The French seem loyal to their favorite brands.
Kantar Worldpanel's annual barometer of the most purchased brands in 2022 (excluding private labels), published this week, reveals few notable changes compared to the previous year, at least as far as the top 10 are concerned. Herta charcuterie - owned by Nestlé and Casa Tarradellas - thus retains the top spot in the ranking, with 252 million purchases in 2022.
On the other two steps of the podium, we find another charcuterie brand (and ready meals), Fleury Michon (211 million purchases), followed by the President cheese and butter brand (201 million purchasing acts).
Either the same trio, and in the same order, as last year.
The beverage giant Coca-Cola remains in fourth place (186 million), just ahead of Cristaline (185 million).
The spring water brand is the one that has experienced the strongest growth in 2022, with +15% traffic compared to 2021. For Kantar, the success of Cristaline illustrates the trend according to which "brands that bring
price
benefits undeniably enjoyed a competitive advantage
” in this time of inflation.
The brand, owned by the Alma group, thus gained one place compared to last year, to the detriment of the pasta manufacturer Panzani, which lost one (6th, 167 million).
Read alsoWhat are the favorite brands of the French in 2023?
Kinder and Andros in decline
Behind them, the Harry's sandwich bread, Pasquier brioches and viennoiseries and Bonduelle vegetable brands held on to seventh, eighth and ninth positions respectively.
The brand of yogurts and desserts La Laitière enters the top 10, "
as part of this search for small pleasures accessible to consumers
", notes Kantar.
The Lustucru pasta brand comes out of it (12th).
Between the two is Elle & Vire (butters and creams).
Note the progress of Sodebo (13th, sandwiches and pizzas), which gained four places.
The brand capitalizes on its good image, "
while maintaining significant innovation and promotional activities
", comments Kantar.
The top 20 brands most chosen by the French in 2022. Kantar
Among the struggling brands this year, we find without too much surprise Kinder (16th, -2 places and -12% of purchases), weighed down by the health scandal of chocolates contaminated with salmonella in the spring of 2022. But also Bonne Maman (14th, -1 place and -8% traffic) and Andros (20th, -5 places and -18% purchases).
The two brands of the Andros group having disappeared from the shelves of Intermarché stores for a good part of the year 2022, due to a commercial conflict with the distributor relating to the prices of the industrialist's products.
Amora (18th, stable but -5% traffic) suffered from supply problems last year, which led to severe shortages of mustard on the shelves.
Kantar also points to the impact of inflation in 2022 on consumer behavior towards brands.
“
Exacerbated price vigilance has been conducive to more opportunistic purchases and zapping between brands
,” notes the company specializing in data and studies.
Thus, at the end of 2022, the French are less likely to declare "
I attach
great
importance to the brand I buy
" (-1.4 points, 45% of households), and more likely to intend "
to buy a brand that they don't usually buy if they see it on sale
” (+2.2 points, 59.9% of households).
A context that has particularly benefited distributor brands (+1.1 point of market share in value in 2022).
