Many of the top ten brands in Poland retained their positions this year, according to the latest Kantar Brand Footprint rankings, with the top three positions all held by dairy brands.
Mlekovita takes the top spot for another year with a CRP of 250.1, up 0.7%. The brand's penetration increased slightly to 96.6, and frequency rose to 17.5. Piątnica is in second place with a CRP of 242.2, up 2%, while Mlekpol took third place with a CRP of 203.4, down 7.2%.
The only change in the top ten this year was Wedel moving up two places to ninth, with a CRP of 95.4, up 2.5%. Penetration increased slightly to 83.9, and frequency moved up to 8.3. Zott, Tymbark, Kinder, Coca-Cola, and Dr. Oetker also maintained their rankings of fifth, sixth, seventh, eighth, and tenth positions, respectively.
Outside the top ten, a positive mover was Kamis, known for its sauces and spices, which jumped two places to 12th with a CRP of 89.1, down 1.4%. Meanwhile, Zywiec Zdroj, known for its bottled water, moved up three places to 16th with a CRP of 74.2, a decline of 6.2%.
Other notable movers include Storck, up five places to 18th, Duda, which rose 12 places to 28th, and Polmlek, a dairy and juice brand, which rose a notable 26 places to 41st with a CRP of 43.4, a 53.5% increase from the previous year.
Dropping down the list, Kubus, known for juices and drinks, fell out of the top ten to position 11th with a CRP of 90.7, down 8.3%. Prymat, known for its spices, dropped one place to position 13th with a CRP of 88.9, down 2.7%. The biggest faller was Hochland, which dropped 17 places to 50th, posting a CRP of 35.3, a 31.8% decline.
Poland's Most-Popular Grocery Brands
| Rank 2024 | Brand | CRP (M) |
|---|---|---|
| 1 | Mlekovita | 250.1 |
| 2 | Piatnica | 242.2 |
| 3 | Mlekpol | 203.4 |
| 4 | Winiary | 164.6 |
| 5 | Zott | 155.5 |
| 6 | Tymbark | 144.2 |
| 7 | Kinder | 124.2 |
| 8 | Coca-Cola | 116.7 |
| 9 | Wedel | 95.4 |
| 10 | Dr. Oetker | 92.4 |
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.
