One year after Papadopoulou company was dethroned by Coca-Cola on Kantar’s Leading Brands List (leading in terms of footprint and recognition) in the fast-moving consumer goods sector (FMCGs), this year the Greek biscuit company found itself once again in first place.
In the Kantar Brand Footprint, where every year the company examines separately every sector (food, beverage and drinks, personal care and hygiene, home care and dairy products), Papadopoulou was the most purchased brand in Greece during 2022.
In total, the brand showed approximately 16 million contacts and a slight decrease in penetration (percentage of consumers buying the product) and frequency of purchases. Similar was Coca-Cola’s case, which, despite having the same contacts, nevertheless showed a greater drop in the two above mentioned indices. Olympus remained third in the preference list of the Greeks, while the top ten (overall ranking) is completed by the following brands:
- Nescafe
- Papagalos Loumidis
- Nounou FrieslandCampina
- Melissa Kikizas
- Jotis
- Kyknos
- Misko
Among the brands that rose in the ranking were Vikos, which rose by 14 places (after +6 in 2021) and was placed 15th, as well as Katselis, which gained 13 places, rising to No. 17 in the list. From the rest of the top50 companies, Kris Kris, is in the 25th place (gaining 18 places), Barilla (+9, to 31st place) and Lacta (+10, to 48th place) still stand out.
On the other hand, the biggest drop was the one of 7 Days (lost 11 places, falling to 42nd), while Mevgal (28th), Dettol (32nd) and Total-FAGE (39th) lost 8 places. However, it is worth noting that most brands droped in the specific recognition indicators, since it was the year in which there was a great increase in the penetration of private label products
Kyknos on the rise
The Greek presence is strong in the Food Top-10. Judging from Kantar’s data, it is noteworthy that while in the overall ranking, the choices between Greek and multinational brands are generally divided, in the food category, the majority of companies in the top ten are Greek. Papadopoulou maintained its position as the most popular brand, while Melissa remained in second place. Kyknos moved up, gaining one place compared to 2021.
Top List – Food
- Papadopoulou
- Melissa
- Kyknos
- Misko
- Hellmann’s
- Jotis
- Barbastathis
- Katselis
- Knorr
- Elite Elbisco
- Pavlidis
- ΚRIS KRIS
- ΙΟΝ
- Allatini
- Karamolegkos
- Barilla
- Gefsi 2
- Lay’s
- Ifantis
- 7 Days
Fourth place for Vikos
Coca-Cola is in the first place in the drinks/beverages sector, followed by Nescafé and Papagalos Loumidis, while Amita was surpassed by Vikos. Lux (+1) and Jacob’s (+2) are among the winners of the top ten.
Beverages Top List
- Coca-Cola
- Nescafé
- Papagalos Loumidis
- Vikos
- Amita
- Zagori
- Lipton
- Loux
- Jacob’s
- Olympos
- IVI
- Green Cola
- Pepsi
- Bravo
- Life
- Schweppes
- ALFA
- Viva
- Amstel
- Fix
Olympos on top
In dairy products, there were no changes at the top. Olympus remained in first place, followed by two brands of FrieslandCampina (Nounou & Nounou Family), followed by Vitam and Delta.
Dairy Products Top List
- Olympos
- Nounou
- Nounou (Family)
- Vitam
- Delta
- Mevgal
- Fast
- Total
- Farma Koukaki
- KRI KRI
- Lurpak
- Phliadelphia
- Mmmilk
- Dodoni
- Sergal
- Stamou
- Becel
- Epiros
- Karalis
