Which are the most considered beverage and personal care brands in the US?

The second edition of YouGov’s annual Global FMCG/CPG Rankings Report uncovers the most-considered food, beverage, and personal care brands in 18 markets around the world. In the US, the beverages and personal care rankings were topped by PepsiCo’s Gatorade (31.6 points) and hair and skin care brand Dove (43.2 points) respectively.

The top ranked rankings show the brands with the highest Consideration score, as per YouGov BrandIndex, between January 1st, 2022, and December 31st, 2022.

Next up on the Beverages list is Ekaterra-owned tea brand Lipton with a score of 30.2 percentage points. It is followed by Ocean Spray, a beverage brand owned by the American agricultural cooperative Ocean Spray Cranberries, Inc. (28.6 points).

Massachusetts-based Welch’s - owned by the National Grape Cooperative Association - registers a score of 25.4 points to occupy eighth place followed by V8 (25.2) and Folgers (24.2). 

Coming to the personal care rankings in the US, the top-ranked Dove is followed by oral care and hygiene brands Crest (38.3) and Colgate (37.1) in second and third place.

While the Johnson & Johnson owned oral care brand Listerine registers a score of 29.3 points, Unilever’s Suave comes in a distant seventh with a score of 26.4. 

The gap, however, starts to narrow as we move down the rankings.

Proctor & Gamble’s skincare range Olay occupies eighth place with a score of 26.1 points followed by its safety razors and personal care range Gillete in tenth (25.7).

Want to see how other markets compare or explore the Food rankings in the US? Download the full report here.

The 2023 Global FMCG/CPG Rankings Report uses Consideration scores – part of YouGov BrandIndex’s 16 brand health metrics - to offer a benchmark for FMCG/CPG brands across 18 key international markets. 

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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.