The metric, called the NIQ Brand Traction Score, uses insights from NIQ’s consumer panel and its retail measurement data to understand how effectively brands convert shelf presence into consumer purchases.

NIQ said that using the metric, Coca-Cola came out on top in western Europe, followed by cream cheese brand Philadelphia and chocolate spread Nutella in second and third.

So-called ‘indulgent’ brands led the way in NIQ’s ranking, followed by dairy. Brands with a high traction score using the metric tended to be larger, faster-growing and more efficient at converting visibility into sales.

Emilie Darolles, president western Europe at NIQ, said: “We’ve seen brands that didn’t expand their physical availability still grow sales by strengthening their brand traction, proving that growth isn’t just about gaining new buyers – it’s about converting them more often.”