ESM's most recent edition featured the latest Kantar Brand Footprint rankings from across Europe, showcasing the most-chosen brands in several European markets.
For another year, dairy- and cheese-maker Schärdinger has maintained its position as Austria’s most-chosen brand, with a CRP of 58, according to Kantar’s Brand Footprint rankings, with a few changes notable in the top ten.
Family-run Austrian bakery brand Ölz also maintained its ranking from last year, placing second, with a CRP of 47, while local dairy brand NÖM has jumped by three places, to take third place, with a CRP of 25, displacing Iglo (4th, CRP 25), Milka (5th, CRP 25) and Knorr (6th, CRP 24). Elsewhere in the top ten, Ferrero (8th, CRP 20) overtakes Dr. Oetker (9th, CRP 20).
Outside the top ten, notable movers include Manner (CRP 15), which rose by five places, to 12th, Gourmet (CRP 15), which climbed six places, to 13th, Nimm2 (CRP 9), which rose by six places, to 33rd, Landliebe (CRP 9), which went up by six places, to 34th, and sausage manufacturer Wiesbauer (CRP 8), which jumped by six places, to 36th. The biggest riser was mineral water brand Waldquelle (CRP 7), which rose by 18 places, to 47th.
Going the other way, Kelly’s (CRP 14) dropped by six places, to 19th, while spice-and-herb company Kotányi (CRP 13) dropped by five places, to 20th.
Austria's Most-Chosen Brands
| Rank 2022 | Brand | CRP (M) | Pen 2022 |
|---|---|---|---|
| 1 | Schärdinger | 58.0 | 87.5 |
| 2 | Ölz | 47.0 | 74.8 |
| 3 | NÖM | 25.0 | 58.9 |
| 4 | Iglo | 25.0 | 78.2 |
| 5 | Milka | 25.0 | 73.4 |
| 6 | Knorr | 24.0 | 72.0 |
| 7 | Coca-Cola | 22.0 | 57.5 |
| 8 | Ferrero | 20.0 | 76.0 |
| 9 | Dr. Oetker | 20.0 | 76.7 |
| 10 | Kinder | 19.0 | 58.9 |
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.
