- The rankings reveal the brands that enjoy the best brand health among Singaporeans
- The FMCG rankings in Singapore are divided into two sub-categories: Personal Care and Packaged Food
- Dettol leads the Personal Care rankings after witnessing strong brand affinity amidst the pandemic
- Asian brands feature prominently in the top 10 rankings for Packaged Food
YouGov’s FMCG/CPG Rankings 2021 reveal Dettol and Oreo are the FMCG brands that enjoy the best brand health among Singaporeans.
The FMCG rankings in Singapore are divided into two sub- categories: Personal Care and Packaged Food.
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.
Personal Care
Dettol leads the Personal Care rankings in Singapore with an Index score of +39.6. With the pandemic putting an additional focus on health; it is not surprising to see the leading personal hygiene brand take the top spot in the 2021 rankings.
Dove takes the second place in the rankings (score of 26.5), followed by The Body Shop in third (25.4) and Lifebuoy in fourth (22.5).
Two Japanese brands feature in the list- Kirei Kirei in the fifth position (20.2), followed by Shokubutsu in sixth (19.7).
Popular global names such as L’Oréal Paris (17.9), Gillette (17.7), Nivea (16.6) and Head & Shoulders (12.5) complete the top ten for Personal Care in Singapore.
Packaged Food
Within the ‘Packaged Food’ category, Oreo emerged as the healthiest brand, with an Index score of 27.9.
Asian brands feature prominently in the 2021 top 10 rankings for Packaged Food. Japanese snack brands Calbee, Nissin and Pocky appear in the list in second (25.9), sixth (20.3) and tenth (18.0), respectively. Homegrown brand Khong Guan places in fourth (23.0) and Malaysian biscuit brand Julie’s occupies the ninth position (18.1).
American brands have also fared well among Singaporeans. Lays takes the fifth spot (20.4), Pringles is placed in seventh (20.1) and Heinz in eighth (19.6). Finally, Swiss brand Maggi (23.0) completes Singapore’s top 10 list for packaged foods.
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.
About YouGov
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Our mission is to supply a continuous stream of accurate data into what the world thinks, so that organisations can better serve the communities that sustain them.
Our 15 million registered members provide us with a highly engaged proprietary panel that delivers thousands of data points on consumer opinions, attitudes and behaviour on a daily basis. We combine this continuous stream of data with our research expertise to provide insights that enable intelligent decision-making and informed conversations.
With operations in the UK, North America, Mainland Europe, the Nordics, the Middle East, India and Asia Pacific, YouGov has one of the world’s largest research networks.
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