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 Germany for 2022.
There’s no moving Dr. Oetker from the top of the Brand Footprint rankings for Germany. The bakery and pizza giant grew its CRP by 5% last year (to 410), putting it well ahead of the competition for another year.
Bakery firm Harry places second, with a CRP of 298 (up by 5%), while the biggest mover in the top ten is dairy firm Müller, which records a CRP of 283 – up by 10%, year on year – and rises three places, to 4th.
Germany's Most-Chosen Brands
| Rank | Brand | CRPs | Penetration | Consumer Choice |
|---|---|---|---|---|
| 1 | Dr. Oetker | 410 | 85.6 | 10.7 |
| 2 | Harry | 298 | 51.1 | 13.9 |
| 3 | Coca-Cola | 297 | 58 | 12.5 |
| 4 | Müller | 283 | 65.8 | 10 |
| 5 | Knorr | 274 | 76.5 | 8.2 |
| 6 | Kinder | 268 | 64.9 | 9.7 |
| 7 | Maggi | 260 | 72.1 | 8 |
| 8 | Haribo | 233 | 67.3 | 8.5 |
| 9 | Milka | 226 | 72.8 | 7.4 |
| 10 | Alnatura | 188 | 36.7 | 8.3 |
Among the main movers further down the list, dairy firm Meggle (27th, CRP 102), Alpro (35th, CRP 90) and Nestlé (46th, CRP 70) all rise by six places in the rankings, but these pale in comparison to the growth of Red Bull, which has risen by 20 places in the rankings, to 39th, reporting a CRP of 79 (a 33% increase).
Going the other way are brands including Barilla (31st, CRP 97), which drops by six places, Südzucker (37th, CRP 88), which records a decline of 13 places, and chewing-gum brand Wrigley, which goes down by five places, to 50th (CRP 67).
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.
