Between confinement and curfew, the lifestyle of the French was seriously disrupted in 2020. “
If in 2019, only 37% of brands were growing or stable in terms of CRP
(*)
(Consumer Reach Point, editor's note)
in France, it is now 56% of consumer brands that are popular,
”says the Kantar institute, which, like every year, published its Brand Footprint study on the most purchased brands over a calendar year.
The top of the ranking of this 9th edition remains essentially the same as that of the year 2019, like the top three made up of the brands Herta, Président and Fleury Michon, which remains unchanged.
Read also: The consumer tossed between price increases and decreases
Top 20 in the Brand Footprint ranking of the most chosen brands (excluding private labels) in France.
Kantar
With this first place, Herta can once again be delighted to “
reaffirm its place as the most chosen brand in France that it has held since 2013
”.
This company, which sells deli meats and self-service catering products, recorded 256 million products sold in 2020, an increase of 3% compared to the previous year.
The podium is completed in order by President and Fleury Michon and these three leading brands stand out from the rest of the ranking by being the only ones to pass the 200 million annual sales milestone, a sign that fresh product brands are popular. .
In 2020, what were the favorite brands of the French?
The consumption habits of the French have been strongly influenced by the restrictions linked to the health crisis.
This was partly demonstrated by the presence of 3 brands of pasta in the top 20: Panzani who climbed to 5th place, Lustucru dropped from 2 places to 11th then the arrival of the Barilla brand at the bottom of the ranking.
According to Kantar, the latter has effectively "been
able to capitalize on its diversification strategy in the context of the food transition, but also benefited from psychological phenomena of panic buying and storage in the pasta category as the periods of confinement approach.
".
To read also: Reconfinement: pulp, toilet paper, toys ... These products on which the French rushed
Note also the jump of 4 places of the Kinder brand, yet absent from the top 20 of 2019. With products purchased 95 million times in France, the brand recorded a 22% growth in its CRP. Kantar argues that its entry into the rankings was "
boosted by more time spent snacking at home, but also by the success of Kinder Cards launched in the midst of a pandemic
". This trend resulted in a penetration of 58.6% and an average purchase frequency of 5.7 times per household over the year.
To achieve its ranking, the Kantar institute compared the penetration of brands and their frequency of purchase to establish a single indicator: the Consumer Reach Point (CRP).
Penetration corresponds to the number of buying households and the frequency of purchase to the number of acts of purchase of the brand per household over a given period.
Coca-Cola, Maggi and Colgate, big winners in the world ranking
The list of the most chosen brands in France differs from that of the rest of the world, as the case of Coca-Cola illustrates. Relegated to the foot of the podium in France, the North American brand outclasses the rest of the international ranking by accounting for 6.5 billion purchases in the world during the year 2020. The famous soda brand is in the world. order followed by Colgate (4.3 billion), Lifebuoy (3 billion), Maggi (3 billion) and Lay's (2.8 billion).
Travel restrictions coupled with temporary closures of bars and restaurants have accelerated the digitization of points of purchase.
The Kantar Institute reports that online sales have increased by 45.5% worldwide.
As a result, some brands that have capitalized on this digital transition, such as Coca-Cola or Nestlé, have recorded increases of at least 50% in their online sales, and up to 70% on the side of the Lay's brand.
This growth allowed them to partially offset the drop in their offline sales.
(*) The CRP crosses brand penetration (number of buying households) and their frequency of purchase (the number of acts of purchase of the brand per household).
Top 20 of the world's most chosen consumer goods brands.
Kantar