A-Brands

10 Most Popular Food Brands In Italy

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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 Italy for 2022.

It’s no surprise that domestic brands continue to dominate the listings in this year’s Brand Footprint rankings for Italy. As well as local pride, the country was one of the hardest hit by the pandemic, prompting shoppers to turn to brands that they know and trust.

Mulino Bianco remains, far and away, the most-chosen brand in Italy, recording a CRP of 392 – a 6% increase – while seeing its consumer choice increase. Another Italian powerhouse, Ferrero, places second with its Kinder brand (CRP 203, up by 11%), overtaking Barilla, which reports a CRP of 183 (down by 3%), as well as a slight dip in penetration.

The remainder of the top ten is peppered with Italian brands, including San Benedetto (6th, CRP 143), AIA – Agricola Italiana Alimentare (7th, CRP 109), Divella (9th, CRP 98) and Galbani Santa Lucia mozzarella (10th, CRP 94).

Italy's Most-Chosen Brands

Rank Brand CRPs Penetration Consumer Choice
1 Mulino Bianco 392 88.1 14.9
2 Kinder 203 70.2 10
3 Barilla 183 77.8 8.6
4 Coca-Cola 165 64.9 9.7
5 Granarolo 160 72.9 8
6 San Benedetto 143 65.8 7.9
7 Aia 109 61.9 6.5
8 Findus 105 64.1 6.3
9 Divella 98 44.6 7.9
10 Galbani Santa Lucia 94 61.5 5.8

The remainder of the list features some notable movers. Estathé (CRP 55), a maker of iced teas and other beverages, places 28th, having risen by 11 places and grown its CRP by 19%. Popular beer brand Moretti (CRP 47, up by 20%) goes up by nine places, to 40th, while Nivea (CRP 46, up by 20%) returns to the top 50, rising by seven places, to 44th – no doubt prompted by the post-pandemic return to everyday engagements.

Of those seeing declines, Paneangeli, a maker of ingredients for baking and meal preparation – it was one of the brands that enjoyed a boost from at-home meal preparation during lockdown – drops by ten places, to 32nd.

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.

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