Anticipating needs: The brands that got it right
In 2024, growth belonged to the brands that didn’t just react to change – they read the room early. As shoppers across Europe rebalanced their priorities, the most successful brands were those that aligned with what mattered most: health, quality, and a sense of control.
Health rose to the top of the agenda – not just as a concern, but as a reason to act. It became the leading trigger for changing purchase behavior in meals, drinks, and personal care. Unlike other societal concerns, health is something shoppers feel personally responsible for. That sense of ownership created space for brands to step in with meaningful solutions – products that support well-being, boost energy, or simply help people feel better in their day-to-day lives.
This shift was visible in the numbers. In Germany, for example, while total FMCG value grew by just under 3%, health-related categories surged by over 10%*. Special beverages – from energy and isotonic drinks to wellness and functional formats –ranked among the fastest-growing categories across multiple European markets.
Fastest growing categories – Top 5
Special beverages among top 5 growth categories in many countries
Source : YouGov European Retail Landscape Report FY2024 | YF ’24 vs ‘23 data | * DE YouGov FMCG | FMCG Barcoded Value MAT 02/2025 to MAT 02/2024
At the same time, sustainability didn’t disappear – it evolved. While price sensitivity remained high, shoppers increasingly rewarded brands that made better choices feel easy and intuitive. Health-conscious ingredients, natural products, and high quality weren’t just good for the individual – they often aligned with broader environmental goals. The brands that recognized this overlap were able to position themselves as both responsible and rewarding.
Healthy ingredients is #1 trend
Less influential, also growing:
Time-saving solutions Country of origin Premium products Personalization of products
Declining:
Sustainability factors
Source: In % | Behavior Change EU-15 fall 2024 n=11249, fall 2022 n=9634
Actimel – Positioning, power, and penetration
2024 marked a turning point for Actimel across Europe. Celebrating its 30th anniversary, the brand proved it's not just surviving – it's thriving. With bold new positioning focused on immunity, energy, and sustainability, Actimel reignited relevance for modern shoppers.
At the heart of the transformation was Actimel+ 3-in-1: a powerful daily shot packed with 100% of your daily Vitamin D needs, plus Vitamin C and magnesium, designed to support immunity, fight fatigue, and strengthen the body from within. Rolled out with a fresh design and eco-optimized packaging, Actimel+ didn’t just look good – it hit the mark.
Backed by bold campaigns, Actimel became unmissable. In Germany, it owned winter by aligning with the Ski Federation and tapping into seasonal health routines. But Actimel didn’t stop at function and feeling. Sustainability also starred: the brand removed plastic sleeves, lightened bottles, and introduced label-less designs – cutting over 800 tons of plastic annually.
Actimel’s 2024 was a symphony of science, storytelling, and sustainability – driving both brand love and buyer growth.
European penetration
━━━━━━━━━━━━━━━━━━━━━
+6 (#47)
Position in European rank
━━━━━━━━━━━━━━━━━━━━━
CRP growth
Source: YouGov/ Worldpanel by Numerator Brand Footprint Europe 2025 | *only markets with net positive growth shown | https://www.actimel.de/
Repeat share
MAT 10/24
MAT 10/23
Turning immunity into opportunity in Belgium
Belgium showcased Actimel's success. From beaches to trams to digital takeovers, Actimel's “Summer Strong” activations lit up the season, while Pokémon-themed packs for Actimel Kids captured family shoppers – helping the brand achieve its highest penetration in Belgium in four years.
This wasn’t just about visibility – it was relevance. Actimel’s focus on immunity landed at the right time: 54% of European shoppers see immunity-boosting supplements as beneficial, rising to 57% among the European Health-Actives – shoppers most engaged in health – and even 59% among Health-Actives in Belgium.
Buying frequency also rose compared to 2023, with big bottles bringing in truly new shoppers and fruit full-fat variants outperforming plain in attracting new buyers. Recruitment was especially strong among families with children but also resonated with post-family upper-class households.
