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 Hungary for 2022.
Ferrero-owned confectionery brand Kinder had a strong year, overall, on a pan-European level, and this was inevitably driven by its performance in markets like Hungary, where it is, once again, the most-chosen brand by consumers, with a CRP of 42.
A number of local brands pepper the top ten – dairy firm Mizo places third (CRP 33, up by 1%), confectionery firm Pöttyös comes in fifth (CRP 29), and snack-maker Mogyi places sixth (CRP 24), while there’s also a place for energy drink brand Hell, which records a CRP of 23 and places seventh in the rankings.
Hungary's Most-Chosen Brands
| Rank | Brand | CRPs | Penetration | Consumer Choice |
|---|---|---|---|---|
| 1 | Kinder | 42 | 77.3 | 12.9 |
| 2 | Coca-Cola | 38 | 67.6 | 14 |
| 3 | Mizo | 33 | 78.7 | 9.8 |
| 4 | Milka | 31 | 79.2 | 9.7 |
| 5 | Pottyos | 29 | 67.8 | 10.5 |
| 6 | Mogyi | 24 | 67.5 | 8.8 |
| 7 | Hell | 23 | 36.8 | 14.9 |
| 8 | Ceres | 22 | 55 | 9.9 |
| 9 | Sport | 20 | 59 | 8.2 |
| 10 | Pepsi | 19 | 43.1 | 11.2 |
A number of other brands made solid gains further down the list. Dairy firm Milli rises by five spots, to 15th (CRP 16), Pick, a sausage- and salami-maker, goes up by five places, to 22nd (CRP 14), drinks firm Apenta rises by 11 places, to 27th (CRP 11), and beer-maker Dreher rises by 19 places, to 33rd (CRP 10).
Several brands have also seen their rankings drop, with Danone (40th, CRP 9) and pasta-maker Gyermelyi (42nd, CRP 9) both slipping back by 12 positions, and Riska (43rd, CRP 9) – another dairy-maker – dropping by 19 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.
