Brand footprint – or what do Coca-Cola, Kinder and Riska have in common?

By: Tisza Andrea Date: 2024. 12. 03. 10:59

The results of the Brand Footprint research coordinated by CPS-YouGov were presented at this year’s Business Days conference – for the first time together with an awards ceremony.

This article is available for reading in Trade magazin 2024/12-2025/01

Krisztina Bakonyi-Kovács
senior product consultant
CPS-YouGov

European consumers make around 71 billion brand choices a year. Brand Footprint’s goal is to provide an objective framework for comparing brands, tracking the brand choices of consumers.

What is CRP?

Consumer Reach Point (CRP) is the most important metric in the Brand Footprint research, and it is based on three factors: the population of a given area (continent, country or the whole world), the percentage of households the brand reaches in that area, and the average number of interactions the brand has with consumers per year. For instance shoppers chose the Kinder brand 43.6 million times in Hungary in 2023. The brand reaches 82% of the 4 million households in Hungary and on average was purchased 13 times per household, and the product of these three figures is the Consumer Reach Point indicator.

In 2023 there were 900 million more shopping occasions in Europe than in 2022, but shoppers favoured discounters in the midst of the cost-of-living crisis – with around 6% more shopping at discounters, which saw sales increase by 13% – so brands couldn’t really profit from this trend.

Globally Coca-Cola is the most popular choice

Coca-Cola ranks No.1 on the list of brands most chosen by consumers globally in 2023, with more than 8 billion consumer choices. In 2023 the Kinder brand was able to increase its share of consumers in 12 of 21 European markets. From these 12 markets Hungary was the biggest contributor to the brand’s growth: here the Kinder brand, is the 1st in the ranking of the most frequently chosen brands, followed by Coca-Cola, Mizo, Milka and Hell. In terms of the CRP indicator, Red Bull achieved the highest growth rate in Europe, while Riska produced the biggest growth in Hungary. Red Bull reached 1.4 million more households in Europe in 2023 than in the previous year. The share of households reached by Riska in Hungary grew from 53% to 60%. //

About the research

Brand Footprint is a global survey covering 62 countries on 5 continents and more than 42,000 FMCG brands. The latest results refer to the November 2022 – October 2023 period. Consumer Panel and Kantar Worldpanel have been doing theBrand Footprint research for 12 years. From 2024 it is coordinated by CPS-YouGov. The results of the research are available to the public: both the report and the database of the 50 brands with the highest CRP scores are freely accessible online at global, continent and country level. //

Brand Footprint Awards – for the first time this year

This year CPS-YouGov announced awards in three categories, based on the Brand Footprint research: Most Chosen Brand, Rising Star and New Breakout Brand. Tünde Turcsán, managing director of Consumer Panel presented the awards to the winners.

The brand most chosen in Hungary in 2023 was Kinder. The award for this fantastic result was presented to Ferrero representatives, Managing Director Fabio Grilli, Anita Heiter, Éva Gonda, József Mári and András Telkes

The Riska brand, which last year saw the biggest increase in penetration, earned the award in the Rising Star category, which was handed over to by Csaba Hang, Managing Director of Alföldi Tej Kft.

The New Breakout Brand Award given to the 20 brands that reached the most consumers in 2023, was awarded to Szilas Food’s Lucullus brand. András Éva Barabásné, Commercial Manager took over the award.