YouGov FMCG/CPG Rankings 2021 - United States

YouGov FMCG/CPG Rankings 2021 - United States

YouGov - September 22nd, 2021

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

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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

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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

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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

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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

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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

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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.