According to the latest Kantar Brand Footprint rankings, the top three brands in the Netherlands have all remained the same this year.
Dairy brand Campina takes first place with a CRP (consumer reach points) score of 79.5, despite a decline of 13.4%. Penetration went down to 77.3%, and frequency dipped to 11.4.
Lay's, the snack brand, takes second place with a CRP of 74.6, up slightly by 0.5%. Penetration fell to 80.1%, and frequency stayed at 11.4. Unox, famous for its meal solutions, is in third place with a CRP of 55.1, down 4%. Penetration slipped to 80.6%, and frequency fell to 7.9.
Honig, a brand known for soups and noodles, jumped one place to sixth with a CRP of 36, a decline of 9.6%, while Bolletje also moved up one place to seventh, with a CRP of 33.4. Yogurt brand Optimel dropped two places to eighth with a CRP of 33, down 17.6%, while dairy brand Melkunie jumped an impressive three places to ninth with a CRP of 32.4, up 0.7%. Knorr rounds off the top ten, with a CRP of 31.6.
Outside the top ten, Lu, known for its crackers, jumped four places to 12th with a CRP of 29.3, down 1.7%, while dairy brand Arla moved up two places to 13th with a CRP of 28.9, down 3.5%. Other positive movers include Haribo, up 11 places to 23rd with a CRP of 21.6, eggs brand Gebroeders van Beek, which rose 12 places to 37th, and Raak, a maker of juices and soft drinks, which rose 11 places to 50th with a CRP of 14.3.
Conversely, instant coffee brand Douwe Egberts fell four places to 14th with a CRP of 28.9, a drop of 11.6%. Calve is down four places to 22nd with a CRP of 23.3, Blue Band dropped six places to 28th with a CRP of 20.9, and Becel fell 11 places to 34th with a CRP of 19.
The Netherlands' Most-Popular Grocery Brands
| Rank 2024 | Brand | CRP (M) |
|---|---|---|
| 1 | Campina | 79.5 |
| 2 | Lay's | 74.6 |
| 3 | Unox | 55.1 |
| 4 | Coca-Cola | 45.8 |
| 5 | Dr. Oetker | 41.8 |
| 6 | Honig | 36.0 |
| 7 | Bolletje | 33.4 |
| 8 | Optimel | 33.0 |
| 9 | Melkunie | 32.4 |
| 10 | Knorr | 31.6 |
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.
