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 Brazil for the following categories:
- Hair Care
- Personal Care
- Skincare & Cosmetics
- Soft Drinks
- Food
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 Brazil: Hair Care
| YOUGOV FMCG/CPG RANKINGS 2021 IN BRAZIL: HAIR CARE | ||
| Rank | Brand Name | Score |
| 1 | Dove | 41.7 |
| 2 | Pantene | 36.8 |
| 3 | Seda | 33.8 |
| 4 | L'Oréal Paris | 30.5 |
| 5 | Elseve | 29.9 |
| 6 | TRESemmé | 26 |
| 7 | Clear | 22.4 |
| 8 | Head & Shoulders | 17.7 |
| 9 | Embelleze | 17.3 |
| 10 | Koleston | 15.2 |
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The Top 10 Hair 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 Hair Care Brands during this same time period, listed consecutively, are Seda, Wella, L'Oréal Paris, Garnier, Cor&Ton, MAXTON, Embelleze, Elsève, Clear, and BioColor.
YouGov FMCG/CPG Rankings 2021 in Brazil: Personal Care
| YOUGOV FMCG/CPG RANKINGS 2021 IN BRAZIL: PERSONAL CARE | ||
| Rank | Brand Name | Score |
| 1 | Colgate | 60.2 |
| 2 | Oral-B | 46.2 |
| 3 | Dorflex | 31.2 |
| 4 | Close-Up | 29.8 |
| 5 | Sensodyne | 28.4 |
| 6 | Sorriso | 22.8 |
| 7 | Neosaldina | 19.1 |
| 8 | Doril | 16.2 |
| 9 | TYLENOL | 16.2 |
| 10 | Medley | 16.1 |
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The Top 10 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 Personal Care Brands during this same time period, listed consecutively, are Gerovital, EMS, Advil, Sorridente, Centrum, Energil Zinc, Dorflex, Medley, and Sorriso.
YouGov FMCG/CPG Rankings 2021 in Brazil: Skin Care & Cosmetics
| YOUGOV FMCG/CPG RANKINGS 2021 IN BRAZIL: SKINCARE & COSMETICS | ||
| Rank | Brand Name | Score |
| 1 | O Boticário | 62.6 |
| 2 | Natura | 58.1 |
| 3 | Avon | 44.3 |
| 4 | NIVEA | 40.8 |
| 5 | L'Oréal Paris | 27.4 |
| 6 | Risqué | 20.4 |
| 7 | Eudora | 20 |
| 8 | Sundown | 19.4 |
| 9 | Neutrogena | 16.7 |
| 10 | Renew | 16.4 |
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The Top 10 Skincare & Cosmetics 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 & Cosmetics Brands during this same time period, listed consecutively, are Avon, Renew, Revitalift, Neutrogena, Active, Eudora, Olay, Beauty Color, NIVEA, and Regenerist.
YouGov FMCG/CPG Rankings 2021 in Brazil: Soft Drinks
| YOUGOV FMCG/CPG RANKINGS 2021 IN BRAZIL: SOFT DRINKS | ||
| Rank | Brand Name | Score |
| 1 | Coca-Cola | 44.1 |
| 2 | Guaraná Antarctica | 43.9 |
| 3 | Fanta | 31.7 |
| 4 | Nescafé | 31.3 |
| 5 | Água Crystal | 28.5 |
| 6 | H2Oh! | 27.3 |
| 7 | Del Valle | 26.1 |
| 8 | Pepsi | 25.8 |
| 9 | Sprite | 24.6 |
| 10 | Red Bull | 19.7 |
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The Top 10 Soft Drink 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 Soft Drink Brands during this same time period, listed consecutively, are Dolly, Coca-Cola, Coca Zero, Pepsi, Red Bull, TNT Energy, Fanta, Pepsi Max, Sprite, and Del Valle.
YouGov FMCG/CPG Rankings 2021 in Brazil: Food
| YOUGOV FMCG/CPG RANKINGS 2021 IN BRAZIL: FOOD | ||
| Rank | Brand Name | Score |
| 1 | iFood | 48.7 |
| 2 | Nestlé | 41.1 |
| 3 | Sadia | 36.7 |
| 4 | Perdigão | 32.9 |
| 5 | Seara Foods | 29.7 |
| 6 | Burger King | 27.9 |
| 7 | Subway | 25.9 |
| 8 | McDonald's | 24.1 |
| 9 | Uber Eats | 21.4 |
| 10 | Habib's | 20.3 |
| Get in touch to see your brand data | ||
The Top 10 Food 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 during this same time period, listed consecutively, are Friboi, JBS, iFood, McDonald's, McDelivery, Sadia, Seara Foods, Président, BRF, and Xylitol.
To learn more about what goes into 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.
