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UK Insights

The most chosen FMCG brands in the UK

Fraser McKevitt

Head of Retail and Consumer Insight

Brands 16.05.2018 / 09:00

shopper brand footprint

Kantar Worldpanel’s 2018 UK Brand Footprint Ranking launches today, showing that top brands make our lives healthier, happier, and easier

Kantar Worldpanel’s latest ranking of the world's most chosen brands has been released. Looking specifically at the most chosen brands in the UK, half of the top 10 brands are in growth.

Warburtons remains the UK’s most chosen brand overall, chosen 544 million times at the supermarket shelves during the course of 2017. Bought on average 23 times a year, Warburtons is the nation’s most frequently purchased brand by a considerable margin.

The Brand Footprint ranking, now in its sixth year, measures Consumer Reach Points (CRPs) – to identify the everyday grocery brands chosen by the most shoppers the most often.

Second-placed Heinz, chosen 365 million times across its portfolio including sauces, soups and pastas, was bought by 88% of British households – more than any other brand. The two fastest CRP growers in the top 10, McVitie's and Cadbury Dairy Milk; both were chosen 3% more times than during the previous year. These two brands, alongside Coca-Cola, up by 2%, demonstrate that consumers are still looking for sweet treats, despite the April 2018 introduction of the sugar levy.

Rank Rank Movement Brand CRP (M) CRP Growth
1 0 Warburtons 544 +1
2 0 Heinz 365 -2
3 1 Hovis 293 +2
4 1 McVitie's 291 +3
5 1 Walkers 264 -1
6 -3  Kingsmill 257 -15
7 Muller 229 -1
8 Coca-Cola 208 +2
9 Cadbury Dairy Milk 186 +3
10 Birds Eye 178 -1

Brand Footprint also reports on the most chosen brands within five key grocery sectors. As the number one brand overall, Warburtons leads the food ranking too. Other first place positions are taken by Coca-Cola (beverages), Muller (dairy), Fairy (homecare) and Colgate (health and beauty). 

The UK is a challenging market for brands, with retailers’ own label products taking half of all sales (by value) for the first time this year. While own label sales increased by £3.3 billion, branded sales rose by only £0.8 billion, a result of retailers focusing on lines carrying their own name.

In a challenging environment, it’s more important than ever before to listen to the consumer and adapt to what they need. If consumers are given a reason to believe, they will choose the branded product. If they aren’t, they’ll choose the cheapest. It’s fantastic to see in this Brand Footprint ranking great brands who continue to innovate and find new ways to make consumers want to choose them.

The biggest gains inside the top 10 and beyond have been made by brands innovating in ways currently most relevant to consumers, making their lives healthier, happier and easier.

Healthier

Across the five FMCG sectors, health can mean different things to consumers, whether that is lower in sugar, natural, or free from named ingredients. Beverage brands increasing CRPs, Fanta (+37%) and Vimto (+14%), successfully reformulated to avoid this year’s sugar levy. Danone’s Light and Free saw an increase of 141% in this year’s dairy ranking, while Alpro was up 18%. Environmentally aware and natural homecare brands Ecover (+25%) and Method (+47%) also became more popular.

Happier

Fourth-placed McVitie’s (+3%) balanced treating with a nod to health with the successful launch of the Digestive Thins biscuit. Fevertree’s phenomenal increase of 137% came through the popularity of gin and shoppers’ willingness to pay for premium mixer drinks.   In health and beauty, face masks offered a quick beauty boost contributing to growth for both Nivea (+4%) and L’Oreal Paris (+1%).

Easier

Consumers want products that make their lives easy, and are quick to prepare, consume or use. Warburtons’ Toastie Pockets helped the overall brand grow by providing an easy alternative to sandwiches. Oats brand Quaker innovated to provide for quick ‘on the go’ breakfasts, resulting in 4% growth. Beverage brand Ribena enjoyed a 6% growth aided by its minis range, made the right size for lunchboxes. And homecare brand Regina (+18%) launched the Regina Wish product, with handy-sized sheets for every spill.

brand-footprint

Packed with insights on key themes and market trends alongside case studies of how brands have found growth, the Brand Footprint report can be found here

 

Source : Kantar Worldpanel

Editor's Notes

Brand Footprint: the study

Kantar Worldpanel’s annualBrand Footprint study is based on research from 73% of the global population; a total of one billion households in 43 countries across five continents—covering 75% of the global GDP. As part of the study, Kantar Worldpanel tracks more than 18,000 brands across beverages, food, dairy, health and beauty and homecare.

Brand Footprint: the Top 50 ranking

Kantar Worldpanel’s annual Top 50 ranking of the world’s most-chosen FMCG brands reveals which brands are achieving global success, providing insights to help FMCG brands set global targets more accurately and improve their global business growth.

It is set apart from other brand rankings by providing information on real consumer behaviour rather than attitude. Consumer Reach Points (CRPs) form the basis of the ranking. An innovative metric that measures how many households around the world are buying a brand (penetration) and how often (consumer choice), it provides a true representation of shopper choice.

To access the full global, regional, country and sector rankings and a complete index of the brands included in the Global Top 50, please visit www.kantarworldpanel.com/brandfootprint

Methodology and scope

This year’s ranking analysed more than 18,000 brands and 1 billion households in 43 countries across five continents, in the 12 months to November 2017. 

Credits

The Brand Footprint publication is a Kantar Worldpanel initiative, and the ranking is created in collaboration with IMRB in Bangladesh and Sri Lanka, with GfK in Germany, Russia, Italy and South Africa, and with IRI in the US.

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