ESM's most recent edition featured the latest Kantar Brand Footprint rankings from across Europe, showcasing the most-chosen brands in several European markets.
Dr. Oetker retains the title of the most-chosen brand in Germany, with a CRP of 384, according to the Brand Footprint rankings, with the bakery brand well ahead of second-placed Coca-Cola, which achieved a CRP of 288.
Harry (3rd, CRP 272) and Müller (4th, CRP 251) retain their positions, while confectionery brand Kinder moves up by one place, to take fifth position, with a CRP of 247. Haribo also jumps an impressive two places, to sixth, with a CRP of 245.
Elsewhere in the top ten, Knorr drops by two places, to seventh, with a CRP of 245, while Nestlé-owned Maggi drops by one position, to eighth, with a CRP of 243.
Outside the top ten, pasta brand Barilla (CRP 104) jumps by seven places, to 24th, with a CRP of 104, Red Bull (CRP 100) rises by 11 places, to 27th, Nimm2 (CRP 79) goes up by seven places, to 37th, and Driscoll’s (CRP 72) gains eight places, to sit in 43rd.
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Brands that have seen a drop down the rankings include Arla (CRP 124), which drops by three places, to 21st, sauce-and-dressing brand Thomy (CRP 97), which goes down by four places, to 29th, and Ritter Sport (CRP 84), which goes down by six places, to 35th.
Germany's Most-Chosen Brands
| Rank 2022 | Brand | CRP (M) | Pen 2022 |
|---|---|---|---|
| 1 | Dr. Oetker | 384.0 | 84.8 |
| 2 | Coca-Cola | 288.0 | 59.1 |
| 3 | Harry | 272.0 | 51.4 |
| 4 | Müller | 251.0 | 64.0 |
| 5 | Kinder | 247.0 | 64.0 |
| 6 | Haribo | 245.0 | 69.0 |
| 7 | Knorr | 245.0 | 74.6 |
| 8 | Maggi | 243.0 | 71.6 |
| 9 | Milka | 203.0 | 71.1 |
| 10 | Alnatura | 179.0 | 38.0 |
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.
