A-Brands

10 Most Popular Food Brands In The Netherlands

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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 the Netherlands for 2022.

Campina retains its position as the most-chosen brand in the Netherlands, recording a CRP of 109 (a 1% decline on last year), as well as marginal declines in penetration and consumer choice.

The remainder of the top ten remains largely unchanged from last year: Lay’s (CRP 73) and Unox (CRP 67) retain their second and third places, while there is a newcomer in the tenth spot, as coffee brand Douwe Egberts (CRP 38) displaces Melkunie (CRP 38), the latter of which saw a 4% decline in CRP.

Netherlands' Most-Chosen Brands

Rank Brand CRPs Penetration Consumer Choice
1 Campina 109 80.1 14.7
2 Lay’s 73 79 11.6
3 Unox 67 84.5 9.2
4 Dr. Oetker 48 80.2 7.2
5 Coca-Cola 44 58.9 9.4
6 Honig 42 63.7 7.4
7 Knorr 41 71.9 6.9
8 Optimel 40 41.9 11.1
9 Maggi 39 74.3 6.2
10 Douwe Egberts 38 56.7 8.4

Other brands making gains include Arla (CRP 31), which rises by six places, to 15th, despite seeing its penetration decline year on year (from 40.2 to 39.6) – increased consumer choice (from 8.2 to 9) helped it climb up the rankings. Snack brand Cheetos (CRP 17) rises by six places, to 41st, Milka (CRP 17) goes up by nine places, to 43rd, while local cheese brand Westland (CRP 16) was the biggest mover on the list, rising by 14 places, to 46th, and seeing a sizeable increase in penetration, from 37.3 to 43.6.

Finding the going slightly tougher was Blue Band (CRP 30), which saw a 10% decline in CRP, to sit in 18th, while fellow spread brand Becel (CRP 27) also dropped down the rankings, slipping by five places due to a 7% decline in CRP. Mineral water brand Spa (CRP 16), part of the Spadel family, saw the biggest drop in rankings, falling by eight places, to 48th.

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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