Last Tuesday night (22), São Paulo was the stage for revealing the results of the 34th edition of Folha Top of Mind, the most comprehensive brand recall survey in Brazil. Carried out by Datafolha, the research involved more than 7,500 interviews in 171 municipalities in all regions of the country, including the Federal District, covering 82 categories of products and services. This year, the award once again recognized iconic brands such as Nike and Omo, which shared the top spot with Coca-Cola in previous editions.
The research, which since its creation in 1991 began with just 14 categories, has grown in size and relevance, following changes in the market and society. In 2024, themes such as clean energy, sustainability and social responsibility stood out among the topics debated, reflecting the new demands of the Brazilian consumer for brands that care about the environment and with more ethical practices.
The Champions: Nike and Omo at the Top of the Podium
In the most coveted category, Top of the Top, Nike was once again crowned as the most remembered brand among Brazilians, with a mention rate of 12% among men and 20% among young people aged 16 to 24, an audience that values innovation and authenticity. In contrast, the brand is remembered by just 2% of consumers over 60, highlighting its generational appeal.
Omo, in turn, consolidated its leadership position among women, reaching 7% of recall, and among consumers aged 45 and over, with 8%. The brand’s longevity reflects its strong presence in Brazilian homes, being synonymous with tradition and efficiency in clothing care.
Diversity of Sectors and Regional Preferences
The Folha Top of Mind survey showed that Brazilian consumer preferences vary not only by age group and gender, but also by regions and income levels. In the financial segment, Banco do Brasil was the highlight in the Northeast region, while Nubank reaffirmed its dominance among young audiences aged 16 to 34. Mercado Pago shone as the most remembered payment machine, especially among consumers in the North region.
In the hygiene and beauty sector, brands such as Semper Livre, Cor&Ton, Nivea, Risqué, Neve, Colgate, Dove and Sensodyne stood out in different age and demographic groups, confirming their strength in a competitive market.
Innovation in Communication and Technology
In the communications sector, Vivo was the big winner, dominating three categories: 5G connection, broadband internet operator and cell phone operator. In partnership with Claro, Vivo divided the top spot in some of these categories, especially in metropolitan regions, where technological advances are most intense.
Sustainability in Focus: Natura and Ypê Lead the Environmental Commitment
With the public’s growing interest in environmental issues, ecologically responsible brands have also gained prominence. Natura, recognized for its sustainable operations, was the favorite among more educated consumers, while Ypê presented a balanced performance in all segments, reaffirming its commitment to environmentally correct practices.
The Growth of Search: From 14 to 82 Categories
Created in 1991, the Folha Top of Mind survey began with just 14 categories, but over the years has expanded its scope to reflect changes in the market and consumer preferences. In 2024, the research encompassed 82 categories, including segments ranging from food and transportation to shopping and tourism. The central question asked to interviewees — “What is the first brand that comes to mind?” — is the basis for identifying the strongest brands present in the consumer’s memory.
This year, the award also included a debate on the importance of clean energy and the growing need for social responsibility. In addition to the winners, opinion articles enriched the event, discussing how brands can contribute to a more sustainable future.
The Importance of the Top of Mind Sheet
Folha Top of Mind is much more than an award; it works as a barometer for the advertising and business market, indicating which brands are at the top of consumers’ minds and which trends are on the rise. For companies, being Top of Mind means having relevance, influence and a genuine connection with their audience. For consumers, award-winning brands are those that are part of their everyday lives, representing trust, quality and innovation.
With a robust and comprehensive methodology, Folha Top of Mind continues to be one of the main events for companies that wish not only to be remembered, but also to gain a prominent place in the Brazilian market.
