Study reveals Brits shun global giants in favour of home-grown brands

Kantar's annual 'Brand Footprint' study, which tracks the sale and purchase frequency of household products, has found British brands are more popular with consumers than their global equivalents.

Kantar: Brits love homegrown brands like Warburtons
Kantar: Brits love homegrown brands like Warburtons

According to the ranking, all of the top five most frequently purchased FMCG brands bought last year were home-grown British brands, with Coca-Cola in ninth place.

The study tracked which brands were bought by the most consumers and most frequently. Warburtons, which recently rolled out a major campaign with Sylvester Stallone, clung on to the top spot for the third year in a row. According to the data, more than 85% of the population purchased a Warburtons product last year.

Heinz took second place and McVities took third place followed by Hovis, Kingsmill, Birds Eye and Walkers. Muller, Coca-Cola and Cadbury's took 8th, 9th and 10th place respectively. 

"It’s been an excellent year for British brands, which have beaten a number of major global names as consumer favourites," said Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel.

"All the domestic brands appearing in the top 10 have worked hard to secure their positions in the ranking through targeted new product development and attention-grabbing marketing campaigns.  Some of the most successful have been playing to their British strengths."

Mark Simester, marketing director at Warburtons added: "We are honoured to have been named as the UK's top brand...  We believe the everyday heroics of our bakers and drivers could only be matched by a Hollywood action hero [and] it is this thinking that led us to develop the sector’s biggest ever marketing campaign, with none other than Sylvester Stallone."

 


Recommended

Topics

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive
Shares0
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published

More