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 Denmark for 2022.
Denmark is renowned for the quality of its dairy produce, and thus it’s no surprise that its domestic dairy powerhouse, Arla, tops the Brand Footprint rankings by some margin, recording a CRP of 101 (a 1% increase). Following a 34% increase in CRP (to 53), year on year, Änglamark ranks second, just ahead of Schulstad, a bakery brand (CRP 48).
Other Arla-owned brands Cheasy (CRP 39, up by 14%) and Karolines Køkken (CRP 37, up by 3%) come in fourth and fifth, respectively, while other local favourites, including Thise (6th, CRP 24), confectionery brand Toms (8th, CRP 22) and Stryhns Gruppen-owned K-Salat (9th, CRP 22) all feature strongly.
Denmark's Most-Chosen Brands
| Rank | Brand | CRPs | Penetration | Consumer Choice |
|---|---|---|---|---|
| 1 | Arla | 101 | 96 | 34.8 |
| 2 | Änglamark | 53 | 62.1 | 20.8 |
| 3 | Schulstad | 48 | 88 | 20 |
| 4 | Cheasy | 39 | 79.7 | 16.9 |
| 5 | Karoline’s Køkken | 37 | 94 | 13.7 |
| 6 | Thise | 24 | 55.1 | 14.3 |
| 7 | Lurpak | 23 | 90.3 | 9.1 |
| 8 | Toms | 22 | 81 | 10.1 |
| 9 | K-Salat | 22 | 79.1 | 9.7 |
| 10 | Pålækker | 21 | 78.7 | 9.3 |
There are some notable movers further down the list. World food brand Santa Maria rises by 16 places, to 19th, having seen its CRP rise by an impressive 91%, to 17, confectionery brand Marabou goes up by seven places, to 31st (CRP 11), cheese brand Castello rises by eight places, to 35th (CRP 10), and mustard-maker Bähncke rises by 11 places, to 40th (CRP 10).
Easis, a maker of no-added-sugar confectionery and snacks, is another interesting climber, gaining 20 places to sit in 45th, as well as a 56% increase in CRP (to 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.
