How changing needs impacted brand choices during 2021
Click on the table to see the ranking in more detail
Cadbury was chosen 16% more times in 2021, making it our fastest growing brand in the FMCG ranking and re-entering the top 10 for the first time since 2017.
The brand has presence in a wide range of categories from biscuits to ice cream. More than three-quarters of its CRP growth this year has come from chocolate confectionery. This is a growth story driven by innovation. Launching the internationally successful Caramilk variant to the UK market has played the lead role in delivering 8 million additional CRPs. With consumers emerging from lockdown hungry to inject some joy and variety into their lives, a new twist on an established favourite proved to be a winning strategy. Creating more presence with dedicated displays and ad campaigns and more targets by reaching a less family orientated shopper than the rest of the range helped fuel the growth.
