The latest Kantar Brand Footprint data indicates that the top four most-popular brands in Romania have remained unchanged since last year.
Soft drink giant Coca-Cola retains the crown with a customer reach points (CRP) score of 69.7, down 6.9%. Penetration dropped to 69, and frequency declined to 13.5. Pepsi follows in second place with a CRP of 45.6, up 2.2%, while Dr. Oetker rounds off the top three with a CRP of 41.8, up 6.1%. Chio places fourth, with a CRP of 31.9.
Mineral water brand Borsec jumps three places to fifth with a CRP of 29, up 7.4%, while Boromir, known for its cakes and biscuits, makes an even more impressive jump of five places to sixth, with a CRP of 26.6, up 3%. The remainder of the top ten is comprised of Lay's (CRP 26.6) in seventh, Fanta (CRP 26.6) which falls three places to eighth, Hochland (9th, CRP 26.5), and Zuzu (10th, CRP 25.3).
Outside the top ten, confectionery brand Kinder rises three places to 12th with a CRP of 23.4, down 0.5%. Chocolate brand Milka also jumps three places to 13th, with a CRP of 23.4, up 3.3%. Further down the list, confectionery brand Roshen (CRP 17.7) is a big mover, rising 14 places to 22nd, while Sano (CRP 12.5), a home cleaning brand, rises 16 places to 37th.
Brands to see declines include Napolact (CRP 22.6), falling four places to 14th; beer brand Timisoreana (CRP 21.5), which drops four places to 17th; and Covalact de Tara (CRP 16.5), which is down five places to 25th.
Romania's Most-Popular Grocery Brands
| Rank 2024 | Brand | CRP (M) |
|---|---|---|
| 1 | Coca-Cola | 69.7 |
| 2 | Pepsi | 45.6 |
| 3 | Dr. Oetker | 41.8 |
| 4 | Chio | 31.9 |
| 5 | Borsec | 29.0 |
| 6 | Boromir | 26.6 |
| 7 | Lay's | 26.6 |
| 8 | Fanta | 26.6 |
| 9 | Hochland | 26.5 |
| 10 | Zuzu | 25.3 |
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.
