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 Warburtons has maintained the top position as the most-chosen brand in the UK by some distance, the latest Brand Footprint data has shown, with a CRP of 571 – second-placed Heinz boasts a CRP of 311.
Another brand synonymous with the UK ؘ– bread brand Hovis (CRP 259) – rises by two places, to third, displacing McVitie’s (CRP 259), which drops by one place, to fourth. Coca-Cola rises by one position, to fifth, with a CRP of 254, while Walkers drops by two places, to sixth, with a CRP of 252.
Other brands to feature in the top ten include Cadbury’s Dairy Milk (CRP 237), Cadbury’s (CRP 182), Birds Eye (CRP 175) and dairy brand Müller (CRP 161).
Outside the top ten, Pepsi (CRP 136) jumps by two places, to 11th, with Kit Kat (CRP 125) also jumping by two spots, to 14th, and Nivea (CRP 95) gaining four positions, to 21st. The biggest mover is Dairylea (CRP 63), a Mondelēz International-owned processed-cheese brand, which rises by 17 places, to 45th.
Brands dropping down the rankings include Kingsmill (CRP 118), which drops by four places, to 16th, Cravendale (CRP 85) – down by four places, to 25th – Lurpak (CRP 83) and Cathedral City (CRP 82), which are both down by six places, to 29th and 30th, respectively.
Britain's Most-Chosen Brands
| Rank 2022 | Brand | CRP (M) | Pen 2022 |
|---|---|---|---|
| 1 | Warburtons | 571.0 | 86.2 |
| 2 | Heinz | 311.0 | 83.4 |
| 3 | Hovis | 259.0 | 63.8 |
| 4 | Mc Vitie's | 259.0 | 82.3 |
| 5 | Coca-Cola | 254.0 | 61.8 |
| 6 | Walkers | 252.0 | 72.0 |
| 7 | Cadbury's Dairy Milk | 237.0 | 74.0 |
| 8 | Cadbury's | 182.0 | 71.8 |
| 9 | Birds Eye | 175.0 | 72.7 |
| 10 | Müller | 161.0 | 53.5 |
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.
