Renova becomes the first non-food brand to enter the Brand Footprint 2026 Top 10
20 July 2026Portuguese brand rises to seventh place and strengthens its leadership in the household care category
Renova is the non-food brand most frequently chosen by consumers in Portugal, according to the Brand Footprint 2026 study by Worldpanel by Numerator, which assesses brand performance using the Consumer Reach Points (CRP) metric.
The Portuguese tissue paper brand ranked seventh overall among fast-moving consumer goods brands, climbing two places compared with the previous edition and further strengthening its leadership in the household care category.
With 11 million Consumer Reach Points, Renova is purchased by 58% of Portuguese households and recorded a 3.3% increase in the number of consumer choices.
In a Top 10 dominated by food and drink brands, Renova stands out as the highest-ranked non-food brand, ahead of every brand in the personal care, beauty and household cleaning categories. This result further reinforces Renova’s role in the everyday lives of Portuguese consumers.
The brand’s performance reflects a strategy focused on sustainable growth, combining increased retail presence, continuous innovation and the ability to create new usage occasions. One example is Renova’s range of napkins featuring a variety of designs.
During the period under review, Renova increased its household penetration by 1.1 percentage points, bucking the downward trend seen in some more traditional categories.
Of the 50 most frequently chosen fast-moving consumer goods brands included in Brand Footprint 2026, 26 are Portuguese, accounting for 52% of the ranking. Collectively, these 50 brands reach 99.7% of households in Portugal and feature in 38% of fast-moving consumer goods shopping baskets.
The findings show that Portuguese brands continue to play a central role in purchasing decisions and remain highly competitive alongside major international brands.
Renova is:
- the most frequently chosen non-food brand in Portugal;
- ranked seventh overall among fast-moving consumer goods brands;
- the leading brand in the household care category;
- present in 58% of Portuguese households;
- chosen approximately 11 million times a year, as measured by Consumer Reach Points.
About Brand Footprint
Brand Footprint is the world’s largest study of consumer choice across fast-moving consumer goods brands.
Developed by Worldpanel by Numerator, the study uses Consumer Reach Points, a metric that combines three factors: the number of households in a market, the percentage of households purchasing a particular brand and the frequency with which that brand is purchased over the course of a year.
In Portugal, the analysis of in-home consumption is based on a panel of 4,000 households.
About Renova
Renova is a Portuguese fast-moving consumer goods brand specialising in tissue paper products.
A longstanding market leader in Portugal, Renova is present across five continents and follows a strategy centred on continuous innovation and the development of new solutions.
The brand aims to become an increasingly relevant part of everyday life by offering distinctive, exclusive products to consumers around the world.
Renova, The Sexiest Paper on Earth