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 Poland for 2022.
Dairy company Mlekovita retains its position as Poland’s most-chosen brand, recording a CRP of 253 (down by 3%) and keeping it just ahead of rival dairy brands Piątnica (CRP 242, up by 7%) and Mlekpol (CRP 211, down by 6%).
In fact, most of the top ten is comprised of national brands, with sliced-meat brand Morliny (CRP 98, up by 6%) making a big jump of five places, to sit in eighth, and confectionery brand Wedel (CRP 93, unchanged) rising by three places, to ninth. Kinder (7th, CRP 98) and Pepsi (10th, CRP 92) are the only non-Polish brands in the top ten, although the latter did see its CRP take a significant hit last year (down by 14%), as did its penetration and consumer choice.
Poland's Most-Chosen Brands
| Rank | Brand | CRPs | Penetration | Consumer Choice |
|---|---|---|---|---|
| 1 | Mlekovita | 253 | 96.1 | 17.5 |
| 2 | Piatnica OSM | 242 | 92.9 | 17.7 |
| 3 | Mlekpol | 211 | 92.3 | 15.5 |
| 4 | Winiary | 176 | 94 | 12.7 |
| 5 | Zott | 170 | 85.6 | 13.6 |
| 6 | Tymbark | 146 | 79.5 | 13.4 |
| 7 | Kinder | 98 | 68 | 10.6 |
| 8 | Morliny | 98 | 80.6 | 8.9 |
| 9 | Wedel | 93 | 83.6 | 8.1 |
| 10 | Pepsi | 92 | 62.1 | 11 |
Making progress up the rankings are Kubus (CRP 91, up by 6%) – a manufacturer of juices, smoothies and drinks for children – which rose by six places, to 12th, while Lay’s (CRP 87, up by 12%) and sausage-maker Tarczyński (CRP 78, up by 22%) also rise by six places each – to 15th and 20th, respectively.
The biggest mover, however, is Łowicz (CRP 40, up by 11%), a dairy producer that hails from the central Polish town of the same name, which rises by nine places, to 42nd, having seen its consumer choice rise from 4.2 to 4.7.
Going the other way are Coca-Cola (CRP 90, down by 13%) and confectionery-maker Wawel (CRP 77, down by 12%), which drop by five and six places, to 14th and 21st, respectively.
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.
