US Top 10 CPG Brand Improvers 2023: Personal care and beverage brands
March 16th, 2023, Bhavika Bansal

US Top 10 CPG Brand Improvers 2023: Personal care and beverage brands

The second edition of YouGov’s annual Global FMCG Rankings Report uncovers the most-considered food, beverage, and personal care brands across the world with a focus on the brands which have seen the highest year-on-year increase in score. In the US, the Top 10 Improvers lists for personal care and beverages were topped by L’Oreal-owned CeraVe (with a change of 2.8 points) and Coca-Cola (with a change of 2.0 points) respectively.

The top improvers rankings sort the brands by the year-on-year (YOY) change in their Consideration scores as per YouGov BrandIndex - the YOY change is calculated as the difference between a brand’s average Consideration score for the current and previous year - in this case 2022 and 2021.

In a distant second behind CeraVe, the American over-the-counter skincare ointment Aquaphor registers a rise of 1.9 points in its Consideration score. Vaseline (change of 1.7 points) occupies third place followed closely by L’Oreal Paris Hair Care with an increase of 1.5 points.


Moving up from a score of 4.9 percentage points in 2021 to 6.0 percentage points in 2022, Dove Baby rounds out the top 10 improvers personal care list for the US.

Coming to beverage brands, POWERADE comes in second, behind Coca-Cola, with a rise of 1.9 points in its Consideration score.


The second place is occupied jointly by Gatorade and Minute Maid (a rise of 1.8 points for both) followed by Lipton (a rise of 1.5 points), Folgers (plus 1.4 points) and Coca-Cola Zero Sugar (a 1.4-point increase).

The Keurig Dr Pepper-owned apple-based Motts (a rise of 1.3 points) and McCafe (an increase of 1.2 points) round out the top 10.

Want to see how other markets compare or explore the other CPG top improvers 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. 

Get in touch with us to see how your brand ranks against the competition in your markets.


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.

Photo by Stephen Kong on Unsplash