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 Romania for 2022.
Coca-Cola has consolidated its lead in the Brand Footprint rankings for Romania, reporting a CRP of 74, which is 11% higher than the previous year, and seeing its penetration (from 69.1 to 70.4) and consumer choice (from 12.8 to 14.1) also increase.
In second place, Dr. Oetker (CRP 41, down by 10%) just about stays ahead of Pepsi (CRP 40, up by 3%). A number of domestic brands also feature at the upper end of the list – bread brand Vel Pitar (CRP 37, up by 4%) places fifth, Intersnack-owned Chio (CRP 30, down by 11%) comes in sixth, and dairy brand Zuzu (CRP 29, down by 4%), ranks seventh.
Romania's Most-Chosen Brands
| Rank | Brand | CRPs | Penetration | Consumer Choice |
|---|---|---|---|---|
| 1 | Coca-Cola | 74 | 70.4 | 14.1 |
| 2 | Dr. Oetker | 41 | 80.6 | 6.7 |
| 3 | Pepsi | 40 | 58.5 | 9.1 |
| 4 | Vel Pitar | 37 | 44.2 | 11.1 |
| 5 | Fanta | 33 | 60.1 | 7.2 |
| 6 | Chio | 30 | 60.7 | 6.6 |
| 7 | Zuzu | 29 | 55.4 | 6.6 |
| 8 | Lay’s | 28 | 50 | 7.6 |
| 9 | Borsec | 28 | 46 | 8.2 |
| 10 | Boromir | 27 | 66.5 | 5.3 |
Main movers on the list include Kinder (CRP 25, up by 15%) – which also had a good year on a pan-European basis – with the Ferrero-owned brand rising by five places, to 15th. Bottled-water brand Bucovina (CRP 17, up by 13%) rises by eight places, to 24th, with Schweppes (CRP 16, up by 28%) gaining 18 places, at 28th. The biggest jump, however, was for confectionery brand Roshen (CRP 13, up by 30%), which jumped by 26 places, to 39th, as well as seeing a sizeable increase in penetration, from 35.8 to 42.9.
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.
© 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.
