Dairy company Arla remains the top chosen food brand in Denmark, according to the latest Kantar Brand Footprint rankings, achieving a CRP (consumer reach points) score of 86.1, a drop of 6.4%. Penetration dipped to 95.5 and frequency fell to 29.8.
Schulstad and Karolines Køkken also maintained second and third position, respectively – bakery brand Schulstad reported a CRP of 47, down 4%, while Karolines Køkken, known for its sauces, had a CRM of 35.2, a decline of 6%. Rounding off the top five are Cheasy, in fourth (CRP 32.2) and Lurpak, which places fifth (CRP 22.4).
Drinks brand Harboe was a solid mover, jumping four places to sixth with a CRP of 20.9, up 10.4%. In contrast, confectionery brand Toms dropped two places to seventh with a CRP of 19.4, a decline of 16.3%, while K-Salat (8th, CRP 18.4), Pålækker (9th, CRP 18.1) and Thise (10th, CRP 17.5) all drop one place each.
Outside the top ten, cheese spread brand Buko jumps three places to 11th, with a CRP of 16.8, a gain of 5.7%, while Coca-Cola is up four places to 12th with a CRP of 15.6, a 1.1% gain. Other positive movers include Nordthy Biscuits, rising 15 places to 19th (CRP 13), Faxe Kondi, which is also up 15 places, to 25th (CRP 11.6), and snack brand Taffel, which rises seven places to 29th (CRP 12.7).
Going the other way are Knorr, which is down 11 places to 22nd (CRP 12.2), Santa Maria, which falls 13 places to 31st (CRP 9.2), and prepared meats brand Steff Houlberg, which drops back 13 places to 42nd (CRP 7.8).
Denmark's Most-Popular Grocery Brands
| Rank 2024 | Brand | CRP (M) |
|---|---|---|
| 1 | Arla | 86.1 |
| 2 | Schulstad | 47.0 |
| 3 | Karolines Køkken | 35.2 |
| 4 | Cheasy | 32.2 |
| 5 | Lurpak | 22.4 |
| 6 | Harboe | 20.9 |
| 7 | Toms | 19.4 |
| 8 | K-Salat | 18.4 |
| 9 | Pålækker | 18.1 |
| 10 | Thise | 17.5 |
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.
