Brand Footprint 2023: Spain’s most purchased food brands and the drivers behind shifts
Despite higher food prices, Spain’s consumer landscape showed a strong preference for a familiar set of brands at the end of 2022, with inflation influencing purchase behavior but not instantly upending the top sellers. The year’s most consumed brands remained led by Coca-Cola, the dairy leader Asturian, and Dairy Center, which continued to hold the podium. All three performed below their prior-year peaks, a pattern repeated across the top 10 and only partially offset by the rise of Asturian Dairy Center, which increased the share of households purchasing it.
This assessment comes from Brand Footprint 2023, an annual report produced by the consumer market analytics firm Weighbridge. The list is completed by Campofrío, Cockerel, Slut, Enable, Danon, Peskanova, and Don Simón, with the latter marking the sole new entrant at the top tier of this ranking.
“Inflation has a cross-cutting impact on brands, shaping category growth and sometimes affecting brands across the board,” explains Jorge Folch, CEO of Kantar Worldpanel Division. He notes that while price pressures exist, they are not the sole determinant of ranking changes.
Although the global top 50 brands show relatively few changes, notable movements do occur. For instance, Argal, Fantasy, Colgate, Lays, Fairy, and nine other brands improved their standing, while Tarradella House, Puleva, Sugar Bowl, Queen, Hero, and a dozen others declined.
Viewed from another angle, the most successful company in terms of breadth is the one that places more brands into Spanish shopping carts. Coca-Cola, Danone, Mondelez International with brands like Ventilation, Chips Ahoy!, Rice Pudding, Toblerone, and Trident join Sigma in this elite group of consistently influential players.
Innovation, advertising and promotion
“The conclusion is consistent year after year: what moves the consumer goods sector is the ability of brands to penetrate new households,” Folch states. “The four levers driving penetration are innovation, advertising, promotions, and availability at the point of sale.”
Among the notable shifts, Landlady and Kaiku rose in the rankings thanks to stronger advertising, while Aquarius and Alpro benefited from increased promotional activity. At the same time, Sun and Bald saw boosted shelf presence in regional grocery chains. The report highlights that innovation remains a crucial lever for growth, with Weighbridge noting that one in four innovations in the market comes from the top 50 brands. Moreover, the likelihood of a top-50 brand improving its overall ranking is high, reflecting the emphasis on ongoing innovation and marketing investments.
Globally, the brands with the broadest appeal include Coke, Colgate, Maggi, Lays, and Pepsi, underscoring that certain multinational names continue to dominate consumer attention across markets.