May 23, 2013 • By

Kantar: Yoplait among world’s top brands

Yoplait ranked among the 50 most chosen consumer brands around the world in an inaugural ranking introduced by Kantar Worldpanel, a market research firm.

Kantar’s Brand Footprint Ranking highlighted the most chosen fast-moving consumer goods in 34 countries on four continents. The rankings were based on what Kantar calls “consumer reach points,” which measure a brand’s strength based on how many shoppers are buying brands and how often. The study was released earlier this month.

Yoplait ranked 29th with a consumer reach points score of 596 million. The brand was right behind Fanta, a soft drink brand owned by Coca-Cola, which had a score of 625 million points, and just ahead of 30th ranked Activia, a yogurt brand owned by Danone, which tallied 591 million points.

“Yoplait is a cherished brand in many regions of the world and we are working on making the brand even stronger globally through breakthrough innovation and by leveraging General Mills capabilities,” says Olivier Faujour, vice president and president of our Yoplait International strategic business unit.

Yoplait a global brand

With General Mills’ July 2011 acquisition of a 51 percent controlling interest in Yoplait S.A.S., and a 50 percent interest in a related entity that holds the worldwide Yoplait brands, we became the world’s No. 2 yogurt company.

Internationally, Yoplait has direct operations in Belgium, Canada, France,  Ireland, Sweden and the UK, and a network of 26 Yoplait licensees around the world. General Mills, of course, has been the U.S. licensee since 1977, where we built Yoplait into the No. 1 yogurt brand in the U.S.

Yoplait is available in 70 countries with strong market positions in several regions, including Australia and Mexico.

In France, Yoplait is the market leader in several yogurt categories, including:

  • Panier de Yoplait fruit yogurt
  • Yop drinkable yogurt
  • Calin fromage frais (literally “fresh cheese,” tasting like a cross between soft cheese and yogurt)
  • Perle de Lait dessert yogurt
  • Petits Filous yogurt for kids

Yoplait is also the market leader in the kids yogurt category in the UK.

Today, more than 18,700 Yoplait products are eaten every minute around the world.

In the Kantar Worldpanel study, Yoplait also ranked eighth among the top 10 global food brands. The top-ranked food brand was Nestle’s Maggi, maker of soups, ketchups, sauces and instant noodles. Overall, Maggi ranked sixth.

Other notable food brands that made the top 50 global list and their overall rankings include Knorr, 8; Lay’s, 9; Oreo, 17; Bimbo, 18; Ajinomoto, 19; Heinz, 26, and Quaker, 33.

According to Kantar, the strongest global brands demonstrated their ability to understand and respond to local needs and to reach the most remote consumers in rural areas of emerging markets by building larger distribution networks.

Kantar measured how many households purchased a brand at least once in 2012 (representing penetration) and the average number of times households bought the brand (representing frequency). These two numbers were multiplied to obtain each brand’s “consumer reach points” score.

This marks the second time this year that Yoplait was honored for being one of the world’s top brands.

In March, Yoplait was named the top U.S. yogurt brand of the year in the 2013 Harris Poll EquitTrend study.