Introduction
The most chosen brands in Europe
The Brand Footprint Europe Report is part of the Global Brand Footprint series in partnership with Kantar Worldpanel, who initiated the comprehensive report well over a decade ago. The data is globally collected from 62 markets and five continents, analyzing more than 42,000 consumer brands and covering 76% of the global population. In this report, we take a close look at the performance of FMCG brands in Europe in 2023, a particularly challenging market environment. As over 63% of a European shopper’s basket is spent on regional and local brands, they certainly deserve a special feature. While highlighting winners and newcomers, the report also looks ahead at opportunities for brands to retake the spotlight. We have analyzed category and regional specifics, and collected compelling success stories of selected winning brands in Europe.
Consumer Panel Services GfK (CPS GfK) were an established leader in household purchase data in Europe, providing panels from 18 European countries, delivering data from more than 100,000 households and 18 million shopping trips. In January 2024, CPS GfK was acquired by YouGov, a market-leader in consumer opinions, motivations, wants and media habits. The deal extends YouGov’s offering across the European FMCG and retail sectors, and helps clients to understand every single step of the shopper journey – from what they buy and where, to why and how they make their purchases.