According to the latest Kantar Brand Footprint data, snack brand Lay's is Belgium's most popular brand this year, moving up one rank to gain the top position with a consumer reach point (CRP) score of 49.6, up 6.8%. Penetration for the PepsiCo-owned brand increased to 84.7, while frequency was at 11.5.
Soft drinks giant Coca-Cola dropped to second place this year with a CRP of 49.4, a decline of 3%. Penetration increased slightly to 80.7, and frequency stood at 12.
Lotus Bakeries retained its third-place position with a CRP of 24.9, up 6.2%. Cote D'Or (CRP 24.5) dropped one place to fourth, while bakery brand La Lorraine jumped three places to fifth with a CRP of 20.8, a lift of 4.3%.
The remainder of the top ten comprises Alpro (6th, CRP 20.5), Spa (7th, CRP 19.1), Knorr (8th, CRP 18.8), Devos Lemmens (9th, CRP 18.4), and Dr. Oetker (10th, CRP 17.8).
Outside the top ten, Kinder and Nescafé were among the brands that made gains. Kinder climbed three places to 14th with a CRP of 14.2, a gain of 9.6%, while Nescafé also jumped three places, to 15th, with a CRP of 12.4, down 1.9%. Further down the list, significant jumps were recorded by Haribo, up five places to 19th (CRP 10.8), Crelem Bakeries, up six places to 38th (CRP 6.8), and Delio, a maker of spreads and salads, which rose eight places to 39th (CRP 6.8).
In contrast, sugar company Tienen/Tirlemont dropped two places to 17th with a CRP of 11.4, a decline of 13.7%. Frozen food brand Iglo also fell two places to 18th with a CRP of 11, a decrease of 15.9%. The biggest faller was charcuterie brand Aoste (CRP 6.4), which fell nine places to 48th.
Belgium's Most-Popular Grocery Brands
| Rank 2024 | Brand | CRP (M) |
|---|---|---|
| 1 | Lay's | 49.6 |
| 2 | Coca-Cola | 49.4 |
| 3 | Lotus (Lotus Bakeries) | 24.9 |
| 4 | Cote D'Or | 24.5 |
| 5 | La Lorraine | 20.8 |
| 6 | Alpro | 20.5 |
| 7 | Spa | 19.1 |
| 8 | Knorr | 18.8 |
| 9 | Devos Lemmens | 18.4 |
| 10 | Dr. Oetker | 17.8 |
Data from Kantar Brand Footprint report, 2024
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.
