This statistic presents the leading twenty home care brands ranked by consumer reach points (a measure of brand penetration and consumer choice) in Europe in 2018. That year, Fairy was the leading brand for home care in Europe, with approximately 262 million consumer reach points. Lenor and Zewa ranked in second and third place, with 196 million and 147 million consumer reach points, respectively.
Leading 20 home care brands ranked by consumer reach points* in Europe in 2018
(in millions)
* Consumer reach points are a metric used to measure which brands shoppers are choosing to buy and why. It is calculated by looking at three main indicators:
1. Population: the number of households in a country.
2. Penetration: the share of households buying a brand.
3. Consumer choice: the number of interactions with a brand across categories in a year.
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Kantar Worldpanel. (February 28, 2020). Leading 20 home care brands ranked by consumer reach points* in Europe in 2018 (in millions) [Graph]. In Statista. Retrieved May 30, 2020, from https://www.statista.com/statistics/900355/most-chosen-home-care-brands-europe/
Kantar Worldpanel. "Leading 20 home care brands ranked by consumer reach points* in Europe in 2018 (in millions)." Chart. February 28, 2020. Statista. Accessed May 30, 2020. https://www.statista.com/statistics/900355/most-chosen-home-care-brands-europe/
Kantar Worldpanel. (2020). Leading 20 home care brands ranked by consumer reach points* in Europe in 2018 (in millions). Statista. Statista Inc.. Accessed: May 30, 2020. https://www.statista.com/statistics/900355/most-chosen-home-care-brands-europe/
Kantar Worldpanel. "Leading 20 Home Care Brands Ranked by Consumer Reach Points* in Europe in 2018 (in Millions)." Statista, Statista Inc., 28 Feb 2020, https://www.statista.com/statistics/900355/most-chosen-home-care-brands-europe/
Kantar Worldpanel, Leading 20 home care brands ranked by consumer reach points* in Europe in 2018 (in millions) Statista, https://www.statista.com/statistics/900355/most-chosen-home-care-brands-europe/ (last visited May 30, 2020)
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