Warburtons has been named the most chosen FMCG brand in the UK, according to market research company Kantar Worldpanel, with Hovis and Kingsmill also in the top 10.
The first barometer of its type, launched by Kantar, revealed that British brands dominated the top of the table. Warburtons came in at number one, while Hovis was in fourth position, McVitie’s fifth and Kingsmill sixth.
The ‘Brand Footprint’ ranking charts the brands that are bought by the most consumers, the most frequently. Warburtons was chosen an average of 23 times a year, by 84% of the population.
According to Kantar, the family bread brand’s success is down to its clear local strategy and a British heritage that resonates with consumers in an economic climate where consumers are sticking to brands they know and trust.
Tim Kidd, managing director UK, Ireland and USA at Kantar Worldpanel, said: "This is a stellar performance by UK brands with six of the top 10 being strong British names.
"The branded market is more competitive than ever before and consumers are trading down to manage tighter budgets, often turning to own-label products. Brands need to understand what is important to consumers and find new ways of connecting with cash-strapped shoppers who want certainty, quality and value."