Brand Footprint – the celebration of brands

This article is available for reading in Trade magazin 2025/12-2026.01

Brands aren’t in an easy situation in today, but there are successes too in spite of the challenges. The Consumer Reach Point (CRP) indicator – introduced as part of the Brand Footprint project – shows (based on actual purchase data) which brands are able to remain competitive. The CRP is calculated by multiplying three factors: the number of households in the country surveyed, brand penetration and the Consumer Choice index.

Brands in European discount stores

Discount stores continue to thrive, which has a considerable impact on brands in terms of the channel’s own brand policy: the value share of brands is obviously lower here than what we see in hypermarkets and supermarkets. As regards the value share of discount supermarkets in FMCG sales across Europe, Denmark is the first in the ranking: 52% of total sales are realised in this channel. Poland ranks second with 43% and Hungary is the third with 40%. In Europe 46% of shoppers prefer well-known big brands over private labels when it comes to making a purchase; in Hungary 40% said the same. This preference isn’t necessarily accompanied by a greater willingness to spend: in Europe 38% are inclined to pay more to buy a manufacturer’s brand, compared to 30% in Hungary.

Recipe for success

63% of brands present in Hungary saw an increase in value compared to the previous year, which was partly due to inflation. At the same time, there has also been growth in terms of Consumer Reach Point: 54% of brands managed to grow in this period. From a CRP perspective, 29% of growing brands were only able to increase their penetration, but 54% of them also increased their penetration and purchase frequency, i.e. their Consumer Choice index. 17% only performed better in terms of frequency. This reveals a recipe for success and growth: promise consumers something that will make as many of them as possible take your brand’s products off the shelf.

Winners

The winner of the Fastest Riser category was Lipóti this year, which finished in the 74th place with 5.8 million purchases and moved up 178 places in the ranking in just one year. In the New Breakout Brand category Apenta was the winner, finishing in the 14th place with a CRP of 15.1 million, climbing 7 places. As for the Top 3 most frequently chosen brands, Hell Magyarország came in 3rd, with a Consumer Reach Point of 28.7 million. The 2nd most purchased brand was Coca-Cola, which ended up in shopping baskets 38.7 million times. Kinder was the brand most frequently taken off the shelves, with 45.3 million Consumer Reach Points