Singapore – The recent FMCG brand rankings by YouGov has revealed that food brand Maggi and hygiene product brand Dettol are the most-considered fast-moving consumer goods (FMCG) brands in Singapore.
Based on YouGov’s BrandIndex’s Consideration score, Maggi scored 30.3 points whilste Dettol scored 34.2 points. Said metric is a measure of likelihood of purchase from the category.
Next up on the food rankings were snack brands Calbee (27.5 points) and Oreo (25.9 points), followed by the first local brand to make the ranking, Singaporean biscuit manufacturer Khong Guan (23.0 points).
Meanwhile, American potato chip brands Lay’s (22.7 points) and Pringles (22.3) – ranked in fifth and sixth – were within 0.4 points of each other, with Japanese convenience food and instant noodle company Nissin closely behind (22.2 points). Sweet snack Pocky (18.6 points), Malaysia-headquartered biscuit brand Julie’s (18.3 points) and Japanese biscuit Hello Panda (18.3 points) rounded off the top ten.
In the personal care product category, Unilever brands Dove (26.0 points), Lifebuoy (19.9 points) were next to come after first-ranked Dettol, followed by Lion Japan’s Kirei Kirei (18.6 points).
In addition, The Body Shop was ranked in fifth (18.1 points), with Japan-formulated body wash Shokubutsu closely behind (16.9 points). P&G’s Gillette was the next most-considered in seventh place (14.6 points), followed by its dandruff shampoo brand Head & Shoulders in ninth (12.2).
Lastly, skin and body care brand NIVEA was ranked eighth (13.6), while feminine hygiene product manufacturer Kotex rounded off the top ten most-considered personal care brands (12.2 points).
In a recent report, YouGov has also recently recognised DBS and POSB as the most-considered banking brands in the country. Meanwhile, in overall brand rankings, the country’s airline carrier Singapore Airlines emerged as the top brand for 2022, bagging the spot for five consecutive years.