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 Greece for 2022.
There’s a new number-one/most-chosen brand at the top of the Brand Footprint rankings for Greece, with Coca-Cola overtaking bakery- and biscuit-maker Papadopoulos to take the top spot. The soft-drink giant reported an 8% increase in CRP, to 17, as well as increasing its penetration (to 85.4) and consumer choice (to 10.2).
Dairy brand Olympos also made good gains in CRP for the second year in a row. The third-placed brand saw its CRP go up by 8%, to 16. Greek coffee brand Papagalos (CRP 11, down by 1%) and dairy firm NoyNoy (CRP 10, up by five), hold on to fifth and sixth place, respectively, while other domestic brands to make the top ten include Melissa (7th, CRP 10), Giotis (8th, CRP 9) and canned-vegetable firm Kyknos (10th, CRP 8).
Greece's Most-Chosen Brands
| Rank | Brand | CRPs | Penetration | Consumer Choice |
|---|---|---|---|---|
| 1 | Coca-Cola | 17 | 85.4 | 10.2 |
| 2 | Papadopoulou | 17 | 94.1 | 8.3 |
| 3 | Olympos | 16 | 80.3 | 9.2 |
| 4 | Nescafé | 12 | 83 | 7.2 |
| 5 | Papagalos | 11 | 71.9 | 7.8 |
| 6 | Noynoy | 10 | 76.3 | 6.6 |
| 7 | Melissa | 10 | 84.6 | 5.9 |
| 8 | Giotis | 9 | 86.8 | 5 |
| 9 | Hellmann’s | 8 | 74.5 | 5.1 |
| 10 | Kyknos | 8 | 73.3 | 5.5 |
Among the brands making gains are confectionery-maker Pavlidis (19th, CRP 6), which rises by seven places, bottled-water maker Vikos (29th, CRP 6), which rises by six spots, and Gefsi2 (33rd, CRP 5), a sourdough bread brand with added wholegrain and multigrain benefits, which rises by an impressive 11 places.
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.
