ESM's most recent edition featured the latest Kantar Brand Footprint rankings from across Europe, showcasing the most-chosen brands across the continent. As part of our extensive coverage of this year's report, we present the most popular food brands in Belgium for 2022.
Belgian shoppers appear to be creatures of habit, according to the latest Brand Footprint rankings, with the top ten most-chosen brands remaining unchanged for the second year in a row. Coca-Cola, with a CRP of 52, tops the list, ahead of Lay’s (CRP 47) and biscuit brand Lu (CRP 28).
A number of local brands also break the top ten. Mondelēz-owned chocolate brand Côte d’Or is fourth, having seen a 2% CRP gain to 28, while well-known biscuit brand Lotus places fifth, with its CRP up by 4%, to 28. Spa mineral water (8th, CRP 22) and long-established sauce brand Devos & Lemmens (9th, CRP 21) are other local favourites near the upper end of the list.
Belgium's Most-Chosen Brands
| Rank | Brand | CRPs | Penetration | Consumer Choice |
|---|---|---|---|---|
| 1 | Coca-Cola | 52 | 80 | 12.9 |
| 2 | Lay’s | 47 | 81.9 | 11.3 |
| 3 | Lu | 28 | 76.8 | 7 |
| 4 | Côte d’Or | 28 | 74.6 | 7.3 |
| 5 | Lotus (Lotus Bakeries) | 28 | 76.2 | 7 |
| 6 | Alpro | 26 | 50.2 | 9.2 |
| 7 | Knorr | 23 | 73.9 | 5.9 |
| 8 | Spa | 22 | 47.9 | 8.7 |
| 9 | Devos & Lemmens | 21 | 72.7 | 5.4 |
| 10 | Dr. Oetker | 19 | 67.8 | 5.4 |
Outside the top ten, there were positive gains for Milka, which rose by seven places, to 17th (CRP up by 15%, to 14), as well as Jupiler (26th, up by five), Philadelphia (37th, up by five), snack brand Croky (42nd, up by five) and cheese brand Leerdammer (50th, up by nine), while the biggest mover was Delio, a maker of fresh ready meals and spreads, which rose by 11 places, to 44th (with a CRP gain of 9%).
About The Methodology
The Brand Footprint rankings reveal the brands that are winning at that ‘moment of truth’, indicating the number of times that they are chosen by shoppers. Independent of revenue, it exposes the decisions that consumers are making at the point of sale. The consumer reach points (CRPs) of each brand are calculated by multiplying three metrics: the household population, penetration, and consumer choice. CRPs are Kantar’s measure of ranking the most successful brands by the number of times that they are chosen by consumers throughout the year.
Note that all CRP figures shown measure millions of consumer reach points – i.e. a CRP of 150 would indicate 150 million consumer reach points.
For the complete list of most-chosen brands across Europe, log on to www.kantar.com/campaigns/brand-footprint.
© 2022 European Supermarket Magazine – your source for the latest A-Brands news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.
