Maggi and Dettol rated most-considered FMCG brands in Singapore

YouGov’s FMCG Rankings 2023 reveal the most considered FMCG brands across food, beverage, and personal care. In Singapore, the food and personal care rankings were topped by Nestle’s Maggi (30.3 points) and health and hygiene product brand Dettol (34.2 points) respectively.

The rankings are based on YouGov BrandIndex’s Consideration score, which is a measure of likelihood of purchase from the category. The top ranked rankings show the brands with the highest Consideration score between January 1st 2022 and December 31st 2022.

Next up on the food rankings were snack brands Calbee (27.5 points) and Oreo (25.9 points), followed by the first local brand to make the ranking, Singaporean biscuit manufacturer Khong Guan (23.0 points).

American potato chip brands Lay’s (22.7 points) and Pringles (22.3) – ranked in fifth and sixth – were within 0.4 points of each other, with Japanese convenience food and instant noodle company Nissin closely behind (22.2 points).

Sweet snack Pocky (18.6 points), Malaysia-headquartered biscuit brand Julie’s (18.3 points) and Japanese biscuit Hello Panda (18.3 points) rounded off the top ten.

As for the personal care rankings, Unilever brands Dove (26.0 points), Lifebuoy (19.9 points) were next to come after first-ranked Dettol, followed by Lion Japan’s Kirei Kirei (18.6 points).

British cosmetics, skin care and perfume company The Body Shop was ranked in fifth (18.1 points), with Japan-formulated body wash Shokubutsu closely behind (16.9 points).

P&G’s Gillette was the next most-considered in seventh place (14.6 points), followed by its dandruff shampoo brand Head & Shoulders in ninth (12.2).

Skin and body care brand NIVEA was ranked eighth (13.6), while feminine hygiene product manufacturer Kotex rounded off the top ten most-considered personal care brands (12.2 points).

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Methodology:

YouGov publishes brand rankings yearly based on the data from always-on brand tracker, YouGov BrandIndex. FMCG brands are tracked daily around the world, enabling us to consistently and accurately measure consumer attitudes towards those brands.

The brands in YouGov’s FMCG rankings 2023 were ranked based on Consideration score, which is a measure of likelihood of purchase from the category. The top ranked rankings show the brands with the highest Consideration score between January 1st 2022 and December 31st 2022. To determine the improvers rankings, brands have been sorted by change in consideration score (highest to lowest between the time range of 2022 vs 2021).

The scores are representative of the general population of adults 18+ (some are online representative) except for India which is national urban representation. For all markets, a minimum base size of 100 is mandatory for conclusive results.

All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands included in YouGov’s FMCG top ranked rankings have been tracked for a minimum of 6 months, and all brands included in YouGov’s FMCG improvers rankings have been tracked for a minimum of 18 months.