British brands top FMCG purchase ranking

UK — Four out of the top five most-chosen FMCG brands in the UK are British, according to Kantar Worldpanel’s 2015 Brand Footprint ranking.

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The ranking measures which brands are being bought by the most consumers, the most often. Warburtons, which has been purchased an average of 25.2 times a year, by 85.7% of the population, secured the top position in the ranking for the third consecutive year.

The top 10 brands in the UK are as follows:

Rank	Brand	Penetration %	Frequency	Consumer reach points (CRP)	CRP growth % ( 2014 v 2013 )
1	Warburtons	85.7	25.2	574	2.5
2	Heinz	91.0	16.3	394	2.7
3	McVitie’s	88.2	14.7	344	5.5
4	Hovis	74.2	16.0	316	10.0
5	Kingsmill	75.5	14.4	289	9.9
6	Birds Eye	78.2	11.4	236	-4.9
7	Walkers	74.1	10.6	208	2.8
8	Muller	62.7	11.9	199	-3.3
9	Coca-Cola	60.9	10.8	175	2.2
10	Cadbury’s Dairy Milk	72.7	8.9	171	2.9

In the worldwide Brand Footprint ranking, first place is held by Coca-Cola, which sits in ninth place in the UK ranking.

“It’s been an excellent year for British brands, which have beaten a number of major global names as consumer favourites,” said Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel.

“All the domestic brands appearing in the top 10 have worked hard to secure their positions in the ranking through targeted new product development and attention-grabbing marketing campaigns. Some of the most successful have been playing to their British strengths. Hovis, for example, has focused on promoting its commitment to using 100% British wheat where possible, and has seen its products bought 8.8% more frequently than last year – the greatest increase in the top 10.”