NEWS19 May 2016

Home-grown brands still favoured by British consumers

News Retail Trends UK

UK — The top ten most-chosen brands in the UK includes six British brands, according to Kantar Worldpanel’s latest Brand Footprint ranking. 

Britain bunting crop

The ranking measures which brands are bought by the most consumers, the most often. Bread maker Warburtons came out on top, its products having been chosen by 85.4% of the population, on average 26.7 times per year. 

Heinz was in second place, though it has declined in both frequency and penetration this year: it is currently bought by 89.9% of the population, 16 times a year. In third place was McVitie's, with 88.8% penetration and purchased an average of 14.8 times a year, followed by Hovis, with 74.6% penetration and bought an average of 14.3 times a year. 

Other British brands in the UK top 10 were Kingsmill, Birds Eye, Walkers and Cadbury Dairy Milk. 

“British brands remain an important part of our shopper repertoire and it’s encouraging to see so many continue to succeed in a world of multinational conglomerates," said Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel. "This doesn’t just extend to the overall top 10 – looking at sector specific rankings we see familiar names including Robinsons, P.G. Tips, Radox and Andrex coming in ahead of their global competitors.  

"With many brands capitalising on the Queen’s 90th birthday celebrations and underlining their British heritage we’re likely to see this trend continue.”

The full UK ranking, as well as separate EU and global rankings, can be found here.