According to the latest Kantar Brand Footprint rankings for Serbia, dairy brand Moja Kravica has retained the top spot for another year with a customer reach points (CRP) score of 66.4, down 12.9%. However, penetration for the brand declined to 94.9, and frequency dropped to 23.2.
Dijamant, known for its mayonnaise and spreads, moved up one place to second with a CRP of 33, down 7.3%, displacing Coca-Cola (CRP 32.8), which ranks third.
Most of the remainder of the top ten are unchanged: Plazma (Bambi) is fourth with a CRP of 26.3; Tvojih 5 Minuta takes fifth with a CRP of 24.8; Grand is sixth with a CRP of 19; Carnex, with a CRP of 18.3, sits in seventh; and Knjaz Milos takes eighth with a CRP of 16.7. Bonito is the big mover in the top ten, rising three places to ninth with a CRP of 16.4, while Nescafé rounds off the top ten with a CRP of 16.3.
Outside the top ten, dairy brand Mlekara Sabac was a notable mover, jumping three places to 16th with a CRP of 14.4, up 2.1%. Pasta brand Danubius rises an impressive seven places to 18th with a CRP of 13.2, up 14.3%. Another solid mover was confectionery brand Bananica, which rose 11 places to 33rd with a CRP of 10.
Going the other way, Frikom (CRP 11.5) saw a seven-place drop to 24th; dairy brand Meggle (CRP 10.7) fell 12 places to 28th; and snacks brand Clipsy dropped eight places to 31st.
Serbia's Most-Popular Grocery Brands
| Rank 2024 | Brand | CRP (M) |
|---|---|---|
| 1 | Moja Kravica | 66.4 |
| 2 | Dijamant | 33.0 |
| 3 | Coca-Cola | 32.8 |
| 4 | Plazma (Bambi) | 26.3 |
| 5 | Tvojih 5 Minuta | 24.8 |
| 6 | Grand | 19.0 |
| 7 | Carnex | 18.3 |
| 8 | Knjaz Miloš | 16.7 |
| 9 | Bonito | 16.4 |
| 10 | Nescafé | 16.3 |
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.
