A-Brands

10 Most Popular Food Brands In Sweden

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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 Sweden for 2022.

Another market that is loyal to domestic (and Nordic) brands, Sweden’s Brand Footprint rankings are dominated by Arla, which holds an impressive CRP of 208 (down by 5%), however, it has seen its penetration (from 96.8 to 96.6) and consumer choice (from 34.3 to 32.3) fall back in recent years.

Pågen (CRP 78, up by 12%), which has grown in both penetration and consumer choice, places second, with chocolate-maker Marabou (CRP 52, up by 2%) holding on to third position.

The only change in the top ten sees snack manufacturer OLW (CRP 36, up by 4%) overtake dairy brand Skånemejerier (CRP 36, down by 8%) in sixth, and Fazer (CRP 30, down by 5%) jump ahead of Valio (CRP 30, down by 8%) into ninth.

Sweden's Most-Chosen Brands

Rank Brand CRPs Penetration Consumer Choice
1 Arla 208 96.6 32.3
2 Pågen 78 90.9 16.7
3 Marabou 52 89.3 11.3
4 Felix (Orkla Foods) 48 90.3 9.5
5 Santa Maria 45 88.8 9.3
6 OLW 36 78.2 9
7 Skånemejerier 36 60 9.8
8 Bregott 34 67 9.9
9 Fazer 30 80.7 7.2
10 Valio 30 74.7 7.6

Also making gains are Arla-owned yoghurt-maker Yoggi (CRP 19, up by 15%), which rises by seven places, to 20th, bakery firm Dafgårds (CRP 16, up by 19%), which is up by seven places, at 30th, and mineral water brand Loka (CRP 10, up by 11%) – the biggest mover on the list – which jumps by ten places, to 47th.

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.

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