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 Austria for 2022.
With a CRP of 60, dairy and cheese-maker Schärdinger is, by far, the most-chosen brand in Austria, according to the Brand Footprint rankings, with a few changes notable in the top ten.
Frozen-food brand Iglo rises by two places, to second (CRP 26), reflecting the increased consumer demand for frozen products during the pandemic, while local dairy brand NÖM drops back by two spots, to fifth, seeing its CRP drop by nine, to 24.
Austria's Most-Chosen Brands
| Rank | Brand | CRPs | Penetration | Consumer Choice |
|---|---|---|---|---|
| 1 | Schärdinger | 60 | 87.1 | 15.7 |
| 2 | Iglo | 26 | 76.7 | 8.8 |
| 3 | Knorr | 25 | 74 | 8.1 |
| 4 | Milka | 25 | 74.4 | 8.5 |
| 5 | NÖM | 24 | 56.6 | 10.1 |
| 6 | Coca-Cola | 22 | 56.2 | 10.1 |
| 7 | Dr. Oetker | 22 | 79.1 | 6.7 |
| 8 | Ferrero | 21 | 74 | 7.2 |
| 9 | Kinder | 20 | 60.7 | 8.5 |
| 10 | Wiener Zucker | 18 | 75 | 6.2 |
Outside the top ten, notable movers include snack brand Kelly’s, owned by Germany’s Intersnack Group, which rose by six places, to 12th (its CRP rose by 15%, to 16), with Philadelphia (up by seven places, to 31st), confectionery brand Nimm2 (up by six, to 34th), Gourmet (up by 17 places, to 41st) and baby formula brand Hipp (up by 17 places, to 50th) also making moves.
Brands dropping down the rankings include Alnatura (down by 12 places, to 24th) and dairy firms Landliebe (down by four, to 35th) and SalzburgMilch (down by four, to 38th).
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.
