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UK Insights

Warburtons is the UK's most chosen brand - fourth year running

Fraser McKevitt

Head of Retail and Consumer Insight

Brands 19.05.2016 / 09:50

Warburtons sandwich thins

Results of the Kantar Worldpanel 2016 UK Brand Footprint ranking

Bolton-based Warburtons is top of the Kantar Worldpanel UK Brand Footrpint for the fourth consecutive year. Its products have been chosen by 85.4% of the population, on average 26.7 times a year, meaning it was picked from supermarket shelves 611 million times during the course of the year. The breadmaker has continued to develop new products to widen its appeal beyond standard wrapped loaves and launches including its Thin Bagels range contributing to a 6% increase in consumers’ purchase frequency. 

Rank Brand Penetration % Frequency Consumer Reach Points (M)

Consumer Reach Points Growth %
2015 v 2014

1 Warburtons 85.4 26.7 611 6
2 Heinz 89.9 16.0 386 -3
3 McVitie's 88.8 14.8 353 2
4 Hovis 76.0 16.3 331 3
5 Kingsmill 74.6 14.3 285 -1
6 Birds Eye 77.3 11.3 234 0
7 Walkers 74.1 10.7 212 2
8 Muller 62.1 12.4 207 4
9 Cadbury Dairy Milk 72.0 8.8 170 -3
10 Coca-Cola 58.1 10.6 165 -6

While Heinz remains in second place it declined in both frequency and penetration this year. The brand is currently bought by 89.9% of the population 16.0 times a year but its position in Britain remains ahead of total Europe, where it sits in fourth place. 

In third place with a penetration of 88.8% and purchased an average of 14.8times a year, McVitie’s increased its popularity with shoppers particularly through its flagship chocolate digestives – a strong performance at a time when sales in the overall biscuit category are down.

Hovis is this year’s fourth most chosen brand and the third British brand on the list, having managed to increase both penetration and frequency this year with its ‘Good Inside’ range tapping into the increasing trend for health-conscious consumption. Kingsmill follows it in fifth place with 74.6% of the population buying it 14.3 times a year.

Soft drinks giant Coca Cola retains first place in the worldwide Brand Footprint ranking this year. However, the enduring popularity of domestic brands has led it to slip into tenth place in the British table, with penetration down by 2.9 percentage points this year. See the full details of the global Brand Footprint here.

Only Heinz and Coca Cola appear in both the British and European top 10, though the most chosen products across the continent will not be unfamiliar to most consumers – Kinder, Knorr, Activia and Dr Oetker all feature.  Globally the top ranking is more diverse – with data from 44 countries and covering 15,000 brands it features a range of FMCG categories including health and beauty, hygiene and cleaning brands. 

British brands remain an important part of our shopper repertoire and it’s encouraging to see so many continue to succeed in a world of multinational conglomerates. This doesn’t just extend to the overall top ten – looking at sector specific rankings we see familiar names including Robinsons, P.G. Tips, Radox and Andrex coming in ahead of their global competitors. With many brands capitalising on the Queen’s 90th birthday celebrations and underlining their British heritage we’re likely to see this trend continue.

Source : Kantar Worldpanel

Editor's Notes

Kantar Worldpanel’s Brand Footprint is based on research from 74% of the global population; a total of one billion households across 44 countries, and 76% of the global GDP. The complete ranking comprises over 200 FMCG categories tracked around the world by Kantar Worldpanel across the beverages, food, health and beauty, homecare, alcoholic drinks, confectionery and nappies sectors. The ranking is based on an innovative metric created by Kantar Worldpanel called Consumer Reach Points, which measures every time a consumer chooses a brand. The data for this year’s ranking was collected over the 52 week period between 12 October 2014 and 11 October 2015. All data relates to purchases that are brought into the home.

Journalists, download the press release above, to interview Fraser McKevitt, please contact us.

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