Warburtons heads consumer popularity ranking

Warburtons has been listed as the brand bought by the most consumers, most frequently for the second year running.

Warburtons is the UK’s most chosen brand, picked an average of 25 times a year by 86% of UK households, according to Kantar Worldpanel’s 2014 barometer of the UK’s most chosen FMCG brands.

Other top 10 British brands include McVitie’s, bought 14 times per year by 89% of UK households, Hovis (15 times by 74%) in fourth position, and Kingsmill (14 times by 74%) in fifth.

Alison Martin, director at Kantar Worldpanel, said brands such as Warburtons and McVitie’s created products tailored to the tastes of their home market, and delivered marketing and messaging that appealed to the domestic audience.

Martin said: “Warburtons’ ‘One’s bun is done’ advertisement – which tied into the royal birth of Prince George – is a particularly good example of a bespoke campaign. In the post-horsegate world we’re more conscious than ever of provenance and look for brand names that we know and trust.”

Kantar Worldpanel’s Brand Footprint Ranking reveals the strength of brands in 35 countries around the world, across the food, beverage, health and beauty and homecare sectors. It uses an insightful metric called Consumer Reach Points, which measures how many households around the world are buying a brand (its penetration) and how often (the number of times shoppers acquire the brand).

Kantar Worldpanel’s global Brand Footprint ranking shows that domestic brands are performing strongly across the world. Local brands – those that exist in just one country – are growing almost twice as fast as global brands.

Martin added: “The lesson for large global brands is to adapt their products to suit local tastes and create campaigns that connect with local cultures. Conversely, British brands looking to grow overseas will need to think carefully about whether their product and messaging translates abroad and consider the challenges that different retail environments pose.”

Kantar Worldpanel’s Brand Footprint is based on research from 63% of the global population; a total of 956 million households across 35 countries, and 68% of the global GDP.

The data for this year’s ranking was collected over the 52-week period between October 2012 and October 2013. All data relates to purchases that are brought into the home. 

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