According to the latest Kantar Brand Footprint data for Croatia, the top five most-popular brands have all retained their positions from last year.
Z Bregov, a dairy brand, holds the top spot with a customer reach points (CRP) score of 35.9, up 2.4%. Penetration was at 95.2 and frequency at 22.1. It is followed by another dairy brand, Dukat, with a CRP of 28.6, up 1.9%. In third place, Podravka boasts a CRP of 17.5, a decline of 6.7%. Zvijezda (CRP 17.1) and Coca-Cola (CRP 13.2) round off the top five.
Confectionery brand Kras rises one place to sixth with a CRP of 11.4, a drop of 8%, displacing Ledo (CRP 10.2) to seventh. Jamnica, known for its mineral water, also moves up one place to eighth with a CRP of 8.7, up 2.1%. Franck (CRP 8.2) and Violeta (CRP 7.3) complete the top ten.
Outside the top ten, Kinder is a notable mover, rising two places to 12th with a CRP of 6.9, up 1.9%. Cheese brand President moves up five places to 16th with a CRP of 5.3, while confectionery brand Koestlin jumps seven places to 20th with a CRP of 4.1.
Brands slipping down the list include biscuit brand Dorina (CRP 4.2), down two places to 19th; Vindi (CRP 3.5), a juice brand, which falls four places to 24th; and confectionery brand Kandit (CRP 3.4), which drops seven places to 26th.
Croatia's Most-Popular Grocery Brands
| Rank 2024 | Brand | CRP (M) |
|---|---|---|
| 1 | Z bregov | 35.9 |
| 2 | Dukat | 28.6 |
| 3 | Podravka | 17.5 |
| 4 | Zvijezda | 17.1 |
| 5 | Coca-Cola | 13.2 |
| 6 | Kras | 11.4 |
| 7 | Ledo | 10.2 |
| 8 | Jamnica | 8.7 |
| 9 | Franck | 8.2 |
| 10 | Violeta | 7.3 |
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.
