ESM's most recent edition featured the latest Kantar Brand Footprint rankings from across Europe, showcasing the most-chosen brands in several European markets.
The top three brands in the Netherlands have all maintained their positions in this year’s Brand Footprint rankings.
Dairy brand Campina maintains its position as the most-chosen brand therein, with a CRP of 100 – ahead of snack brand Lay’s (CRP 68) and Unox (CRP 60). Coca-Cola rises by one position, to take fourth place, with a CRP of 44, displacing Dr. Oetker, which drops to fifth, with a CRP of 42.
Other changes in the top ten include Optimel jumping by two places, to sixth, with a CRP of 39, Honig (CRP 38) and Knorr (CRP 35) each dropping one place, to sixth and seventh, respectively, and snack brand Bolletje jumping by three places, to ninth, with a CRP of 35. Maggi rounds off the top ten, with a CRP of 34.
Outside the top ten, biscuit brand Lu (CRP 29) rises by six places, to 15th, Westland (CRP 17) goes up by eight places, to 38th, and snack brand Chio (CRP 17) rises by 13 places, to 39th.
Elsewhere, coffee brand Douwe Egberts (CRP 33) has slipped out of the top ten, to sit in 12th, Blue Band/Upfield (CRP 25) drops by six places, to 24th, and Becel (CRP 23) goes down by six places, to 28th.
Netherlands' Most-Chosen Brands
| Rank 2022 | Brand | CRP (M) | Pen 2022 |
|---|---|---|---|
| 1 | Campina | 100.0 | 77.0 |
| 2 | Lay's | 68.0 | 78.7 |
| 3 | Unox | 60.0 | 81.7 |
| 4 | Coca-Cola | 44.0 | 61.8 |
| 5 | Dr. Oetker | 42.0 | 75.9 |
| 6 | Optimel | 39.0 | 41.1 |
| 7 | Honig | 38.0 | 60.7 |
| 8 | Knorr | 35.0 | 67.9 |
| 9 | Bolletje | 35.0 | 61.5 |
| 10 | Maggi | 34.0 | 69.7 |
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.
