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 Brand Footprint rankings for Denmark show that Arla remains the country’s most-chosen brand by some distance, reporting a CRP of 92 – well ahead of Änglamark (CRP 55), in second place. Rounding off the top three is bakery brand Schulstad, with a CRP of 49.
The remainder of the top ten has seen some changes – Karolines Køkken climbs one rank, to claim fourth, with a CRP of 37, replacing dairy brand Cheasy (CRP 34), which falls by one place, to fifth.
Confectionery brand Toms (CRP 23) jumps by two positions, to sixth, while dairy brand Thise (CRP 21) drops by two places, to eighth. Lurpak (7th, CRP 22), K-Salat (9th, CRP 20) and Pålækker (10th, CRP 20) all hold on to their positions.
Outside the top ten, Danish beer brand Harboe jumps by three places, to 11th, with a CRP of 19, while confectionery brand Haribo (CRP 17) rises by eight places, to 14th, and salami brand 3-Stjernet (CRP 17) goes up by three spots, to 15th.
The biggest mover is Den Grønne Slagter (CRP 9), a meat alternative brand that rises by 15 places, to sit in 40th position.
In contrast, soft-drink giant Coca-Cola (CRP 15) drops by two places, to 18th, spread brand Kærgården (CRP 13) goes down by three places, to 24th, and Farmæg (CRP 12) sees a drop of 16 places, to 27th.
Denmark's Most-Chosen Brands
| Rank 2022 | Brand | CRP (M) | Pen 2022 |
|---|---|---|---|
| 1 | Arla | 92.0 | 96.5 |
| 2 | Änglamark | 55.0 | 64.2 |
| 3 | Schulstad | 49.0 | 88.7 |
| 4 | Karolines Køkken | 37.0 | 94.7 |
| 5 | Cheasy | 34.0 | 81.1 |
| 6 | Toms | 23.0 | 82.1 |
| 7 | Lurpak | 22.0 | 89.2 |
| 8 | Thise | 21.0 | 54.5 |
| 9 | K-Salat | 20.0 | 77.2 |
| 10 | Pålækker | 20.0 | 78.4 |
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.
