ESM's most recent edition featured the latest Kantar Brand Footprint rankings from across Europe, showcasing the most-chosen brands in several European markets.
The top ten brands in Belgium have shown little change since last year, with the top five all maintaining their positions. Coca-Cola retains first place, with a CRP of 51, followed by snack company Lay’s, in second, with a CRP of 46, and chocolate-maker Côte D’Or, in third, with a CRP of 25.
Lotus Bakeries follows, in fourth, with a CRP of 23, while plant-based company Alpro places fifth, with a CRP of 23. Spa (CRP 22) overtakes Knorr (CRP 21) into sixth place, while bakery firm La Lorraine (CRP 20) is a new addition to the top ten this year, jumping by three places, to eighth.
Outside the top ten, chocolate brand Milka (CRP 15) jumps by three places, to 11th, Fanta (CRP 11) goes up by six places, to 20th, Schweppes (CRP 9) rises by nine places, to 31st, and snack brand Croky (CRP 8) gains eight places, to sit in 34th. The biggest mover is Aoste (CRP 7), a producer of sliced meats and meat-based snacks, which rises by 18 places, to 39th, while Crelem Bakeries (CRP 7) also goes up by 18 places, to 43rd.
Elsewhere, biscuit brand Lu (CRP 18) drops out of the top ten, falling by two places, to 11th, Balade (CRP 7) goes down by nine places, to 36th, Danone (CRP 7) drops by 11 places, to 45th, and Becel (CRP 7) falls by ten places, to 48th.
Belgium's Most-Chosen Brands
| Rank 2022 | Brand | CRP (M) | Pen 2022 |
|---|---|---|---|
| 1 | Coca-Cola | 51.0 | 80.3 |
| 2 | Lay's | 46.0 | 82.9 |
| 3 | Cote D'Or | 25.0 | 73.8 |
| 4 | Lotus Bakeries | 23.0 | 71.7 |
| 5 | Alpro | 23.0 | 48.0 |
| 6 | Spa | 22.0 | 47.0 |
| 7 | Knorr | 21.0 | 72.5 |
| 8 | La Lorraine | 20.0 | 51.2 |
| 9 | Devos Lemmens | 20.0 | 70.3 |
| 10 | Dr. Oetker | 19.0 | 66.8 |
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.
