Nivea and Mama top YouGov’s FMCG/CPG Rankings 2021 in Thailand

Nivea and Mama top YouGov’s FMCG/CPG Rankings 2021 in Thailand
  • The rankings reveal the FMCG brands that enjoy the best brand health among Thais
  • The FMCG rankings in Thailand are divided into two sub-categories: Packaged Food and Personal Care
  • The top 10 list for Packaged Food heavily features local brands, with Mama taking the top spot

YouGov’s FMCG/CPG Rankings 2021 reveal Nivea and Mama enjoy the best overall brand health among Thais within the Personal Care and Packaged Food categories.

The rankings are compiled using YouGov BrandIndex Index score, a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation scores. The rankings are measured from 1st August 2020 to 31st July 2021.

The rankings in Thailand are divided into two sub-categories: Personal Care and Packaged Food.

Personal Care

Within Personal Care, Nivea tops the rankings, with an Index score of +42.0. Vaseline and Dettol follow in second (39.6) and third (33.6).

Sunsilk lands in fifth (31.6), Protex in sixth (30.6), Garnier in eighth (29.3) and LUX in ninth (28.9).

Thai brands fare well among global names with Smooth-E taking the seventh spot (30.3) and Care taking the tenth place (28.7) in the rankings.

Packaged Food

In the Packaged Food category, popular Thai brand Mama ranks first, with an Index score of 44.0. The top 10 list for Packaged Food in Thailand heavily features local brands. Besides Mama, other brands included in the list are Charoen Pokphand (CP) at number four (37.3), Foremost at seven (31.3), Wai Wai at eight (30.9) and YumYum at nine (30.2).

Other than these, global brands such as Ovaltine (41.2), Lays (37.6), Milo (36.5) and Bear Brand (30.1) also appear in the top 10 rankings this year.

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.

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