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 Slovakia for 2022.
Slovakian shoppers are loyal to brands that they know and trust, and dairy brand Rajo continues to top the Brand Footprint rankings in the country, with a CRP of 54 (up by 4%) and small gains in both penetration (from 96.9 to 97) and consumer choice (from 25.5 to 26.3).
In fact, all of the top five most-chosen brands remain unchanged, with Orion (CRP 37, unchanged), Sedita (CRP 33, down by 3%), Tami (CRP 30, down by 6%) and Dr. Oetker (CRP 28, up by 2%) all holding on to their positions. Local canned-fruit brand Giana (CRP 16, up by 3%) overtakes beer-maker Zlatý Bažant (CRP 15), with the latter seeing a 16% decline in CRP, as well as a marked decline in consumer choice (from 12.8 to 10.7).
Slovakia's Most-Chosen Brands
| Rank | Brand | CRPs | Penetration | Consumer Choice |
|---|---|---|---|---|
| 1 | Rajo | 54 | 97 | 26.3 |
| 2 | Orion | 37 | 95.7 | 20.1 |
| 3 | Sedita | 33 | 91.9 | 19 |
| 4 | Tami/Agrotami | 30 | 93 | 16 |
| 5 | Dr. Oetker | 28 | 95.2 | 14.8 |
| 6 | Thymos | 20 | 93 | 11.2 |
| 7 | Giana | 16 | 85.6 | 9.4 |
| 8 | Zlatý Bažant | 15 | 72.8 | 10.7 |
| 9 | Milka | 15 | 78.6 | 9.5 |
| 10 | Hamé | 14 | 82.6 | 8.9 |
Big movers on the list include Pribináček (CRP 6, up by 15%), owned by dairy giant Savencia, which rises by 16 places, to 38th, and Korunný Cukor (CRP 6, up by 16%) – a maker of sugar, jams and preserves – which jumps by 19 places, to 45th. Beer brand Kelt (42nd, CRP 6) and juice brand Caprio (50th, CRP 6) are also making positive strides, with each rising by seven places.
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.
