According to this year's Kantar Brand Footprint rankings, the top three brands in Italy all maintained their positions from last year.
Biscuit brand Mulino Bianco takes the top spot with a CRP of 381.9, a decline of 1.7%. Penetration was down slightly to 87.4, but frequency stayed the same at 15.2. Confectionery brand Kinder follows in second place with a CRP of 222.6, up 6.7%. Penetration increased to 72.1 and frequency was up to 11. Soft drink giant Coca-Cola was in third position with a CRP of 174.9, down 1.2%. Penetration increased to 66.7, and frequency was down to 10.3.
Beverage brand San Benedetto moved up one place to fourth with a CRP of 159, up 9%, while Barilla, known for its pasta, dropped one place to fifth with a CRP of 158.6, down 8.9%. Granarolo, with a CRP of 142.4, was unchanged in sixth, while Divella moved up two places to seventh with a CRP of 107.9, up 11.3%. Penetration was boosted to 46.9, and frequency went up to 8.5. Aia (CRP 107.5), Müller (CRP 88.7), and Findus (CRP 87.3) round off the top ten, the latter dropping by two places.
Outside the top ten, big movers include Mutti, known for its tomato products, which moved up one place to position 13 with a CRP of 80.7, up 6%. It had a penetration of 55.9 and a frequency of 5.6. Pepsi jumped an impressive three places to position 18 with a CRP of 69.3, up 12.3%, while Parmareggio (CRP 66.4) and Estathé (CRP 63.4) were also up three spots, to 19th and 20th respectively.
The biggest mover, however, was Campobasso-based pasta brand La Molisana, which rose 13 places to 36th, with a CRP of 47.7.
Italy's Most-Popular Grocery Brands
| Rank 2024 | Brand | CRP (M) |
|---|---|---|
| 1 | Mulino Bianco | 381.9 |
| 2 | Kinder | 222.6 |
| 3 | Coca-Cola | 174.9 |
| 4 | San Benedetto | 159.0 |
| 5 | Barilla | 158.6 |
| 6 | Granarolo | 142.4 |
| 7 | Divella | 107.9 |
| 8 | Aia | 107.5 |
| 9 | Muller | 88.7 |
| 10 | Findus | 87.3 |
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.
