According to the latest Kantar Brand Footprint data, the top three most-popular brands in the UK have remained the same year-on-year.
Bakery brand Warburtons takes the top spot with a customer reach points (CRP) score of 573.9, a change of 0.3%. Penetration declined to 85.9, but frequency remained the same at 23.2. In second place, Heinz reported a CRP of 270.6, down 13.3%, while third-placed McVitie’s reported a CRP of 251, down 4.1%.
Crisp brand Walkers jumped two places to fourth with a CRP of 244, a decline of 2.7%, while Coca-Cola remained unmoved in fifth position with a CRP of 232.1.
Chocolate brand Cadbury’s Dairy Milk moved up one place to sixth with a CRP of 225.7, down 4%, while the remainder of the top ten sees Hovis drop three places to seventh with a CRP of 221.1, Cadbury’s in eighth with a CRP of 166.4, and Muller (CRP 158) and Birds Eye (CRP 153) rank ninth and tenth respectively.
Outside the top ten, frozen food brand McCain moved up one place to position 11 with a CRP of 135.2, up 0.9%, while Fairy, known for its washing-up liquid and detergent, jumped an impressive five places to 12th with a CRP of 127.2, up 8.8%.
Other positive movers include Pringles, up five places to 21st with a CRP of 86.8, Cathedral City, up five places to 25th with a CRP of 80.9, Haribo, up seven places to 31st with a CRP of 74.2, and deodorant brand Sure, which is the biggest mover, rising ten places to 40th with a CRP of 67.6.
Conversely, Kingsmill saw a seven-place drop to 23rd with a CRP of 85.3, Alpro is also down seven places to 30th with a CRP of 75.7, and Yeo Valley dropped eight places to 39th with a CRP of 68.4.
UK's Most-Popular Grocery Brands
| Rank 2024 | Brand | CRP (M) |
|---|---|---|
| 1 | Warburtons | 573.9 |
| 2 | Heinz | 270.6 |
| 3 | McVitie's | 251.0 |
| 4 | Walkers | 244.0 |
| 5 | Coca-Cola | 232.1 |
| 6 | Cadbury's Dairy Milk | 225.7 |
| 7 | Hovis | 221.2 |
| 8 | Cadbury's | 166.4 |
| 9 | Muller | 158.0 |
| 10 | Birds Eye | 153.0 |
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.
