despite increase in food prices according to which National Institute of Statistics (INE), was 15.7% at the end of 2022 and became the ten most consumed brands of the year. Spain they were food last year and it was practically the same as in 2021. Coca Cola, Hole And Asturian Dairy Center continues to create the podium of the most purchased products in the country. All three do it, yes, on a worse grade than the previous year, a trend that recurs in the ‘top 10’ and only partially dodges Asturian Dairy Centerthis increased the percentage of households that bought it.
This is how it defines Brand Footprint 2023 produced annually by the consumer market analytics company Weighbridgecompleting the list with campofrio, Cockerel, slut, enable, danon, peskanova And don simonthe only innovation at the top of this ranking.
“Inflation has had a crossover effect on all brands: development and growth of the categoryand this has often affected brands cross levelbut it’s not one of the determining factors for changes in rankings,” he explains. CEO of Kantar Worldpanel Division, Jorge Folch.
Because although there are very few changes in the top 10 in the global list of 50 brands, there are changes. For example, argal, fantasy, Colgate, lays, Fairy and nine other lieutenants while improving their positions Tarradella House, puleva, sugar bowl, Queen, hero and 12 people make it worse.
In any case, from another point of view, the winning company to nest, It is the company that puts more brands in the shopping cart of the Spaniards. they follow him Coca Cola, danon, Mondelez International (a collection of brands like) Ventilation, Chips Ahoy!, rice pudding, toblerone, trident…) And sigma.
Innovation, advertising and promotion
“Our conclusion is the same every year: What makes a difference in the consumer goods sector is the ability of brands to produce. penetration, namely the ability to break into new homes,” says Folch. “And the four main levers to gain penetration, innovation, advert, promotion And availability at point of sale“, to complete.
The most representative cases Landlady And kaiku improve their position in the ranking due to their investment in advertising; Aquarius And alproincreasing promotional offers or sweet sun And Bald, increasing its presence in food sales chains, especially regional ones. In any case, Kantar commitment to innovationn as “best leverage to grow or stay in the rankings”. “One in four innovations in the market are made by these ‘top 50’ brands, and success rate The number of brands that the ‘top 50’ don’t have is twice as many as those that don’t,” says the manager. “And it seems very important to us that 100% of the top-ranked companies improve their overall ranking.”
Meanwhile, at the global level, the world’s most preferred brands coke gaswith (until today), Colgate, maggi, lays And Pepsi.