The latest Kantar Brand Footprint rankings for the Swedish market indicate that dairy brand Arla has retained its position as the country’s most-popular brand for another year, with a CRP (consumer reach points) score of 178, down 9.2%. Penetration was unchanged at 96.4%, but frequency declined to 28.1.
In second place, bakery brand Pågens also retains its position for another year, with a CRP of 71.5, down 7.6%. Orkla Foods’ Felix brand climbed one place to third with a CRP of 49.7, a 0.2% change. Marabou, with a CRP of 45.8, is fourth, while Santa Maria ranks fifth, with a CRP of 44.3.
The remainder of the top ten sees Scan (CRP 38.1) and Olw (CRP 34.4) hold on to sixth and seventh positions, respectively. Coca-Cola jumps four places to eighth with a CRP of 29.8, up 3.6%. Skånemejerier (CRP 29) and Bregott (CRP 28.7) round off the top ten.
Other notable movers in the list include Wasa, known for its crispbread, which jumped three places to 11th with a CRP of 27.3, down 0.5%, while Skogaholm also moved up three places to 14th with a CRP of 25.6, up 6.7%. Further down the list, Cloetta jumped six spots to 22nd (CRP 18.4), Korvbrödsbagarn is up six positions to 24th (CRP 17.1), and coffee roastery brand Löfbergs Lila rose an impressive 25 places to sit in 38th (CRP 12.2).
Conversely, frozen food brand Findus fell six places to 16th with a CRP of 23.6, down 18.7%. Zeta dropped five places to 26th (CRP 16.4), and Skånemejerier's Bravo fruit juice brand slipped back eight positions to 28th (CRP 15.6).
Sweden's Most-Popular Grocery Brands
| Rank 2024 | Brand | CRP (M) |
|---|---|---|
| 1 | Arla | 178.0 |
| 2 | Pågens | 71.5 |
| 3 | Felix (Orkla Foods) | 49.7 |
| 4 | Marabou | 45.8 |
| 5 | Santa Maria | 44.3 |
| 6 | Scan | 38.1 |
| 7 | Olw | 34.4 |
| 8 | Coca-Cola | 29.8 |
| 9 | Skånemejerier | 29.0 |
| 10 | Bregott | 28.7 |
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.
