CPS GfK experts analyzed how consumers buy products from FMCG brands. – The Brand Footprint Europe report shows the dynamic landscape of buyers' purchasing choices across the continent. Understanding these behaviors is crucial for both retailers and manufacturers, says Lenneke Schils, Global Insights Director at CPS GfK.
CPS GfK analysis shows that the most frequently chosen brand in Poland is Mlekovita, which achieved a CRP of PLN 250.1 million, thus overtaking Piątnica OSM (242.2 million) and Mlekpol (203.4 million).
List of the 10 most frequently chosen FMCG brands in Poland according to CPS GfK (CRP in millions):
1. Mlekovita (250.1 CRP)
2. Piątnica OSM (242.2 CRP)
3. Mlekpol (203.4 CRP)
4. Winiary (164.6 CRP)
5. Zott (155.5 CRP)
6. Tymbark (144.2 CRP)
7. Kinder (124.2 CRP)
8. Coca-Cola (116.7 CRP)
9. Wedel (95.4 CRP)
10. Dr. Oetker (92.4 CRP)
Consumer Reach Points (CRP) is calculated by multiplying three numbers: household population, penetration (the percentage of households purchasing a brand), and consumer choice (how often a brand is purchased). CRP shows a brand's strength based on how often buyers choose it.
– Rising production costs and consumers' search for savings made last year full of challenges for the FMCG industry. As part of the latest edition of the Brand Footprint report, for the first time we distinguished brands that coped best and achieved growth despite the difficult situation. The results are unique in that they are based on year-long observation of the shopping baskets of thousands of Polish households. This allows us to track and draw conclusions about the behavior of 13.5 million Polish households, emphasizes Szymon Mordasiewicz, managing director at Consumer Panel Services GfK.
