According to the Brand Footprint Europe Report 2023 by CPS GfK, three Italian brands have made it into last year’s top 20. Kinder ranked second (and 32nd in the Global ranking), followed by Barilla at 15th, and Mulino Bianco at 16th. Meanwhile, Nutella, another Ferrero brand like Kinder, has climbed to 21st place from 24th in 2022.
Brand Footprint reveals every year the brand choices that millions of consumers around the globe make every day. We are talking about 460 billion choices of FMCG brands made globally in 2023 – an increase of +1.7% compared to 2022.
In Europe, the number of choices of consumer brands amounted to 71 billion. The ranking is based on data collected over the 52 weeks between November 2022 and the end of October 2023. Retailer own-label brands are not included. The report covers five FMCG categories: beverages, dairy and dairy substitutes, food, personal care & beauty, and homecare, tracked by consumer purchase panels, and includes brand purchases across all relevant channels, including online and hard discounts.
All data relate to purchases brought into the home to be used or consumed there. The ranking does not include non-barcoded fresh food, batteries, and pet food.
“In a world of choices, households make 29 brand choices monthly. However, brands have shown incredible resilience over the past years, with discounters and private labels gaining ground as the economy stumbles, especially in Europe,” says Virginia Garavaglia, Global Head of Marketing, Worldpanel Division Kantar Worldpanel. “Though there are many pathways to success, the common pattern that marks growing brands is that they all gain shoppers: 86% of winning brands do so with growing penetration.”
THE TOP 20 BRAND FOOTPRINT’S REAL WINNERS
Despite difficult market conditions, three of the top 10 brands in Europe were able to generate growth: Kinder (rank 2), Warburtons (rank 8), and Haribo (rank 9). For more than a decade by now, Coca-Cola takes the first place, globally as well as in Europe. Reaching 65% penetration, the brand ended up in two out of every three European households in the past year, an unrivaled achievement.
Two of the ten most chosen brands in Europe – Kinder and Haribo – have managed to expand significantly. Whereas Kinder gained 4.2% in CRP, notably winning in times chosen, Haribo’s CRP increased by 1.8%, primarily through penetration growth.
