Celebrating the Most Chosen brands in Europe
In a market shaped by caution and considered choices, growth belonged to brands that stayed visible, relevant, and responsive. The brands that earned their place in shoppers’ baskets did so through clarity, consistency, and connection – whether through everyday utility, emotional resonance, standout value, or even a small moment of indulgence.
Local and regional brands continued to dominate FMCG spend, accounting for 63% across Europe – but global players showed fresh momentum. In today's market, both scale and proximity can win – with the right strategy behind them.
Let’s look at the brands that made the biggest impact in 2024 – and how they did it.
Top 10 Most Chosen FMCG brands in Europe 2024
At the top of the leaderboard, Coca-Cola once again proved its dominance. With 65% penetration, the brand reached two out of every three European households – a feat unmatched across the continent. It’s not just a beverage; it’s part of daily life.
Kinder also held firm at #2, delivering on its promise of everyday indulgence.
Further down the list, momentum shifted. Warburtons climbed two spots to break into the Top 5, growing its CRP by 5.6% – driven by gains in number of times chosen. Haribo jumped to 7th place with a 4.2% CRP increase, growing in both penetration (+1,6%) and consumer choice (CC)1 (1,8%), reaching 44% of households and being chosen 578 million times. A clear sign of the brand’s ability to stay relevant – and irresistible.
1 Consumer Choice (CC) is the number of interactions with a brand across categories in a year
European penetration
+2 (#7)
Position in European rank
CRP growth
in 14 out of 19 EU markets
Haribo's winning Goldbears advertising formula
Haribo ranks among the most frequently chosen FMCG brands in Europe, according to our latest Brand Footprint study – a success that's anything but accidental.
The iconic brand from Bonn, Germany, is strongly positioned internationally. Real-time brand performance tracking via YouGov BrandIndex shows just how far its reach extends: 92% of Germans know Haribo, along with 88% of Britons, 78% of Poles, and 77% of Spaniards. Haribo doesn't just score on awareness – it converts that familiarity into purchases, thanks to strong brand management and effective communication.
Haribo proves that the right campaign can do more than build awareness – it can drive real growth. At the heart of Haribo's success is its long-running global Kids' Voices campaign – deployed across 19 countries since its launch in 2014. Featuring adults speaking in children's voices, the ads pairing of humor, nostalgia, and a playful take on everyday life has strengthened Haribo's brand awareness and turned it into increased sales across the continent.
The creative idea continues to hit home, especially well in a world marked by multiple crises. In tough times, Haribo offers a small escape. And this strategy works.
Source: YouGov/ Worldpanel by Numerator Brand Footprint Europe 2025 | YouGov BrandIndex | haribo.com; @HARIBOUKI on youtube.com (https://www.youtube.com/watch?v=sEpo5XSR_rw)
Since 2020, YouGov – in collaboration with the agency Spikes – has run quarterly surveys to identify Germany's most popular ads. These surveys measure more than spontaneous popularity: they capture emotional impact, creativity, and brand fit.
Haribo consistently lands at the top. In the all-time ranking from June 2025, Haribo leads unchallenged with 7,571 points – far ahead of Amazon at 4,948. Humor is the key:
of respondents who named Haribo as their favorite ad cited humor as the main reason.
Haribo shows how creative, emotionally engaging advertising – combined with a strong brand – drives lasting market success.
