ESM's most recent edition featured the latest Kantar Brand Footprint rankings from across Europe, showcasing the most-chosen brands in several European markets.
Local favourite Arla (CRP 196) retains its position as Sweden’s most-chosen brand in the latest Brand Footprint rankings, and the dairy brand is ahead of the competition by some distance – second-placed brand Pågen scores a CRP of 72.
Much of the top ten has remained unchanged since last year: confectionery brand Marabou is in third place, with a CRP of 51, Orkla Foods’ Felix brand places fourth, with a CRP of 45, seasoning brand Santa Maria takes fifth place, with a CRP of 42, and Olw (CRP 33), Skånemejerier (CRP 33) and Bregott (CRP 32) all retain their positions.
Coca-Cola jumps by two places, to ninth, with a CRP of 29, while frozen-food brand Findus (CRP 29) also books its place in the top ten, with a rise of four places.
Outside the top ten, Swedish bread brand Polarbröd jumps by three places, to 15th, lactose-free dairy brand Valio Eila (CRP 20) goes up by four places, to 18th, and Pepsi (CRP 19) gains six spots, to sit in 22nd.
Going the other way, Fazer (CRP 29) drops by two places, to fall out of the top ten, Valio (CRP 28) also drops by two places, to 12th, and Milda (CRP 14), which provides a range of cooking ingredients, goes down by 12 places, to 36th.
Sweden's Most-Chosen Brands
Rank 2022 | Brand | CRP (M) | Pen 2022 |
---|---|---|---|
1 | Arla | 196.0 | 96.4 |
2 | Pågens | 72.0 | 89.5 |
3 | Marabou | 51.0 | 88.7 |
4 | Felix (Orkla Foods) | 45.0 | 89.7 |
5 | Santa Maria | 42.0 | 88.0 |
6 | Olw | 33.0 | 77.9 |
7 | Skånemejerier | 33.0 | 58.8 |
8 | Bregott | 32.0 | 70.1 |
9 | Coca-Cola | 29.0 | 58.3 |
10 | Findus | 29.0 | 81.4 |
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.