The top three most-popular brands in Austria remain unchanged this year, according to the latest Kantar Brand Footprint data.
Dairy and cheese-maker Schärdinger leads the list once again with a customer reach points (CRP) score of 56.5, a decrease of 2.3% compared to last year. Penetration was also slightly down at 87.3, as was frequency at 14.7.
In second place, Ölz, the family-run Austrian bakery brand, had a CRP of 44.8, a decrease of 6.3 compared to last year, while chocolate brand Milka rounds off the top three with a CRP of 27.5, a 5.1 decrease.
Knorr jumped two places to fourth (CRP 23.8), displacing Nöm (fifth, CRP 23) and Iglo (sixth, CRP 21.3), while the remainder of the top ten is comprised of Ferrero (CRP 21.1), Coca-Cola (CRP 20.6), Kinder (CRP 20.5), and Dr. Oetker (CRP 19.3).
Outside the top ten, snack maker Kelly's jumped an impressive seven places to 12th on the list with a CRP of 15.2, a gain of 8.3%. Energy drink Red Bull, which originated in Austria, also made impressive gains, jumping four places to 14th with a CRP of 14.9, a gain of 3.2%.
Other big winners include mineral water brand Vöslauer, which jumped seven places to 19th with a CRP of 12.4, a jump of 9.1%, as well as Rauch, which rose ten places to 32nd with a CRP of 8.6, a lift of 7.9%.
Brands that saw declines, meanwhile, include Haribo, which dropped ten places to 24th with a CRP of 11.4, a drop of 24.8%, while pasta and sauce brand Barilla dropped four places to 35th with a CRP of 8.4, a decrease of 11.3%.
Austria's Most-Popular Grocery Brands
| Rank 2024 | Brand | CRP (M) |
|---|---|---|
| 1 | Schärdinger | 56.5 |
| 2 | Ölz | 44.8 |
| 3 | Milka | 27.5 |
| 4 | Knorr | 23.8 |
| 5 | Nöm | 23.0 |
| 6 | Iglo | 21.3 |
| 7 | Ferrero | 21.1 |
| 8 | Coca-Cola | 20.6 |
| 9 | Kinder | 20.5 |
| 10 | Dr. Oetker | 19.3 |
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.
