ESM's most recent edition featured the latest Kantar Brand Footprint rankings from across Europe, showcasing the most-chosen brands in several European markets.
Once again, Barilla Group’s Mulino Bianco brand achieves the top spot as the most-chosen brand in Italy, with a CRP of 392 – well ahead of second-placed Kinder (CRP 212), part of the Ferrero family.
The rest of the top ten has seen some changes – pasta brand Barilla (4th, CRP 176) has fallen out of the top three, replaced by Coca-Cola (3rd, CRP 178). Beverage brand San Benedetto (CRP 148) has moved up to fifth, displacing Granarolo (CRP 145). Elsewhere, mineral water brand Sant’Anna (CRP 90) rises by three places, to occupy tenth position.
Outside the top ten, Galbani Santa Lucia (CRP 86) and Rana (CRP 84) both go down by two places, to 12th and 13th, respectively, while beverage company Estathé jumps by five places, to 23rd, with a CRP of 60.
Other positive movers include chilled-product brand Amadori (CRP 52), which rises by 14 places, to 30th, Nivea (CRP 49), which goes up by eight places, to 32nd, and yoghurt brand Vipiteno (CRP 48), which gains seven places, to reach the 36th position.
The biggest faller is Paneangeli (CRP 44) – down by 11 places, to 43rd.
Italy's Most-Chosen Brands
| Rank 2022 | Brand | CRP (M) | Pen 2022 |
|---|---|---|---|
| 1 | Mulino Bianco | 392.0 | 88.1 |
| 2 | Kinder | 212.0 | 71.2 |
| 3 | Coca-Cola | 178.0 | 65.9 |
| 4 | Barilla | 176.0 | 77.9 |
| 5 | San Benedetto | 148.0 | 65.6 |
| 6 | Granarolo | 145.0 | 70.0 |
| 7 | Aia | 102.0 | 63.0 |
| 8 | Findus | 101.0 | 63.8 |
| 9 | Divella | 97.0 | 43.2 |
| 10 | Sant Anna | 90.0 | 44.2 |
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.
