ESM's most recent edition featured the latest Kantar Brand Footprint rankings from across Europe, showcasing the most-chosen brands in several European markets.
Dairy brand Rajo (CRP 49) has maintained its position as Slovakia’s most-chosen brand, according to the latest Brand Footprint rankings, with all the top five brands retaining their positions from last year.
Confectionery brand Orion (CRP 33) places second, ahead of Sedita (CRP 32), known for its cleaning and household products. Tami/Agrotami places fourth, with a CRP of 28, followed by Dr. Oetker, in fifth place, with a CRP of 24.
The biggest mover in the top ten is coffee brand Preto (CRP 16), which jumps by five places, to take sixth position, with Giana (CRP 15) dropping to seventh. Hamé jumps by two places, to eighth, with a CRP of 15, with Thymos (CRP 15) dropping by two places, to ninth, and Kinder (CRP 13) rounding off the top ten with a jump of two places.
Outside the top ten, Coca-Cola (CRP 10) moves up by five places, to 19th, Budiš (CRP 7) goes up by six places, to 34th, Kubík (CRP 6), which specialises in drinks for children, rises by 12 places, to 38th, and Mecom (CRP 6), a sliced-meat brand, rises by 16 places, to 44th.
Going the other way are Slovak beer brand Zlatý Bažant (CRP 12), which drops by five places, to 13th, Sabi (CRP 9), which falls by eight places, to 23rd, and Marco Polo (CRP 6), which falls by 11 places, to 46th.
Slovakia's Most-Chosen Brands
| Rank 2022 | Brand | CRP (M) | Pen 2022 |
|---|---|---|---|
| 1 | Rajo | 49.0 | 96.9 |
| 2 | Orion | 33.0 | 94.7 |
| 3 | Sedita | 32.0 | 91.8 |
| 4 | Tami/Agrotami | 28.0 | 93.6 |
| 5 | Dr. Oetker | 24.0 | 94.1 |
| 6 | Preto | 16.0 | 75.2 |
| 7 | Giana | 15.0 | 83.7 |
| 8 | Hamé | 15.0 | 85.2 |
| 9 | Thymos | 15.0 | 90.9 |
| 10 | Kinder | 13.0 | 74.5 |
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.