Actime Total
Fruit Full Fat
Big Bottles
⬤ Penetration MAT 10/23 ⬤ Penetration MAT 10/24
Family, lower class
Post-family, upper class
⬤ Penetration MAT Q1 23 ⬤ Penetration MAT Q2 24
Source: YouGov/ Worldpanel by Numerator Brand Footprint Europe 2025 | BE YouGov FMCG; *low base | actimel.de
Petite Powerhouse Brand –
highest ranked small brand (<10% pen) growing in CRP
Yakult – Petite power, big impact
Yakult proved size isn’t a barrier when the offer is right. It became the highest-ranked small brand (less than 10% penetration) growing in CRP in both the Netherlands and Belgium. Broader distribution helped – including new listings at Lidl in the Netherlands and at Delhaize in Belgium – but so did smarter positioning. In the Netherlands, the relaunch of Yakult Plus with peach flavor launch of Yakult Plus, with added fiber, 70% less sugar, and a boost of vitamin C, refreshed the brand's health-forward appeal and contributed significantly to growth. In Belgium, however, growth came from a different source: a shift in audience. Traditionally favored by older consumers focused on long-term health and mobility, Yakult has successfully tapped into a younger demographic. With rising stress levels among younger people disrupting gut flora, Yakult’s proposition of supporting digestive health resonated strongly, driving penetration growth in the Belgian market.
━━━━━━━━━━━━━━━━━━━━━━━━
• New listings & smarter positioning • New products like Yakult Plus
CRP growth in BE
+41 (#142)
Position in BE ranking
CRP growth in NL
+23 (#136)
Position in NL ranking
Source: Sources: YouGov/ Worldpanel by Numerator Brand Footprint Europe 2025 | https://www.yakult.nl/
CRP growth in HU
+7 (#14)
Position in European rank
Apenta – Functional finds its moment
In Hungary, Apenta – a well-established local brand known for its still and sparkling mineral waters – experienced a strong resurgence in 2024.While the brand has long been a staple in Hungarian households, its recent growth was powered by a strategic expansion into the functional beverage space.
Apenta+, its functional sub-brand, tapped into growing demand for wellness-oriented drinks – bringing a fresh, health-forward twist to the portfolio with enhanced mineral waters featuring trendy ingredients like matcha, collagen, and added vitamins. Penetration for the total Apenta brand rose from 42.9% in 2022 to 46.9% in 2024 (MAT* 10) – a leap largely attributed to the success of Apenta+.
The brand significantly expanded its footprint across most channels, with strong gains at discounters, where penetration jumped from 19.7% to 24.5% (MAT 10 2022 vs 2024). Comparing the latest data in MAT 05 2025 with 2 years prior, frequency also increased – from 6.9 to 8.4 trips per year. The Apenta brand grew its turnover by nearly 30%, while Apenta+ grew by 65% (MAT 10 2024 vs 2022).
With this growth rate, Apenta+ now accounts for nearly 50% of total brand turnover – up from 40% two years ago.
Sources: YouGov/ Worldpanel by Numerator Brand Footprint Europe 2025 | *MAT = Moving annual total | https://www.apentaplusz.hu/
Poland’s Oshee races ahead: Fastest riser in the Top 50*
In Poland, Oshee continued to build its leadership in functional hydration. With a clear focus on performance, wellness, and lifestyle positioning, the brand strengthened its presence across sports and everyday occasions.
Polish-born Oshee has become a leader in sports and functional drinks. In 2024, the brand climbed 21 spots in the Polish Brand Footprint ranking, driven by a +7 point increase in household penetration – reaching nearly 1 million new households and a 9% rise in purchase frequency.
Oshee's growth came from both its core functional beverages and smart innovation. The launch of protein-enriched products like wafers addressed rising demand for healthier diets and higher protein intake. At the same time, Oshee secured strong retail presence across key banners, including Biedronka, Lidl, Żabka, Dino, Lewiatan, and Polomarket – ensuring wide accessibility and visibility.
Crucially, the brand succeeded across demographics: winning with both small (1-5 persons) and large (5+ persons) households, particularly among shoppers aged 40–49 and 60+, and in smaller cities under 50,000 people. This multi-layered, well-targeted approach helped Oshee strengthen its position in a competitive market.
Source: YouGov/ Worldpanel by Numerator Brand Footprint Europe 2025 | PL YouGov FMCG | *by CRP growth | https://osheeshop.eu/oshee-world-en
Le Naturelle - Turning staples into health heroes
In Italy, Le Naturelle showed that even the most familiar products can be reimagined for modern shoppers. By turning the humble egg into a health-forward choice, the brand grew penetration from 34% in 2022 to over 40% in 2024.
What set Le Naturelle apart? Clear, visible functional claims right on the front of the pack – high protein, nutritional transparency, and natural origins – made it easy for shoppers to connect eggs with their health and wellness goals. The brand tapped into breakfast and cooking rituals, proving that everyday choices can feel both wholesome and purposeful.
By combining simplicity with substance, Le Naturelle didn't just stay relevant – it made wellness feel natural at the breakfast table.
Penetration growth
2022
2024
Source: YouGov/ Worldpanel by Numerator Brand Footprint Europe 2025 | Le Naturelle - Good eggs since 1950 - Lionello family