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 Portugal for 2022.
In terms of Portugal’s most-chosen brands, dairy brand Mimosa retains a commanding lead over the competition, reporting a CRP of 42 (down by 3%), as well as seeing a small decline in penetration (from 87.1 to 84). Portuguese consumers’ love of coffee – plus the fact that many cafes remained closed in the first half of the year, due to the pandemic – is enough to lift Delta (CRP 17) into second place this year, with its CRP up by 4% and consumer choice increasing marginally, from 6.9 to 7.3.
Other local favourites, including Compal (3rd, CRP 17) and dairy brands Gresso (4th, CRP 16) and Terra Nostra (5th, CRP 15), score highly, at the upper end of the list, which is largely dominated by local brands.
Portugal's Most Chosen Brands
| Rank | Brand | CRPs | Penetration | Consumer Choice |
|---|---|---|---|---|
| 1 | Mimosa | 42 | 84 | 11.2 |
| 2 | Delta | 17 | 54.8 | 7.3 |
| 3 | Compal | 17 | 61.4 | 6.6 |
| 4 | Gresso | 16 | 54.9 | 7.1 |
| 5 | Terra Nostra | 15 | 57.5 | 6.2 |
| 6 | Nobre | 15 | 58.5 | 5.9 |
| 7 | Bimbo | 13 | 53.9 | 5.9 |
| 8 | Agros | 13 | 47.8 | 6.3 |
| 9 | Renova | 13 | 65.9 | 4.8 |
| 10 | Coca-Cola | 13 | 49.4 | 6.3 |
Again, boosted by consumers seeking the at-home cafe experience, Nestlé’s Dolce Gusto (CRP 8, up by 13%) is among the main movers on the list, rising by nine places, to 21st, while Lipton (CRP 7, up by 10%), which rises by 11 places, to 27th, is another beneficiary of this trend.
Danone (CRP 7, up by 15), is the biggest mover in this year’s Brand Footprint rankings, rising by 13 places, to 28th. Its Danone Greek sub-brand (CRP 6, down by 20%) did not fare as well, however, dropping by 14 places, to 40th. Gallo Azeite – a brand synonymous with at-home cooking – also sees a noticeable decline of 13 places, to 32nd, which is linked to the reopening of restaurants in the second half of the year.
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.
