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 Czechia for 2022.
Local pride is strongly evident in the Brand Footprint rankings for Czechia, with long-established confectionery brand Orion – now owned by Nestlé – topping the rankings with a CRP of 80 (a 1% increase on the previous year). Dairy brand Kunín places second (CRP 70, down by 6%), followed by Orkla-owned meal accompaniments brand Vitana (CRP 61, up by 3%).
In fact, the only non-Czech brands to make the top ten are Dr. Oetker, rising by one place, to fifth (CRP 43), and Coca-Cola, which places tenth, with a CRP of 28.
Czechia's Most-Chosen Brands
| Rank | Brand | CRPs | Penetration | Consumer Choice |
|---|---|---|---|---|
| 1 | Orion | 80 | 94.7 | 18.1 |
| 2 | Kunín | 70 | 94.9 | 15.7 |
| 3 | Vitana | 61 | 95.2 | 13.1 |
| 4 | Jihočeské | 53 | 89.9 | 12.1 |
| 5 | Dr. Oetker | 43 | 91 | 10.1 |
| 6 | Penam | 40 | 82.2 | 10.4 |
| 7 | Relax | 33 | 74.9 | 9.1 |
| 8 | Sedita | 33 | 75.6 | 9.5 |
| 9 | Kofola | 30 | 56.7 | 11.5 |
| 10 | Coca-Cola | 28 | 58.2 | 10.6 |
Positive movers further down the list include snack brand Bohemia, which gains five places, to sit in 14th (CRP up by 14%, to 27), Hellmann’s, up by five places, to 18th (CRP 23), Pepsi, up by seven places, to 19th (CRP 23), and dairy firm Milko, which goes up by six places, to 24th (CRP 20).
In terms of position, the biggest gains were made by Božkov, a rum brand, spreadable cheese brand Lučina, and cereal bar brand Emco, each of which rose by 13 places – to 36th, 49th and 50th, respectively.
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.
