ESM's most recent edition featured the latest Kantar Brand Footprint rankings from across Europe, showcasing the most-chosen brands in several European markets.
According to the latest Brand Footprint rankings for Poland, the top five brands therein all stayed the same this year, with dairy brand Mlekovita taking the top spot, with a CRP of 248.
Fellow dairy brands Piątnica (CRP 238) and Mlekpol (CRP 219) take second and third place, respectively. Nestlé-owned food brand Winiary retains fourth position, with a CRP 174, ahead of Zott (CRP 163), in fifth, and Tymbark (CRP 157), in sixth.
Confectionery brand Kinder jumps by one place, to seventh, with a CRP of 117, while the big winner in the top ten is Coca-Cola (CRP 110), rising by six places, to eighth, while Nestlé (CRP 105) and Kubus (CRP 99) round off the top ten.
Outside the top ten, Dr. Oetker (CRP 96) makes significant gains, rising by 11 places, to 11th, while meat product brand Tarczyński (CRP 91) jumps by six places, to 14th, and Lorenz (CRP 65) goes up by 16 places, to 25th. The biggest mover is Bielmar (CRP 36) – a producer of oils and spreads – which rises by 18 positions, to take number 49 in the rankings.
Brands falling down the rankings include Pepsi (CRP 76), which drops by ten places, to 20th, Lay’s (CRP 67) – down by nine places, to 24th – and Gellwe (CRP 45), a dessert ingredient brand that goes down by 12 places, to 42nd.
Poland's Most-Chosen Brands
| Rank 2022 | Brand | CRP (M) | Pen 2022 |
|---|---|---|---|
| 1 | Mlekovita | 248.0 | 96.5 |
| 2 | Piatnica Piatnica Osm | 238.0 | 93.0 |
| 3 | Mlekpol | 219.0 | 92.7 |
| 4 | Winiary | 174.0 | 94.2 |
| 5 | Zott | 163.0 | 84.3 |
| 6 | Tymbark | 157.0 | 81.3 |
| 7 | Kinder | 117.0 | 71.3 |
| 8 | Coca-Cola | 110.0 | 68.5 |
| 9 | Nestlé | 105.0 | 76.7 |
| 10 | Kubus | 99.0 | 55.8 |
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.
