Introduction
Europe’s Most Chosen brands
In a fragmented and fast-moving consumer landscape, one metric cuts through the noise: how often a brand is chosen. That’s the core of the Brand Footprint Report – an annual ranking of the Most Chosen FMCG brands worldwide.
Using Consumer Reach Points (CRP) to track each time a shopper selects a brand, the report combines population, penetration, and frequency to provide a clear picture of brand performance. The 2025 Europe edition highlights the brands that truly connected with shoppers – those that turned relevance into routine, and choice into consistent growth.
Data scope and methodology
Powered by YouGov’s robust shopper intelligence data, this report offers a clear view of brand performance in a year shaped by political shifts, global risks, and a slow economic recovery.
Part of the global Brand Footprint* study spans 56 markets across five continents, analyzing over 30,000 consumer brands and covering 73% of the world’s population.
In Europe, the 2025 edition covers 21 countries and tracks shopper behavior across more than 16,000 FMCG brands – offering a uniquely detailed view of consumer choice across the continent.
In addition to Brand Footprint data, this report draws from several of YouGov’s established research sources – including shopper panel insights, the bi-annual Behavior Change study (Spring and Fall 2024, and Spring 2025), and the 2024 Who Cares? Who Does? Health and Sustainability reports.
* Brand Footprint is developed in collaboration with Worldpanel by Numerator
YouGov shopper intelligence
YouGov delivers detailed shopper insights for brands, retailers, and manufacturers. Our quality panel and survey data reveal customer motivations, behaviors, and patterns – backed by 60+ years of market research and millions of purchase acts at SKU level.
We track shopper behavior across 1,500+ retail spaces and 130,000+ households in 18 European countries. Our experts turn this data into actionable intelligence – helping FMCG and retail brands enhance customer experiences at every stage of the purchase journey.
Whether you're tracking trends, benchmarking performance, or shaping strategy, this report delivers the insights behind the brands shoppers chose most in 2024 – and why.
Anna Rademacher
