According to the latest Kantar Brand Footprint data for 2023, Dr. Oetker retains its position as Germany's most-popular brand with a CRP (customer reach point) score of 361.8, a decline of 5.7%. Penetration dropped to 83.9 and frequency dipped to 9.8.
Coca-Cola also maintained its position from last year with a CRP of 285.5, down slightly by 0.9% – the soft drink giant's penetration was up to 59.8 and frequency was down to 11.8. Dairy giant Müller climbed one place into third with a CRP of 266.2, up 6%. Penetration was boosted to 64.6 and frequency was up to 9.7.
Confectionery company Kinder went up one rank to fourth with a CRP of 258.3, up 4.6%. Penetration increased to 65.3 and frequency went up to 9.4. Harry fell two places to fifth with a CRP of 254.3, a drop of 6.4%, while Nestlé brand Maggi rose two places to sit in sixth, with a CRP of 241.5. Haribo, Knorr, and Milka occupy 7th, 8th, and 9th respectively, while Funny
Frisch, known for its potato chips, moved up one place to tenth with a CRP of 173.2, a 0.4% change. Penetration went up to 59.3 but frequency went down to 7.2.
Outside the top ten, a big mover is beer brand Weihenstephan, which jumped three places to position 13. It had a CRP of 151.3, a gain of 9.8%. Penetration was up to 58.6 and frequency remained at 6. Snack company Lorenz moved up two places to position sixteen. It had a CRP of 133.1, up 1.9%. Penetration went up to 56.3 and frequency stayed at 5.8.
Further down the list, Red Bull rose eight places to 19th, Driscoll’s was up six places to 37th, and Fanta and Katjes each rose 15 places, to 38th and 40th respectively.
Germany's Most-Popular Grocery Brands
| Rank 2024 | Brand | CRP (M) |
|---|---|---|
| 1 | Dr. Oetker | 361.8 |
| 2 | Coca-Cola | 285.5 |
| 3 | Mueller | 266.2 |
| 4 | Kinder | 258.3 |
| 5 | Harry | 254.3 |
| 6 | Maggi | 241.5 |
| 7 | Haribo | 241.4 |
| 8 | Knorr | 216.3 |
| 9 | Milka | 211.6 |
| 10 | Funny Frisch | 173.2 |
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.
