Marking the first in our 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, 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.
YouGov FMCG/CPG Rankings 2021 in Singapore: Personal Care
In Singapore, FMCG/CPG brand Dettol led the Personal Care list this year with a score of 39.6, sitting ahead of Dove with a score of 26.5. The Body Shop came in a close third scored 25.4. The fourth position was Lifebuoy scoring 22.5. Rounding out the top five Kirei Kirei scored 20.2.
| YOUGOV FMCG/CPG RANKINGS 2021 IN SINGAPORE: PERSONAL CARE | ||
| Rank | Brand Name | Score |
| 1 | Dettol | 39.6 |
| 2 | Dove | 26.5 |
| 3 | The Body Shop | 25.4 |
| 4 | Lifebuoy | 22.5 |
| 5 | Kirei Kirei | 20.2 |
| 6 | Shokubutsu | 19.7 |
| 7 | L'Oréal Paris | 17.9 |
| 8 | Gillette | 17.7 |
| 9 | Nivea | 16.6 |
| 10 | Head & Shoulders | 12.5 |
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Chart shows the brands with the highest average Index score between August 1st, 2020 to July 31st, 2021
YouGov FMCG/CPG Top Improvers 2021 in Singapore: Personal Care
In the most improved personal care brand list in Singapore, Lifebuoy came up on top with a rise of +3.1 points, sitting ahead of Kirei Kirei (+2.4 points). The third and fourth places were taken by Garnier and Dettol, both have improved +1.5 points. Top five improved list is completed by Pantene, with an increase of 0.7 points.
| YOUGOV FMCG/CPG TOP IMPROVERS 2021 IN SINGAPORE: PERSONAL CARE | ||||
| Rank | Brand Name | 2021 Score | 2020 Score | Change in Score |
| 1 | Lifebuoy | 22.5 | 19.3 | 3.1 |
| 2 | Kirei Kirei | 20.2 | 17.8 | 2.4 |
| 3 | Garnier | 8.5 | 7.0 | 1.5 |
| 4 | Dettol | 39.6 | 38.1 | 1.5 |
| 5 | Pantene | 10.1 | 9.4 | 0.7 |
| 6 | Brylcreem | 1.7 | 1.0 | 0.7 |
| 7 | Sunsilk | 9.1 | 8.5 | 0.6 |
| 8 | Palmolive | 5.8 | 5.3 | 0.4 |
| 9 | Head & Shoulders | 12.5 | 12.1 | 0.4 |
| 10 | Protex | 4.2 | 3.8 | 0.4 |
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Scores show average data from August 1st 2020 to July 31st 2021, compared to August 1st 2019 to July 31st 2020.
YouGov FMCG/CPG Rankings 2021 in Singapore: Packaged Food
For the Packaged Food category, Oreo led the list this year with a score of 27.9. But hot on its tail, Calbee came in second with a score of 25.9. The third and fourth positions were taken by Maggi and Khong Guan, both with an index score of 23.0. Rounding out the top five Lay's scoring 20.4.
| YOUGOV FMCG/CPG RANKINGS 2021 IN SINGAPORE: PACKAGED FOOD | ||
| Rank | Brand Name | Score |
| 1 | Oreo | 27.9 |
| 2 | Calbee | 25.9 |
| 3 | Maggi | 23.0 |
| 4 | Khong Guan | 23.0 |
| 5 | Lay's | 20.4 |
| 6 | Nissin | 20.3 |
| 7 | Pringles | 20.1 |
| 8 | Heinz | 19.6 |
| 9 | Julie's | 18.1 |
| 10 | Pocky | 18.0 |
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Chart shows the brands with the highest average Index score between August 1st, 2020 to July 31st, 2021
YouGov FMCG/CPG Top Improvers 2021 in Singapore: Packaged Food
Doritos topped Singapore's most improved packaged food brand list this year, with a rise of 1.6 points, while Julie's came in a very close second (up +1.6 points). The top five list was completed by Nissin (+0.9 points), Roller Coaster (+0.9 points) and Loacker (+0.9 points), where the brands sitting in the third, fourth and fifth positions respectively.
| YOUGOV FMCG/CPG TOP IMPROVERS 2021 IN SINGAPORE: PACKAGED FOOD | ||||
| Rank | Brand Name | 2021 Score | 2020 Score | Change in Score |
| 1 | Doritos | 14.5 | 12.9 | 1.6 |
| 2 | Julie's | 18.1 | 16.6 | 1.6 |
| 3 | Nissin | 20.3 | 19.3 | 0.9 |
| 4 | Roller Coaster | 7.3 | 6.4 | 0.9 |
| 5 | Loacker | 17.5 | 16.6 | 0.9 |
| 6 | Koka | 11.1 | 10.2 | 0.9 |
| 7 | Pringles | 20.1 | 19.3 | 0.8 |
| 8 | Nongshim | 10.6 | 9.8 | 0.8 |
| 9 | Calbee | 25.9 | 25.2 | 0.7 |
| 10 | Jack 'n Jill | 13.9 | 13.2 | 0.7 |
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Scores show average data from August 1st 2020 to July 31st 2021, compared to August 1st 2019 to July 31st 2020.
The rankings data is drawn from our daily brand tracking tool BrandIndex, which continuously measures the public’s perception of brands within the FMCG/CPG sector around the globe. Want to know more? To see your brand’s Index ranking please click here and one of our experts will be 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 to July 31st 2021. The improver chart ranks the brands with the highest increase in Index, comparing scores from the previous 12-month period. To be included in the improver list, the variance must be positive. 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 and at least 18 months to be included in the improver rankings (as well as being currently tracked).