According to the latest Kantar Brand Footprint data, dairy brand Vereia holds the title of Bulgaria's most-popular brand with a customer reach points (CRP) score of 28.3, down 12% compared to last year.
Soft drinks giant Coca-Cola also maintained its second-place position with a CRP of 26.6, a decline of 7.3%. Bakery brand Simid climbed one place to join the top three with a CRP of 22.1, an 11.1% gain, while Devin (CRP 21.3) and Saiana (CRP 18.3) round off the top five.
Confectionery brand Roshen rises one place to sixth, with a CRP of 17.5, a 22.3% lift, displacing Pirinsko (7th, CRP 14), while Borovets, known for its biscuits and wafers, jumps an impressive seven places to eighth with a CRP of 12.5, up 14.9%. Other brands to feature in the top ten are Milka (9th, CRP 12.2) and 7 Days (10th, CRP 11.7).
Outside the top ten, there are a number of notable movers – bakery brand Mio rises 13 places to 13th, with a CRP of 10.8, a rise of 25.4%, while Bioset, the spice brand, jumped six places to position 15, with a CRP of 10.4, a rise of 9.5%, and Domilan (CRP 10.3) is up eight places to 17th.
Going the other way, mayonnaise brand Krassi drops two places to position 11, with a CRP of 11.5, an 11.2% decrease, while Olympus, the dairy company, dropped three places to 14th, with a CRP of 10.7, a 9.6% drop.
Bulgaria's Most-Popular Grocery Brands
| Rank 2024 | Brand | CRP (M) |
|---|---|---|
| 1 | Vereia | 28.3 |
| 2 | Coca-Cola | 26.6 |
| 3 | Simid | 22.1 |
| 4 | Devin | 21.3 |
| 5 | Saiana | 18.3 |
| 6 | Roshen | 17.5 |
| 7 | Pirinsko | 14.0 |
| 8 | Borovets | 12.5 |
| 9 | Milka | 12.2 |
| 10 | 7 Days | 11.7 |
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.
