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

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%. //