands rankings order is determined by the highest average Index score in YouGov BrandIndex between August 1st, 2020, to July 31st, 2021.
The Top Improved Food Brands & Snacks brands during this time period, listed consecutively, are Bumble Bee, Cheerios, KIND, Nestlé Toll House, Cinnamon Toast Crunch, Ritz, Snyder's, Ruffles, Smartfood, and Fairlife.
To learn more about the methodolgy behind YouGov rankings, receive a free brand health check, or see how close your brand is to the top 10, get 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 until July 31st 2021. 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.