Chocolate and confectionery manufacturer Ferrero took three of the top four positions in an Ipsos study of the most influential brands in Italy in 2014.
Hazelnut spread Nutella was first in the food category, with Ferrero its Kinder line of products placing third and Ferrero itself in fourth place. Parmesan cheese was second, with Coca-Cola in fifth place, followed by pasta maker Barilla, Mulino Bianco (delicate pastries), Lavazza (coffee), Rana (fresh pasta) and Nestlè.
These results are consistent with the strategy of Ferrero to seek accreditation with consumers through its products rather than with the company brand, which also remains in good position thanks to the trust that Italians give to its products.
Coop placed the highest among retailers, followed by Lidl and Esselunga.
The Ipsos study takes into account five aspects: Trust; Engagement; Leading Edge; Corporate Citizenship; and Presence.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic
