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Research: A-brands are losing ground, three-quarters of European households have it at home

Falling sales, frugal consumers and shops that promote their private labels are keeping the manufacturers of A-brands awake. According to market researcher YouGov, only four of the ten best-known brands managed to increase their popularity with consumers last year.


YouGov studies the receipts of 130,000 households in 19 European countries and looks at 16,000 brands. And it's not just about how much of a product is sold, but also about how many consumers buy a certain product and how often.


More than sales or volume, these consumer reach points determine the popularity of a brand. The researchers also measure popularity by looking at what percentage of households in an area buy a product. In technical terms, they call it penetration.


Of course, the YouGov researchers couldn't resist turning it into a competition. Undisputedly number 1 in Europe is Coca-Cola. With a penetration of 65 percent, Coca-Cola was present in three-quarters of European households. "It is not a drink, but a part of our lives," the researchers write enthusiastically.


The popularity of a brand also says something about the success of advertising. One of the fastest growing companies in the top ten is the German candy brand Haribo, which has been taken from a shelf 578 million times and is present in 44 percent of households.

According to the researchers, the candy factory owes this success to an advertising campaign in which children perform with children's voices. The campaign has been running since 2014 and, according to YouGov, has generated brand awareness of 92 percent in Germany, 88 percent in Great Britain and 78 percent in Poland.


'Shopping across the border pays off': especially saving on A-brands when shopping in Belgium and Germany

The most popular brand in the Netherlands is Lay's, which was taken off the shelves 73 million times, just above dairy brand Campina with 70 million consumer reach points.

Coca-Cola may be undisputedly at the top, but alternative drinks are on the rise. Iced coffee and iced tea, yogurt drinks, mixed cocktails and sports drinks are among the fastest growers. Energy drinks such as Red Bull and Monster are also growing rapidly, but are not in the hands of more than 30 percent of European consumers. The three fastest growing companies in Europe are Twix with 3.7 million new customers, followed by Danone with 3.2 million new customers and in third place Philadelphia with 3.4 new customers.



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