ESM's most recent edition featured the latest Kantar Brand Footprint rankings from across Europe, showcasing the most-chosen brands in several European markets.
Soft-drink giant Coca-Cola maintains its position as the most-chosen brand in Romania, with a CRP of 73, according to the latest Brand Footprint rankings, putting it well ahead of its soft-drink rival Pepsi (CRP 44), in second. Bakery product brand Dr. Oetker retains third place, with a CRP of 39, while Vel Pitar (CRP 38) holds on to fourth.
The remainder of the top ten has seen some changes, however. Snack brand Chio moves up by one place, to fifth, with a CRP of 31, displacing Fanta (CRP 29), which falls to sixth. Borsec (CRP 27) goes up by one place, to eighth, cheese brand Hochland (CRP 27) moves up by seven places, to ninth, and Zuzu (CRP 26) drops by two places, to tenth.
Outside the top ten, mineral water brand Aqua Carpatica jumps by four places, to 14th, with a CRP of 24, Agrana Group’s Margaritar (CRP 16) gains six positions, to sit in 24th, and Tuborg (CRP 15) rises by nine spots, to place 26th.
Brands dropping down the rankings include confectionery brand Kinder (CRP 23), which drops by five places, to 16th, Jacob’s (CRP 20), which goes down by seven places, to 20th, and Dove (CRP 12), which falls by nine spots, to 38th.
Romania's Most-Chosen Brands
| Rank 2022 | Brand | CRP (M) | Pen 2022 |
|---|---|---|---|
| 1 | Coca-Cola | 73.0 | 69.4 |
| 2 | Pepsi | 44.0 | 60.9 |
| 3 | Dr. Oetker | 39.0 | 77.1 |
| 4 | Vel Pitar | 38.0 | 47.1 |
| 5 | Chio | 31.0 | 61.7 |
| 6 | Fanta | 29.0 | 57.9 |
| 7 | Lay's | 27.0 | 51.0 |
| 8 | Borsec | 27.0 | 45.4 |
| 9 | Hochland | 27.0 | 60.9 |
| 10 | Zuzu | 26.0 | 53.9 |
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.
