ESM's most recent edition featured the latest Kantar Brand Footprint rankings from across Europe, showcasing the most-chosen brands in several European markets.
Confectionery brand Orion has retained its position as the most-chosen brand in Czechia, with a CRP of 69, according to the latest Brand Footprint data.
The top five are all unchanged – dairy brand Kunín holds on to second place, with a CRP of 56, Vitana remains in third, with a CRP of 56, Jihočeské places fourth, with a CRP of 49, and Dr. Oetker retains fifth position, with a CRP of 38.
Climbing two places, confectionery brand Sedita takes sixth, with a CRP of 36, displacing Penam (7th, CRP 34). Coca-Cola (CRP 33) gains two places, to take eighth, while Relax (CRP 32) drops by two positions, to ninth, and Kofola (CRP 30) drops by one position, to tenth.
Outside of the top ten, non-alcoholic beer brand Birell (CRP 28) is a major mover, jumping by ten places, to claim 11th, while Florian (CRP 22) jumps by four places, to 18th, and Olma (CRP 22) rises by four places, to 19th. Dairy manufacturer Agricol (CRP 12) makes the biggest gains, rising by 22 places, to 43rd.
Among the brands dropping down the list are chocolate brand Milka (CRP 25), which drops by three places, to 15th, while Hamé (CRP 23) goes down by four places, to 17th, Magnesia (CRP 21) drops by four places, to 20th, and Hellmann’s (CRP 21) also falls by four spots, to 22nd. Cheese brand Président (CRP 11) sees the biggest fall, dropping by 14 places, to 49th.
Czechia's Most-Chosen Brands
| Rank 2022 | Brand | CRP (M) | Pen 2022 |
|---|---|---|---|
| 1 | Orion | 69.0 | 93.3 |
| 2 | Kunín | 56.0 | 92.7 |
| 3 | Vitana | 56.0 | 94.1 |
| 4 | Jihočeské | 49.0 | 89.5 |
| 5 | Dr. Oetker | 38.0 | 88.6 |
| 6 | Sedita | 36.0 | 77.1 |
| 7 | Penam | 34.0 | 79.3 |
| 8 | Coca-Cola | 33.0 | 61.0 |
| 9 | Relax | 32.0 | 74.5 |
| 10 | Kofola | 30.0 | 56.7 |
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.
