ESM's most recent edition featured the latest Kantar Brand Footprint rankings from across Europe, showcasing the most-chosen brands in several European markets.
Hungary has seen quite a few changes to the top ten brands in its Brand Footprint rankings, with Coca-Cola moving up a rank, to claim the top spot, with a CRP of 40. Kinder drops by one place, to claim second position, with a CRP of 39, while fellow confectionery brand Milka also climbs a rank, to take third, with a CRP of 30.
Other changes to the top ten include Mizo (CRP 29) dropping a place, to fourth, energy drink Hell (CRP 25) moving up a rank, to claim sixth, snack brand Mogyi (CRP 22) dropping a place, to seventh, and bottled-water brand Szentkirályi jumping by two places, to gain a place in the top ten, with a CRP of 19.
Outside the top ten, dairy company Milli is a significant mover, rising by five places, to 12th, with a CRP of 18, while Tolle (CRP 16) rises by four spots, to 14th, and Top Joy (CRP 11) goes up by nine places, to 29th. The biggest mover, meanwhile, is pasta brand Korona, which rises by a significant 39 places, to sit in 27th, with a CRP of 12.
Among the brands dropping down the list are beverage giant Pepsi (CRP 19), which was knocked out of the top ten and now sits in 11th, Balaton (CRP 15), which goes down by four places, to 15th, and Magyar (CRP 13), which drops by ten places, to 23rd.
Hungary's Most-Chosen Brands
| Rank 2022 | Brand | CRP (M) | Pen 2022 |
|---|---|---|---|
| 1 | Coca-Cola | 40.0 | 71.5 |
| 2 | Kinder | 39.0 | 77.8 |
| 3 | Milka | 30.0 | 79.9 |
| 4 | Mizo | 29.0 | 81.4 |
| 5 | Pottyos | 26.0 | 66.8 |
| 6 | Hell | 25.0 | 38.2 |
| 7 | Mogyi | 22.0 | 67.2 |
| 8 | Ceres | 22.0 | 52.5 |
| 9 | Sport | 20.0 | 59.7 |
| 10 | Szentkirályi | 19.0 | 52.3 |
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.
