A ranking of the most chosen FMCG brands
For many, 2021 was a unique inflection point. It was a time to reassess everything from lifestyle to brand strategy.
The year is best summarised by one word: correction. Lifestyles slipped back to normal as restrictions were steadily lifted and people were able to to enjoy their freedoms again. Shopping and consumption behaviour started to revert back to pre-pandemic levels, although most sought to keep some of the things they liked about lockdown life. For many brands this year was one of course correction to ensure their strategies set them up for success in a reshaped future.
In this 10th edition of our British Brand Footprint report, there is also plenty that is reassuringly familiar. 9 of the top 10 brands remain the same as they were back in 2012. Warburtons in the top spot has consistently been Britain’s most chosen brand. Importantly, the stories behind brand growth continue to reflect the same themes: winners give shoppers more reasons and more opportunities to buy. We consider how this has been achieved in the levers for growth section.
The enduring stability of the top 10 brands reminds us that brand-building is a long-term game. Creating that virtuous circle of rising shopper engagement, sales, and in-store presence takes time, clarity of direction and investment. Cravendale’s (+10m CRPs) journey up the rankings from position 33 in our first edition to position 22 today exemplifies this point.
In this year’s results we can also see the potential to boost sales by connecting to evolving consumer needs. Cadbury with an increase of +22m CRPs delivered the fastest CRP growth of our top 10 brands by catering for consumers craving variety after the monotony of lockdown. As consumer’s lives started to become busier again, Birds Eye (+4m CRPs) and McCain (+6m CRPs) were able to capitalise on the returning importance of convenient meal solutions. The playing field may have changed since 2012 but the rules have not.
